Work

Seven years of applied data and AI work — agency leadership, freelance consulting, and published research.

  1. Senior Digital Analyst

    Apr 2021 – Present

    8 Million Stories Ltd (8MS)

    • Led data-driven campaign analyses and A/B experiments for Tesco Bank and BBC World Service, driving a 17% lift in Tesco Bank conversion rates and a 22% engagement lift for BBC World Service through targeted audience strategy.
    • Owned data retainers for Royal London, Gleneagles Hotel, Estelle, and Blue Buffalo — directing GA4 tracking, GTM implementations, and campaign optimization that improved client ROI by 15%.
    • Architected and deployed automated GA4 → BigQuery → Looker pipelines processing 200M+ events per month, reducing manual reporting time by 83%.
    • Founded and chaired internal working groups that built AI-driven data modules for media mix modeling, forecasting, sentiment analysis, and competitor analysis — now deployed across 35 clients.
    • Implemented Bayesian Marketing Mix Models that improved budget allocation accuracy and delivered a 12% ROAS uplift across multiple clients.
    • Built and integrated a Python-based anomaly detection system into Looker dashboards, cutting issue detection time by 85%.
    • Mentored 4+ junior analysts on cloud architecture, version control, and automation — tripling team delivery capacity.
    • Aligned paid media, SEO, and engineering teams on a shared KPI standard, embedding analytics into strategic decision-making across the agency.

  2. AI/ML Content Creator (Freelance)

    Apr 2023 – Present

    Cointelegraph

    • Authored 30+ research-backed AI and ML articles reaching 1.2M+ readers worldwide, covering large language models, AI ethics, model transparency, and AI×Web3 integrations.
    • Researched and analyzed emerging AI/ML trends — LLMs, generative AI, alignment — for global editorial coverage.
    • Translated complex AI/ML concepts into accessible, evidence-backed writing for both technical and non-technical audiences.
    • Pioneered editorial coverage of AI integration with blockchain and DeFi, surfacing use cases and regulatory implications.
    • Used data analytics to align topic selection with audience demand and content performance.
    • Collaborated with Cointelegraph editors to maintain accuracy, depth, and SEO-aligned reach.

  3. Crypto Content Creator (Contract)

    May 2025 – Aug 2025

    AlphaWire

    • Authored research-backed pieces on blockchain, crypto assets, and the integration of fintech with traditional financial markets.
    • Translated emerging financial and regulatory concepts into clear, actionable insights for industry readers.
    • Connected AI, data, and blockchain expertise to position technology innovation against business strategy.

  4. Data & AI Consultant

    2019 – Present

    Freelance

    Independent consulting on analytics, tracking, and AI for global clients across multiple industries — focused on GA4, GTM, automation, and cloud-based analytics.

    • Delivered GA4 audits, troubleshooting, and end-to-end tracking setups across paid channels including Google Ads, Meta, LinkedIn, and Bing.
    • Implemented advanced GTM tagging architectures and event tracking for performance and attribution measurement.
    • Established cookie compliance frameworks (GDPR, Consent Mode V2) for privacy-first data collection.
    • Built automated GA4 → BigQuery → Looker pipelines for marketing and performance reporting.
    • Engaged on data retainers for Neilson Holidays, JojoSki, Nerdwallet, Rivet Education, and Clinic Secret.

  5. Co-Founder

    Jan 2020 – Apr 2021

    Scholarships Guider

    • Co-founded and led an educational platform connecting students to global scholarship opportunities.
    • Built partnerships with universities and organizations to expand the platform's reach.
    • Drove digital campaigns that grew organic traffic and student engagement.

  6. Data Analyst

    Jan 2020 – Apr 2021

    iVision

    • Applied machine learning techniques to build scalable solutions for business problems.
    • Handled large multi-database datasets, performing ETL with SQL to meet client requirements.
    • Analyzed multi-channel marketing campaigns via Google Analytics, surfacing performance insights for senior stakeholders.
    • Scraped large datasets with Python (BeautifulSoup) for downstream processing.
    • Implemented GTM to track user interactions including banner clicks, registrations, and page visits.
    • Maintained data consistency, reliability, and quality across multiple reporting pipelines.
    • Bridged business and technical teams to align analytics outputs with marketing goals.

  7. Data Analyst

    Aug 2017 – Aug 2018

    Quipsol

    • Worked with cross-functional teams to translate data needs into actionable insights for strategic decisions.
    • Built and maintained automated reporting systems and dashboards to streamline data accessibility.
    • Wrote complex SQL to extract, transform, and analyze data from multiple sources.
    • Monitored data pipelines and added validation steps to ensure reliable reporting.
    • Surfaced data trends and patterns in large datasets to support forecasting.
    • Presented insights to management to drive measurable improvements in process and performance.

Notable clients