Data and analytics leader across fintech, retail, media, and digital businesses.
I’ve spent my career helping businesses use data in ways that are commercially useful — improving decision-making, clarifying where value really comes from, and finding practical opportunities for growth. Most recently, that’s included senior roles at Block (Afterpay) and Aesop.
At a glance
I’ve spent my career helping businesses use data in ways that are commercially useful — improving decision-making, clarifying where value really comes from, and finding practical opportunities for growth.
- • At 15gifts, I uncovered a hidden client call centre use case that initially appeared as bot traffic, improving reporting accuracy while helping inform a separate call centre product and broader retail applications.
- • At Aesop, I used GA360 and GCP to connect digital and retail data and give the business a clearer view of customer value across channels — from store halo effects and purchase cadence to retention patterns and high-value segments.
- • At Afterpay, I built the first clear data-led view of the SMB business, helping shape pricing, retention, and servicing decisions by showing where profitability was strongest and where automation or partner-led models made the most sense.
- • Commercial analytics and KPI design
- • Reporting and decision support
- • Team leadership and capability building
- • Stakeholder management across technical and commercial teams
- • SQL, Python, experimentation, and data storytelling
From analyst to analytics leader.
A consistent thread through my career has been helping businesses get clearer on performance, priorities, and action.
Lead Data Scientist
Led analytics across commercial functions, improving performance visibility, lifecycle and revenue analysis, self-serve reporting, and partner-agency measurement.
Global Data Science & Insights Lead
Built and led Aesop’s global analytics function, hired and developed the team, and shaped the roadmap for data, reporting, and customer insight.
15gifts, Student.com, Financial Times, and Euroffice
Worked across product, marketing, sales, subscriptions, and ecommerce, covering KPI design, experimentation, reporting, segmentation, and commercial analysis, including identifying a new opportunity at 15gifts that helped drive a business-model pivot.
Practical, commercially grounded, and close to decision-making.
I’m most effective where a business needs clearer metrics, better reporting, and a tighter connection between data work and commercial decisions.
- • Clarify KPIs and performance frameworks
- • Improve reporting and decision support
- • Translate between technical and commercial teams
- • Build capability through mentoring and structure