Head of Research(Impact) & Market Intelligence
From 12/2021 to 05/2023 at Proximity Designs (Remote)Delivered monthly data-driven market and consumer insights, enabling the marketing team to identify target audiences and measure the effectiveness of marketing efforts. Supervised 25 projects focused on digital marketing campaign funnel analytics, post-ad survey analysis, A/B testing and causal analysis for product impact measurement, cohort analysis, collectively contributing to a 30% increase in user adoption rate. Achieved a 70% improvement in project delivery time by streamlining and optimising data collection processes.Upskilled 1000+ people by developing and delivering an impactful knowledge course on experimental design and quasi-experimental design, launched on the in-house education platform
Founder
From 11/2020 to 05/2022 at Insights PlusProvided research and advanced analytics services, by leveraging market assessment, statistical modelling, and demand forecasting, to technology start-ups and organisations, contributing to new product launches and improved market positioning.
Senior Associate, Insights & Analytics
From 09/2017 to 10/2020 at Yoma Strategic HoldingsApplied various analytics techniques focused on marketing analytics (brand equity measurement, marketing mix modelling), and customer analytics (retention, customer behaviour, segmentation) to support marketing decision-making processes for 10+ business units.Led full-cycle research and analytics projects, from data collection to presentation of findings to C-suite stakeholders, contributing to key decisions on a $25 M investment project.Collaborated with leading consultancy firms such as Kantar, Nielsen, Thura Swiss for outsourced projects.
Business Analyst, Business Development
From 11/2015 to 08/2017 at Yoma Strategic HoldingsDeveloped financial models (ROI analysis and valuation) and conducted in-depth market research to facilitate partnerships with globally recognised brands such as METRO AG.
Master of Science, Business Analytics
2024 - University of Essex (Pass with distinction)
Bacher of Science, Business Management
2014 - National Management Degree College
- Python
- MySQL
- R
- SPSS
- Tableau
- PowerBI
- Google Analytics
- VS Code
- Docker
- Snowflake
- AWS
- Figma