About
My Journey
What keeps pulling me into analytics is the moment a pattern starts explaining a decision. Before I had the formal language for it, I was already doing that work in commercial roles, watching customer behaviour, revenue movement and team performance closely enough to ask, “What is this really telling us?”
Business Development Leader
At TigerWit, I used customer and conversion data to drive revenue decisions in an FCA-regulated fintech environment, generating £300k to £600k in monthly revenue against a £75k target. I learned that the most valuable insights are not the numbers themselves, they are the reasons behind them.
Business Analytics
That is why I studied Business Analytics: to put stronger technical methods behind the judgement I had built in practice.
Data Analyst 7+ years in data-driven roles
Now I use SQL, Power BI, R and business intelligence to build clearer answers from customer, revenue and workforce data, including my WERS workforce analytics project (21,981 survey responses).
The work I enjoy most sits in that middle space: listening to what the business is struggling with, finding the evidence underneath it, and turning it into something people can actually use.
Customer Intelligence
Segmentation, churn, lifecycle and conversion.
Commercial Analytics
Revenue, campaign ROI, pipeline and affiliate performance.
SQL & Validation
SQL validation, reconciliation and migration controls, supporting 99.9% post-migration data integrity and reducing migration exceptions by 36%.
Power BI & DAX
Dashboards, star schema models and validated MI outputs.
R & Statistical Modelling
Regression, decision-tree modelling, tidyverse and ggplot2.
Workforce & People Data
Survey analytics, retention modelling and reward analysis.