10 years of diverse data experiences within marketing, professional sports and start-ups have created a deep skill set centered on an advanced understanding of multiple key data tools, programming languages, machine learning applications and statistical analysis methods.
These technical skills are amplified by an emotionally engaged leadership style and expertise in team culture and the growth mindset.
Projects
- Perfecting a partnership model for Batchelors and PokémonRead more here: https://www.20tencreative.com/pokemon To identify this formidable partnership opportunity, our Levels insights team developed a data-backed shortlist of potential partners, which showed that Pokémon offered the biggest opportunity to unlock a more diverse gaming audience and drive additional reach and amplification.
- Design better days whilst becoming more self-assure and self-awareScratching my own itch and solving my own problems, I built an data powered mindfulness journal several years ago in an excel sheet. After finding it extremely useful, and continually being asked about it by friends, I decided it need to live as an web app that anyone in the world could use.
Work history
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Senior Data AnalystHeyHuman
London, United KingdomFull Time
ACHIEVEMENTS & OTHER NOTABLES
• Awards: Business Transformation Agency of the Year, 2018 (The Drum)
• Completed IBM Data Science Professional Certificate & Capstone Project
• Directly Responsible for over £3M GI per annum
• Revolutionised business values
EXAMPLES OF SKILLS & TOOLS IN PRACTICE
• Power BI - Drawing on my advanced skills and extensive experience, I introduced the tool to HeyHuman and am solely responsible for its implementation across 4 clients.
Recent Examples:
JTI: 2.5x data & reporting retainer increase & unlocked £100k in incremental revenue in Q3 2019 by introducing Power BI and creating views of the data that best fit the clients weekly operational needs. Having sold the tool in, I have since set up 5 dashboards that are tracking sales, collating feedback, visualising activity and introducing new measures of success to a nationwide activity within over 1000 stores nationwide.
Natures Menu: ROAS has increased by 74% since using Power BI to provide daily insights into paid social campaign efficacy. From having limited visibility in the very manual format provided by Facebook, now the social team and myself are empowered with dashboards displaying optimum demographics, placements, scheduling times, audiences and bid caps so we can extract maximum value from every £ spent on social; key for a business transitioning to ecommerce and wanting to nurture their own B2C distribution channel.
Internal Efficiencies & Incremental Revenue: Reporting time halved, key client satisfaction up to 9.1/10 after success on JTI prompted its integration within the agency proposition as a plug-in to any current/new business project.
• SQL - Used daily for all database management tasks from regular data hygiene processes, to stored procedures and bespoke automation scripts used within BI reporting
Recent Examples:
JTI: Audience selections & query optimisation to increase sales per operation of all incremental activity by 47%
Sony Mobile: SQL employed to produce social effectiveness model that was optimised for clients distinct objectives and their broader social education.
• Excel - Used for all data tasks from automated data transformation to statistical analysis.
Recent examples:
Lockwood Gaming: Audience segmentation for the makers of Avakin Life (a second life game with over 70M players worldwide) wherein I transformed and pivoted a survey taken by over 150,000 players in 3 key territories to understand player motivations and the behaviours most closely linked to increasing rates of initial spend and then total spend per user.
• Facebook Ads Manager - Used every week to manage the agencies £25K per month social media budget.
Recent Examples:
Revolutionised Social Reporting: I have transformed our use of ads manager by instituting an automated content upload format that guarantees no content insight is lost, testing is a default rather than a rarity and everyone has awareness of the factors that underpin each campaign. This has supported the YoY growth of our social media budget by 25%.
• Social Listening - I have used several different tools and honed advanced boolean skills.
Recent Examples:
Vital in Recent Smirnoff Pitch Win: Before my ownership of social listening tools at HeyHuman, searches were crude and top line, and several times this compromised pitches as the insights didn't match the quality of the rest of the proposal. However, with my boolean search skills and analysis, we were able to introduce precision searches, separate the signals from the noise, get to the heart of audiences and unpack behavioural trends. This was critical to our latest pitch win on Smirnoff where I was able to get to Vodka consumption patterns at bar in Brazil, South Africa, United States & the U.K.
Lead Data Strategist20Ten Creative
- London, United KingdomFull Time
- Quickly rose from lead strategist to define and then lead the Levels Team - the business team focused on technology development, insight delivery and data service.
- Team revenue increase 31% YoY
- Developed bespoke software for PlayStation, Cartamundi and a host of internal optimisations
- Delivered £120K per annum reporting for the businesses largest client
- Created and presented extensive research decks for PlayStation retail development conference
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Skills
- Python
- Advanced Excel
- SQL
- Data Visualisation
- Data Analysis
- Machine Learning
- Sewing
- Storytelling
Education
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Modern HistoryUniversity of East Anglia
Norwich, United Kingdom