(04)

Experience

Over 10 years driving measurable business impact through advanced analytics, marketing measurement, and data infrastructure modernisation.

My career spans the complete analytics value chain – from technical implementation and GDPR-compliant tracking architecture to advanced Marketing Mix Modelling and strategic consulting for enterprise clients. I’ve consistently delivered 25-35% marketing efficiency improvements, identified £200K+ annual optimisation opportunities, and built modern data infrastructure that reduces manual reporting by 85%.

Currently leading analytics strategy at Inviqa UK (Havas Group) while operating WebIQ Analytics as a freelance consultancy, I specialise in translating complex data challenges into actionable business outcomes. My approach combines deep technical expertise (modern data stack, Bayesian MMM, server-side tracking) with strategic thinking to deliver sustainable competitive advantage.

Key capabilities:

Marketing Mix Modelling
Analytics Engineering
GDPR Compliance
Conversion Optimisation
Business Intelligence
Statistical Modelling

Optimisation Strategist

Inviqa UK (Havas Group)

Analytics Strategy & Business Impact

Led analytics strategy for RFPs/ITTs, positioning data capabilities in successful business pitches

Conversion Optimisation & Experimentation

Designed and executed A/B testing frameworks that directly influenced UX strategies and business outcomes
Collaborated with Experience Design teams on qualitative and quantitative analysis

GDPR Compliance & Implementation (GA4/GTM)

Designed and implemented GDPR-compliant tracking frameworks for enterprise clients using OneTrust and Cookiebot consent management platforms
Architected GA4 and GTM implementations with Google Consent Mode v2 integration, achieving 100% regulatory compliance while maintaining 95%+ data quality
Built server-side tracking infrastructure using Google Tag Manager Server-Side to enhance data security and privacy compliance
Configured multi-domain tracking architectures using single GTM containers across multiple properties, ensuring consistent measurement and governance
Established GTM environment setups (development, staging, production) with version control and approval workflows for enterprise deployment standards

Business Intelligence & Reporting

Built 25+ interactive BI dashboards (Power BI, Looker Studio, Tableau) for C-suite stakeholders
Created self-service analytics frameworks, reducing manual reporting requests by 65%

Data & Analytics Consultant

WebIQ Analytics (Freelance)

Advanced Analytics & Strategic Consulting

Delivered Marketing Mix Modelling solutions identifying £150K-£200K+ optimisation opportunities
Built Bayesian attribution models using PyMC achieving 85%+ R-squared
Developed comprehensive MMM solutions analysing £2M+ annual media spend
Developed automated scenario planning tools enabling real-time budget allocation decisions

Analytics Engineering & Automation

Built automated data pipelines processing 1M+ records using SQL, Python, and modern data stack
Created multi-source BI dashboards integrating GA4, advertising platforms, and CRM systems –
Reduced manual analysis time by 85% through automated reporting infrastructure

Conversion Optimisation & Performance

Designed and executed A/B testing frameworks delivering 20-35% conversion rate improvements
Implemented scientific testing methodology with statistical rigour
Generated £180K+ annual revenue impact through systematic optimisation programs

Client Value Delivery:
300-600% ROI across MMM (3-5:1), Analytics Engineering (400%+), and CRO (300-500%)

Digital Analytics Consultant

Platformise (Freelance)

Conducted analytics audits and budget allocation studies for e-commerce clients
Built Python forecasting models achieving 80% accuracy
Facilitated data-driven decision-making workshops

Digital Marketing Lead & XD Design

Ecomsilver LTD (Coretonomy)

Drove 50% YoY revenue growth through data-driven marketing campaigns
Built end-to-end analytics frameworks using GTM and GA4
Managed £500K+ annual ad spend, achieving 5x-8x ROAS

Marketing Analyst & Digital Strategist

Graphic Designer & Digital Strategist | Suona Multimedia (Italy)
Creative Designer & Marketing Analyst | BresciaUp Magazine (Italy)