Work.
More than a decade turning complex analytics into software and decisions clients can act on. I help build the tools and lead the teams that drive results.
What I do
The shape of the work, across every industry I've touchedMarketing Mix Modelling
Measuring what actually drives sales across channels, and turning that into budget decisions the business can act on.
Digital Attribution
Untangling the path to conversion so spend follows the touchpoints that actually earn it, not the ones that just take credit.
Customer Analytics
Segmentation, lifetime value and retention work that helps a business understand who its customers are and what they do next.
Tools & Engineering
Self-taught programming put to work, turning one-off analyses into tools people actually use every day.
Leading Analytics
Building and growing teams, setting technical direction, and keeping the work close to the business outcomes it serves.
From Maths to Markets
A maths background that still shapes how I work: a bias for rigour, a bit of healthy scepticism, and an interest in the model underneath.
Experience
Most recent firstLeading the Analytics vertical end to end, across strategy, technical direction, delivery and the team, and turning it from a service line into a genuine growth engine for the business.
- Grew and mentored the team to five direct reports by the end of 2025.
- Built web-based tools for MMM budget management, cross-market optimization, TV measurement, and LLM-driven customer-review analysis.
- Pitched and monetized analytics products with clients across the Groupe, and built bespoke tools for new-business pitches.
Took over the Analytics vertical in January 2023 and grew its revenue 46% year on year that first year.
- Broadened the product roster to flex on cost, complexity and timeline — serving both large and small clients well.
- Scaled the team profitably through a mix of local and remote hiring.
- Mentored analysts to own delivery and client relationships end to end.
- Scraped e-commerce platforms to track search placement and share against competitors.
Six years on the tools — the hands-on modelling and engineering the later work is built on.
- Built Markov-chain attribution models on millions of rows of user-level data in R, AWS and SQL Server.
- Ran marketing-mix-modelling projects with multiple linear regression, surfacing media-efficiency and growth opportunities.
- Led the MENA-wide Alteryx rollout and automated reporting workflows, saving hundreds of FTE hours.
- Automated ad operations via the DoubleClick API in Python, lifting trafficking and reporting efficiency more than 5×.
Formal training in mathematics, graduated magna cum laude with a CGPA of 3.73 and a minor in Actuarial Science. Programming came after — self-taught, and leaned on ever since.
Speaking
Talks, panels and workshops — most recent first
Toolkit
What I reach for — every language self-taughtContact
For work, advice, or hiring conversationsI'm an introvert by default, but I read everything and reply to most of it. Email is the surest way to reach me; the rest are below.
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