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Cohesive AnalyticsFractional Data Analytics Leader
Nov. 2023Dublin, County Dublin, IrelandI founded Cohesive Analytics to partner with organisations on their data journey. We provide tailored solutions to help businesses of all sizes leverage data for strategic decision-making, operational efficiency, and growth. In person, hybrid, or remotely, these services can include:
- Data Leadership: Fractional Chief Data Officer for new and scaling teams;
- Data Strategy: balancing people, process, and technology needs for a company's culture, skills, opportunities, and ambitions with data;
- Tooling evaluation: Architecture evaluation and recommendations, as well as proof of concept for new tools;
- Coaching and mentoring for senior data professionals looking for the next challenge; and
- Building tools and frameworks for standardised evaluation of strategy and tooling solutions for a company, or creating a more reliable and faster implementation and reducing time and risk to value realisation.
Assembly GlobalInterim Head of EMEA BI and Analytics
Nov. 2023 - Jun. 2024Greater London, England, United KingdomDigital Marketing agency focused on Luxury brands. - Improved client reporting engagement by demonstrating and teaching advanced Tableau techniques to the global team, resulting in more effective reporting templates and increased client satisfaction.
- Collaborated with consulting and design teams to define a data visualisation design language, including a playbook, visualisation prioritisation guidelines, and a brand-aligned colour palette.
- Stabilised project delivery as Interim EMEA BI Leader by implementing agile methodologies and clearer requirements gathering, reducing operational costs by £70K/year and improving stakeholder trust.
- Consulted in conjunction with EMEA and Global account management with largest global luxury clients to build processes to establish trust in reporting, upsell other data consulting services, and building roadmaps for innovation in their use of data in marketing with changing laws and technologies.
- Developed individualised career development plans for a team of 10 analysts in London and India, focusing on technical and soft skills, which reduced unplanned team turnover by 20% within 6 months when using these in discussions with EMEA Senior Leadership. Clients included: Lenovo (Global/EMEA), Estée Lauder (EMEA), Ralph Lauren, Patagonia, Moncler, Mandarin Oriental Hotel Group, De Beers
2KDirector of Marketing Analytics
Sep. 2022 - Jan. 2023Dublin, County Dublin, IrelandA leading global video game publisher part of Take-Two Interactive with franchises such as NBA2K, PGA2K, Borderlines, BioShock, and Civilization. - Led a team of data scientists and graduates to develop behavioural models for more effective targeting of digital marketing campaigns.
- Created roadmaps for model development, CDP integration, and experimentation analysis, with a focus on the Sports Sim category.
- Identified opportunities for team rebalancing and title adjustments to optimise performance and increase morale.
AspiegelDirector of Business Intelligence
Apr. 2020 - Sep. 2022Greater DublinA wholly owned subsidiary of Huawei Mobile Services managing the Europe, North America, Australia, and New Zealand markets. - Built and led a high-performing data analytics team to support the rapid growth of Huawei Mobile Services, enabling the successful rollout of over 50 services in all markets.
- Collaborated with the privacy team to ensure GDPR compliance with each new service roll-out and upgrade, feeding back to product teams in China where there were concerns about design implementation
- Designed an organisational structure that optimised for language skills (English and Chinese) and analytical knowledge, implemented agile processes to maximise team utilisation, and dedicated resources to strategic projects.
- Scaled the department from 4 to 16 people within my first 4 months and built onboarding and collaboration structures in a remote working environment.
GrouponGlobal Head of the Analytics Center of Excellence at Groupon
Nov. 2016 - Apr. 2020County Dublin, IrelandTransformed the Microstrategy and Tableau teams into the Analytics Center of Excellence by expanding the team's skillset, consolidating analytics tooling, and migrating to a cloud architecture.
- Prioritised automation and monitoring with broader Software Engineering tooling or bespoke solutions; provided technical Tableua and SQL training to over 100 analysts; and deprecated Microstrategy in favour of modern, cloud-based solutions.
- Achieved $600K/year in cost savings in software consolidation and performance tuning, a 60% reduction in server load, and significantly faster data visualisation deployment and loading times (over 70% time saved in each).
GrouponHead of Display & Social Advertising - EMEA
Apr. 2016 - Oct. 2016County Dublin, Ireland- Responsible for Display and Paid Social Ads in EMEA while working with Global engineering and analytics support and maintaining global retargeting partners. This role change was in line with a reorganisation change from global to regional team reporting structures.
- Beat forecasts by +20% and generated +200% growth YoY in new customers
- Lead a cross functional, cross department group focused on the increase of EMEA traffic moving from declines of 14% to an increase of 25% compared to previous year benchmarks.
GrouponHead of Global Display Ads and Paid Social Operations
Jul. 2015 - Mar. 2016Ireland- Managed a budget of over $100M/yr in spend and $250M/yr billings.
- Responsible for all advertiser relationships and performance for Display Ads and Paid Social globally with a focus on maintaining retargeting partnerships and growing prospecting initiatives through 1st and 3rd party data.
- Increased billings +62% YoY, revenue +57% YoY, new customers +37% YoY. Exceeded forecasts in NA, APAC and LATAM by up to +15% while spending -10% below plans. Achieved 90% of EMEA forecast while spending 30% below original budget in line with changing strategic plans.
GrouponSenior Marketing Analyst - Display Advertising
Dec. 2013 - Jun. 2015Dublin, Ireland- Created and maintained ETL and reporting for Display advertising with over 10 partners used
- Created POC for automated bidding, increasing marketing spend within Display Advertising by 15% at the same efficiency and allowing marketers to use time for more experimentation
- Provided analysis and model for changing attribution and efficiency metrics for marketing globally
- Ran incrementality testing for two partners in five countries, and assisted with set-up of incrementality testing in Paid Search and Affiliate Marketing
CleverbugTechnical Business Analyst
Dec. 2012 - Nov. 2013Dublin, IrelandAs the first analyst at this startup, I created ETL processes in MySQL to track daily and weekly company performance, customer engagement, and churn.
- Developed reporting used for internal optimisation, board and VC presentations, and PR purposes, with a focus on core KPIs, financial performance, product analysis, and customer retention.
- Mentored two interns, including training one to maintain all systems independently
LinkedInInsights Analyst
Jan. 2012 - Nov. 2012Dublin, IrelandCreated bespoke data stories to enhance the Marketing Solution sales team engagements on multinational clients with +$250K/yr revenue and demonstrating value of the platform and new features.
Web LiquidData and Insight Analyst
Jan. 2011 - Dec. 2011London, United Kingdom- Supported the digital marketing agency's strategy by providing data analysis and reporting for national and pan-European campaigns for clients like Avis and Hotwire.
- Built out scalable data pipelines and reporting software to accommodate growing customer needs and data complexity.
- Produced a strategy for scaling infrastructure into the cloud using Hadoop and other open-source software to improve efficiency and performance.
Benchmark SolutionsTeam Lead - Data Analyst
Dec. 2007 - Aug. 2010Brisbane, Australia- Managed a team of 15-20 part-time employees responsible for pattern matching rules in regular expressions to improve the accuracy of OTC financial derivative pricing data for hedge funds and investment banks received via Bloomberg and Email messages.
- Reviewed and created documentation for all standard processes within the team to reduce training time and improve collaboration between offices in London and New York.
- Automated the review of daily reports to identify issues with newly deployed code changes, improving the efficiency of quality assurance processes.
- Worked with 100M+ row, live, client-side database tables to identify and resolve data quality issues using SQL.
- Planned and designed a large-scale overhaul of core processing code to increase accuracy, reduce code complexity, and reduce staffing requirements.
Fruition Learning CentreMathematics Tutor
Mar. 2007 - Dec. 2007Brisbane, AustraliaTutoring high school students in senior mathematics.
Kernke DesignsPartner and Lead Developer
Dec. 2005 - Jul. 2008Brisbane Area, AustraliaDevelopment of add-ons for Messenger Plus! Live that have had over 350,000 downloads called "Web2Live" and "Message Customizer! Live"
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