Eurostar
November 2023 — Present
Head of Digital and Marketing Insights

January 2022 — November 2023
Head of Digital Analytics

Recruited and directly leading a team of Digital Analysts, including ownership of site performance reports, in-house experimentation reporting suite and deep-dive analytics tooling.

Building a self-serve reporting suite of tools to measure the contribution of different business areas to revenue in addition to surfacing pain points in customers' experience on our Digital touchpoints.

Supporting Digital Product strategy and fostering data-driven culture through the definition of success metrics, continuous roadmap development and pro-active delivery of insights to stakeholders.

Using quantitative and qualitative customer-behavioural information to expose opportunities to improve user experience.

March 2020 — December 2021
Senior Digital Insights Analyst

Transforming relationships between Analytics and Product teams from a time-consuming, reporting-focused approach to a close, proactive practice where insights are provided and utilised throughout the Product development process.

Supported Product and Tech teams by building and owning an in-house anomaly detection mechanism to ensure significant changes in key business metrics are identified, investigated and resolved as soon as they appear.

Using tools and systems such as BigQuery, Airflow, Jupyter Notebooks and GitHub to ensure that regular reporting is as hands-off as possible, ensure analysis within the team is well-documented and reproducible and ensure that we monitor and are alerted to changes in data quality.

Overseeing Implementation efforts by working closely with stakeholders, gathering requirements for reporting and analysis and turning these into tracking changes. Leading efforts to improve Implementation documentation.

MATCHESFASHION
September 2017 — September 2019
Digital Analytics Manager

Responsible for owning and driving entire Digital Analytics strategy across the company, changing pre-existing approaches to decision-making and driving improvements in performance and delivering a competitive advantage by ensuring changes are driven by relevant and actionable customer behavioural data.

Owned the CRO strategy, working with Product and Tech stakeholders to build a backlog of AB tests based on what we know about our users, deploy these tests, analyse and iterate using a Test & Learn approach.

Led analytics roadmap across the business, driving change in how analysts access and interact with large datasets, this data was interpreted to provide decision-makers with relevant, timely, actionable and accurate insights and unlock value within the business by providing stakeholders with this information at their fingertips.

Designed, and successfully delivered on, a detailed roadmap to improve analytics capabilities by implementing Adobe Analytics across all web and mobile app properties.

Expedia
February 2016 — September 2017
Senior Digital Analyst

Enabled fellow analysts and non-technical stakeholders to act more rapidly and efficiently upon customer behavioural information by leading strategic decision-making on Digital Analytics within the business.

Worked with Product teams and internal CRO teams to provide the analytical and data capture support to new initiatives and features launching across the business.

Worked closely with senior stakeholders to change the way the business works with and interprets customer behavioural information in all its forms.

Leveraged my experience with web analytics to provide support and share knowledge with junior members of the team to help shape a best-in-class web analytics team.

Responsible for maintaining and improving multiple web analytics implementations across our web and mobile app platforms.

ASOS
December 2013 — February 2016
Web Analyst

Used extensive experience in statistics to provide actionable insight to the Retail departments at ASOS.

Met with stakeholders across the business to help establish three pillars of optimisation - validation of new functionality, traditional testing and targeting.

Wrote bespoke tracking for tests to ensure that we understand differences in customer behaviour between experiences and how this affects the purchase funnel and our other KPIs.

Made regular recommendations for tests based on ASOS users' customer behaviour.

University of Southampton
Economics

Covered a variety of subjects including microeconomics, macroeconomics, political theory, statistical analysis and economic development policy.

Undergraduate dissertation, "Investigating Forecasts during Structural Breaks", involved a quantitative analysis on the impact of structural breaks on economic forecasting and was awarded a 1st.