Marketing Data Science & AI Systems Engineer
I build the Data Architectire, AI Systems, and Data Science solutions which measure & optimise for ecommerce
I'm a marketing data scientist & AI systems engineer who likes to build. For 8+ years I've worked where marketing, data and engineering meet. Most recently I was Head of Marketing Analytics at Princess Polly, a global fashion e-commerce brand, where I lead & built the global marketing analytics & data function.
GA4 and our other platforms made one TikTok campaign type look unremarkable. My Python models said it could scale. We scaled it, and it became Princess Polly's highest-return campaign type across every channel.
To make sure the platform wasn't flattering itself, I set up discount codes for every campaign and creator. They confirmed the results independently.
30x+ in-platform ROAS and over 40% of total platform sales, confirmed by independent tracking
Customers bought through the website, the app, stores, marketplaces, drop-ship partners and TikTok Shop, and each channel counted them differently. I built an in-house CDP layer that deduplicated them into one view.
The same data powered the company's first CLTV model and showed where first and second purchases happen.
New vs. repeat customer metrics 20–30% more accurate
I built a secure analytics platform on Google Cloud that serves several brands at once, with each client's data kept fully separate. It runs Bayesian MMM, Prophet revenue forecasts and a test tracker, with Claude built in for analysis.
A version of it now runs at Front Row, for two large global consumer goods companies.
Delivered in weeks against a 6–12 month scope
The live demo is private. Message me on LinkedIn for a walkthrough.
AdTech & Performance Marketing
Deployed my measurement platform within weeks of joining; now rolling out to two large global consumer goods companies.
Head of Marketing Analytics
Causal measurement, attribution and budget allocation for ~$2M a month in ad spend. Grew analytics from one person to a team of three.
Websites, web apps, tracking and automation for small businesses around the globe.
Python, SQL, PyMC and PyMC-Marketing, CausalImpact, XGBoost, Prophet, Snowflake, BigQuery, dbt, Google Cloud, AWS, Docker, React, GA4 and server-side tracking.
Away from data, you'll find me playing guitar, training karate, in the gym, making art, or travelling.
I'm open to data science and measurement leadership roles, hybrid, or fully remote across Europe. LinkedIn is the quickest way to reach me, and my CV is available on request.