Turning media data into strategic advantage.

Global Marketing Analytics Lead

• Led global rollout of the enterprise media performance framework across 20+ markets; standardised campaign taxonomy enabling consistent cross-market comparisons down to placement, format, and creative.
• Own the KPI frameworks and governance routines senior leadership relies on for €100M+ annual media investment decisions — quarterly budget pivots informed by my recommendations.
• Cut manual reporting by 60–70% through self-serve dashboards and automated pipelines, including the framework behind quarterly media reviews presented to market and business leadership.
• Piloted Amazon Marketing Cloud (AMC) to unlock path-to-purchase attribution and audience overlap insights; findings directly informed reallocation away from lower-funnel duplication.

Campaign Performance Data Manager

• Led a cross-functional team of up to 10 people — internal colleagues, BI developers, data engineers, and analysts — across projects including Activation360.
• Designed and launched Activation360, a cross-channel dashboard bringing together media, web, and e-commerce data for the first time; replaced siloed reports with a single connected commercial view.
• Built the analytics chatbot in Microsoft Teams adopted by 200+ colleagues globally, significantly reducing ad-hoc reporting requests.
• Constructed a KPI framework tied to the customer journey that shifted leadership conversations from data requests to strategic investment decisions.

Brand Activation Analyst

• Built predictive sales models to quantify the impact of media and promotions before budgets were committed.
• Designed and launched Rosetta, a real-time Amazon analytics toolkit giving regional teams visibility into sales velocity, shelf position, and competitive dynamics during Black Friday and Prime Day.
• Scaled Amazon and digital shelf reporting across additional markets through automated dashboards teams could use independently.

Process Specialist, Digital Analytics

• Set up e-trade and SKU reporting from scratch across multiple markets with no prior measurement in place.
• Built diagnostic dashboards that let teams identify what was underperforming and why, replacing hours of manual investigation.

Digital Analyst & Marketing Associate

• Ran SEO audits and keyword strategy, improving organic visibility and reducing paid dependency for key product terms.
• Built CRM and A/B testing reports to track user journey conversion, establishing the habit of letting data shape decisions rather than confirm them.