Personal Summary

Applied data scientist with a first-class degree in Mathematics with Economics and 4+ years’ experience delivering data-driven analytical models. Proven experience building Marketing Mix Models (MMM) using applied econometrics, including regression with regularisation, cross-validation, and causal interpretation. Strong background translating complex modelling outputs into actionable budget and performance decisions for non-technical stakeholders.

Skills

  • Marketing Mix & Econometric Modelling: MMM, applied econometrics, multivariate regression, ridge & NNLS regularisation, multicollinearity management, adstock and saturation modelling.
  • Model Validation & Causal Measurement: Time-based cross-validation, robustness testing, causal inference, incrementality analysis, A/B testing and controlled experiments.
  • Programming & Analytics: Python (Pandas, NumPy, Matplotlib, Scikit-learn, Optuna, SciPy, statsmodels), SQL, Snowflake, R, dbt, Git.
  • Data Platforms & BI: Qlik Sense, Oracle Data Warehouse, AWS (S3, DynamoDB, CloudFront, Lambda), Oracle Cloud, Excel (advanced).
  • Data Engineering & Preparation: Data modelling, ETL pipelines, feature engineering, time-series alignment, automation.
  • Decision Support & Stakeholder Engagement: Budget optimisation, scenario analysis, stakeholder communication with clear explanation of assumptions and limitations.

Experience

Data Planning and Outcomes Analyst – Global Media Group Services
Sep 2025 – Present

  • Led end-to-end development of econometric Marketing Mix Models to quantify channel contribution, incremental uplift, ROI, and inform budget allocation.
  • Built traditional MMMs using constrained multivariate regression with ridge/NNLS regularisation and time-aware cross-validation.
  • Managed multicollinearity and performed diagnostic evaluation to ensure model robustness.
  • Automated data pipelines in Snowflake and applied Python libraries (SciPy, statsmodels, Optuna) for model estimation and hyperparameter optimisation.
  • Led stakeholder training sessions and translated complex model outputs into actionable marketing insights.
  • Leading development of Bayesian MMMs to improve uncertainty estimation and decision confidence.

Sabbatical
Mar 2025 – Jul 2025

  • Planned travel through Japan and Southeast Asia.
  • Continued personal development through AWS.

Pricing Analyst – BMW Financial Services
Feb 2023 – Mar 2025

  • Developed automated self-service dashboards for B2B departments, reducing reporting time.
  • Designed large, normalised Qlik Sense data models using 5+ relational databases.
  • Imported structured and semi-structured (geo-spatial) data from Oracle via SQL.
  • Chaired stakeholder meetings to communicate data-driven solutions.
  • Led Qlik Sense training initiative, onboarding 5 analysts.

Proactive Performance Analyst – Southern Water
Oct 2021 – Oct 2022

  • Analysed operational data to prevent environmental issues and improve productivity.
  • Developed predictive models to assess pollution risk.
  • Worked towards reporting automation using Alteryx.

Education

BSc Mathematics with Economics, First Class Honours
University of Sussex, 2018 – 2021

  • Applied linear and multiple regression through modules such as Linear Statistical Models and Dynamical Systems.
  • Hands-on statistical modelling using R Studio, including variable selection and model diagnostics.
  • Proficient in hypothesis testing and confidence interval derivation.
  • Applied mathematics to real-world business and economics problems.
  • Additional modules: Numerical Analysis, Coding Theory, Cryptography.

Certifications

  • AWS Certified Cloud Practitioner
  • Qlik Sense Data Architect
  • Qlik Sense Business Analyst
  • IBM Introduction to Data Science
  • Lean Awareness

Personal Development

  • Designed and deployed this CV website on AWS using HTML, CSS, and JavaScript.
  • Built cloud infrastructure with S3, CloudFront, DynamoDB, and Lambda.
  • Home networking through Oracle Cloud.
  • Building strong foundations with dbt and Git.

Interests

  • Music: Experienced saxophonist with 15 years’ practice, ABRSM Grade 8.
  • Chess: Enthusiastic player since childhood with a strong strategic mindset.
  • Sport & Fitness: Active fitness enthusiast, committed to continuous personal growth.