About me

My expertise spans the complete analytics lifecycle – from GDPR-compliant data collection and modern data stack engineering (dbt, SQL Mesh, BigQuery) to advanced Marketing Mix Modelling using Bayesian frameworks (PyMC-Marketing, Meta’s Robyn, Google’s Meridian) and conversion optimisation that delivers measurable business impact.

Currently serving as Lead Data Analyst & Optimisation Strategist at Inviqa UK (Havas Group), I lead analytics strategy for enterprise clients with £2M+ annual media spend, consistently identifying £150K-£200K+ optimisation opportunities and achieving 25-35% ROAS improvements.

My approach combines:

• Advanced Statistical Modelling: Bayesian MMM, econometric modelling, predictive analytics
• Analytics Engineering: Modern data stack implementation reducing pipeline maintenance by 50%
• GDPR Compliance: Enterprise frameworks eliminating £400K+ regulatory exposure
• Conversion Optimisation: Scientific A/B testing delivering 20-35% improvements.

Beyond my corporate role, I operate WebIQ Analytics as a freelance consultancy, delivering bespoke Marketing Mix Modelling, analytics engineering, and conversion optimisation solutions for growing businesses. Conservative client ROI averages 300-600% across service lines.

I’m completing my MSc in Data Science at University of West England (UWE) Bristol (Sept 2026), specialising in machine learning and cloud computing applications, and hold certifications from Google (GA4, GTM, GCP Data Engineering), dbt, and CXL (Conversion Optimisation & Technical Marketing).