Functional Skills
Business Analysis
Business Intelligence
Data Analysis
Data Strategy
Data Science
Data Governance
Data Management
Data Visualization / Reports
Product Development
Product Strategy
Performance Management
Strategic Planning
Behavioral Analytics
Customer Analytics
Software Skills
Microsoft Excel
SQL
Tableau
Amplitude
Microsoft PowerPoint
Confluence
Jira
Sector Experience
Media & Entertainment
Retail
Technology
Countries Worked In
GB US
Fortune 500
Experience
Outside
Data Science / Analytics
VP of Data & Analytics
1/2024 - 2/2025
Recruited to lead a transformation in data culture and enable data-informed decision-making. Developed Outside's first data strategy, aligning analytics efforts with priorities across product, engineering, media, and marketing. Built foundational systems and practices to turn data into a strategic asset for growth. Championing a transformation in data culture
• Enabled cross-platform measurement for the first time by standardizing instrumentation, metrics, and reporting for a top strategic priority. Led weekly cross-functional reviews to highlight results and identify areas for improvement.
• Prevented costly missteps in pricing and free trials by using customer behavioral analytics to guide subscription strategy.
• Linked KPIs to budgets and financial planning, helping business leaders act decisively on performance drivers.
• Led a team of 6 across data engineering, BI, and analytics to build a cloud-based tech stack (Fivetran, dbt, Snowflake).
• Enabled cross-platform measurement for the first time by standardizing instrumentation, metrics, and reporting for a top strategic priority. Led weekly cross-functional reviews to highlight results and identify areas for improvement.
• Prevented costly missteps in pricing and free trials by using customer behavioral analytics to guide subscription strategy.
• Linked KPIs to budgets and financial planning, helping business leaders act decisively on performance drivers.
• Led a team of 6 across data engineering, BI, and analytics to build a cloud-based tech stack (Fivetran, dbt, Snowflake).
Zwift
Data Science / Analytics
Senior Director of Data, Analytics & Insights
8/2020 - 7/2022
Recruited to lead Zwift's shift to a data-driven culture. Scaled and restructured the analytics team, partnering across the business to embed data and insights into key decisions. Defined the vision for using data to grow subscriptions, improve engagement, support product innovation, optimize marketing, and guide strategic planning. Empowering business leaders to make smarter decisions
• Bolstered subscriptions 80% by enabling executive decisions with KPIs, targets, and user-friendly dashboards.
• Improved conversions and engagement by 20%+ via rolling out A/B testing for a new, more immersive home screen.
• Hired and coached a team of 20 business-minded experts, skilled in research, BI, data analytics, and data science.
• Bolstered subscriptions 80% by enabling executive decisions with KPIs, targets, and user-friendly dashboards.
• Improved conversions and engagement by 20%+ via rolling out A/B testing for a new, more immersive home screen.
• Hired and coached a team of 20 business-minded experts, skilled in research, BI, data analytics, and data science.
Adobe
Data Science / Analytics
Director of Marketing and Customer Insights & Analytics
10/2016 - 8/2020
Led cross-functional projects to drive customer-centricity, optimizing Adobe's growth, marketing and operational strategies. Mentored teams of up to 30, including marketers, researchers, data scientists, analysts, and data engineers. Driving customer-focused growth initiatives
• Analyzed Covid-19's impact on customer needs and behaviors, shaping promotions and key business decisions.
• Led a Creative Cloud segmentation overhaul, turning research into actionable data by applying ML models to label users in the data warehouse - enabling targeted marketing and strategic planning.
• Delivered a new 360° customer data platform, powering predictive modeling and automated media targeting.
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• Analyzed Covid-19's impact on customer needs and behaviors, shaping promotions and key business decisions.
• Led a Creative Cloud segmentation overhaul, turning research into actionable data by applying ML models to label users in the data warehouse - enabling targeted marketing and strategic planning.
• Delivered a new 360° customer data platform, powering predictive modeling and automated media targeting.
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eBay
Data Science / Analytics
Head of Customer Insights, Analytics & Strategy
1/2014 - 10/2016
Invited to relocate to the USA as a founding member of a new global team focused on uncovering customer growth opportunities. Developed and delivered programs that utilized research, analytics and data science to onboard new customers and to ensure their continued success on eBay's platform. Translating data insights into actionable solutions to acquire, scale, and retain customers
• Seized $500M in incremental sales by personalizing CRM communications at every phase of the customer journey.
• Leveraged production machine learning models to guide decisions regarding customer segmentation, acquisition, engagement, and retention as well as inventory and growth planning.
• Mapped and quantified the customer journey to pinpoint key attrition points (example: 95% of people who fail to sell their first product will never try again) and provide crucial insights for future marketing and CRM campaigns.
• Led an outstanding cross-functional CRM team of ~30 analysts, researchers, data scientists, marketers, and CS personnel.
• Seized $500M in incremental sales by personalizing CRM communications at every phase of the customer journey.
• Leveraged production machine learning models to guide decisions regarding customer segmentation, acquisition, engagement, and retention as well as inventory and growth planning.
• Mapped and quantified the customer journey to pinpoint key attrition points (example: 95% of people who fail to sell their first product will never try again) and provide crucial insights for future marketing and CRM campaigns.
• Led an outstanding cross-functional CRM team of ~30 analysts, researchers, data scientists, marketers, and CS personnel.
E-BAY United Kingdom
Data Science / Analytics
Head of Innovation Finance & Analytics
1/2012 - 1/2014
Tapped for a series of leadership roles that kickstarted performance for highly visible strategic growth initiatives in local, mobile and retail commerce.
Building and leading analytics teams that influence growth
• Ran business performance and analytics for the Mobile team in Europe—insights prompted the region to become the first to recognize the value of mobile operations and integrate it into the core business.
• Created the groundwork for eBay's first brick-and-mortar presence by supervising financial modeling and performance measurement for the joint pilot program with Argos, which provided convenient fulfillment services for online shoppers.
Building and leading analytics teams that influence growth
• Ran business performance and analytics for the Mobile team in Europe—insights prompted the region to become the first to recognize the value of mobile operations and integrate it into the core business.
• Created the groundwork for eBay's first brick-and-mortar presence by supervising financial modeling and performance measurement for the joint pilot program with Argos, which provided convenient fulfillment services for online shoppers.
E-BAY United Kingdom
Data Science / Analytics
Head of Pricing Business & Analytics
1/2008 - 4/2012
Earned a series of promotions, culminating as the head of a new pricing team combining business and finance employees. Led pricing innovation by conducting tests in small markets, then cascading the most successful strategies across 13 countries.
Driving innovation and massive transformation for the eBay platform
• Collaborated extensively with the CFO and CEO of UK Marketplaces to deliver a complete pricing re-design as part of a bold, strategic business transformation which revitalized sales and yielded 20% YOY growth.
• Designed and implemented reusable predictive pricing, risk, and customer models that reduced the time to deliver recommendations by 75%. This enabled coordinated price changes across all 13 EU markets - a first for the company - and eliminated a significant friction point for cross-border sellers.
Driving innovation and massive transformation for the eBay platform
• Collaborated extensively with the CFO and CEO of UK Marketplaces to deliver a complete pricing re-design as part of a bold, strategic business transformation which revitalized sales and yielded 20% YOY growth.
• Designed and implemented reusable predictive pricing, risk, and customer models that reduced the time to deliver recommendations by 75%. This enabled coordinated price changes across all 13 EU markets - a first for the company - and eliminated a significant friction point for cross-border sellers.