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.
• Directed the design and rollout of the PH Performance Dashboard, reducing manual reporting by approximately 40% across 60 market and global colleagues.
• Worked alongside data science and media agency teams on privacy-safe measurement approaches including Amazon Marketing Cloud (AMC) and data clean rooms, translating outputs into usable insights for business teams.

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.
• Architected the logic and led delivery of Activation360: inherited a basic Qlik shell, defined the full framework and calculation requirements, and led a cross-functional team through two-week sprints to deliver a cross-channel dashboard consolidating 30+ reports across 8+ media channels, 15+ countries, and 5+ teams; adopted across 3 global market clusters.
• Defined requirements and oversaw delivery of a first-of-its-kind self-serve analytics chatbot in Microsoft Teams (2020–2021, predating mainstream generative AI), enabling 200+ colleagues to query campaign data in natural language without analyst support.
• Constructed a KPI framework tied to the customer journey that shifted leadership conversations from data requests to strategic investment decisions.

Brand Activation Analyst

• Before any structured planning approach existed for Amazon at Philips, built the first scenario-based investment planning tool across 7 markets: adjustable levers covering promotional mechanics, conversion rates, and pricing, with outputs of estimated revenue, IGM%, and ROI; adopted by senior leaders across business and market conversations.
• Designed Rosetta, a central Amazon analytics database re-categorising product data into Philips taxonomy (ASIN to CTN mapping), enabling consistent performance reporting across 7 markets; adopted organically beyond the Personal Care team by other Philips businesses.
• 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 ad hoc analyses that became recurring reports, including Promotion Effectiveness reporting tracking promo and coupon code performance across markets.

Digital Analyst & Marketing Associate

• Ran SEO audits and keyword strategy, improving organic visibility and reducing paid dependency for key product terms.
• Managed CRM email campaigns evolving from cold outreach into newsletters, with A/B testing across subject lines, design, and content.