Description

Most companies don't have a data problem they have a trust problem. Marketing teams can't agree which channel drove the quarter. CRM forecasts miss by 20%. The GA4 migration broke half the events. Consent mode reports numbers no one can explain. Sound familiar?

On top of that, every leadership team wants to "do something with AI" but isn't sure what, how, or with which tools. The result is a lot of motion, not much progress.

I help marketing, growth and product teams turn measurement, BI and AI ambition into decisions leadership can act on with confidence while staying GDPR compliant.

14+ years building analytics at scale:

Vinted — led MMM and marketing efficiency across 18 markets; contributed to a 6% CAC reduction

Catawiki — owned analytics, BI and CRM measurement across sales, brand and commercial ops

NatWest — led customer analytics across 10+ brands under strict GDPR controls

Plus many other experiences and roles ..

What I do:

1. Data and AI strategy. Where should your investment go in the next 12 months? I help leadership teams build a roadmap so analytics compounds over time.

2. Tracking and GDPR. GA4 / GTM setup, server-side tracking, consent mode v2, event taxonomy that lasts compliant by design.

3. Measurement that drives budget. MMM, attribution, experimentation, forecasting so marketing can defend channel investment with leadership.

4. BI that gets used. Self-service dashboards in Looker, Power BI or Tableau (BigQuery, Databricks, dbt, SQL) with a governance layer so one number means one thing across the company.

5. AI in analytics. Built self-service AI on Databricks AI/BI Genie, enabling non-technical users to query data in plain language. I help teams pick tools that fit their data maturity and deploy safely.

6. Measurement in the AI search era. ChatGPT, Perplexity and Google AI Overviews drive traffic your attribution can't see. I help teams measure and adapt before zero-click answers become a blind spot.

Based in Amsterdam. Remote in the EU.

Industry field of expertise

Languages

English
Native or bilingual
Dutch
Basic
German
Basic
Spanish
Basic

Workplace preferences

Remote only

Primarily works remotely

Large european hospitality group
DATA ANALYTICS MEASUREMENT & BI LEAD
HOSPITALITY
December 2024 - May 2026 (1 year and 5 months)
Amsterdam, Netherlands
Lead the digital analytics and marketing measurement function across all markets, partnering with marketing, CRM, product and operations to translate data into decisions on budget allocation, channel mix and retention strategy.
Owning the KPI framework and tracking governance across markets standardising metric definitions, event taxonomies and reporting layers so performance is interpreted consistently end to end.
Built and scaled the BI layer for marketing and CRM self-serve dashboards in Looker Data Studio and Power BI surfacing channel performance, funnel health and retention KPIs to non-technical stakeholders across markets.
Applied data science methods for forecasting, propensity scoring and segmentation to support audience prioritisation, campaign sizing and budget scenario planning.
Rebuilt attribution logic and event integration with martech and engineering, lifting priority event completeness by 20–25% and improving the trust marketing leaders place in channel performance data.
Driving first-party data readiness ahead of third-party cookie loss , consent management alignment, identity strategy and server-side tracking patterns protecting measurement quality under GDPR.
Established an experimentation practice that lets marketing teams design, read and act on A/B tests independently, contributing to measurable gains in booking funnel conversion and retention.
Repositioned the analytics function from product-centric reporting to a trusted advisory role on measurement, first-party data strategy and channel investment.
Data science Digital Transformation Marketing Google Analytics Machine learning
CATAWIKI
DATA SCIENCE AND ANALYTICS MANAGER
E-COMMERCE
December 2023 - December 2024 (1 year)
Amsterdam, Netherlands
Led analytics for sales, acquisition, brand, commercial operations and CRM, generating insights used to optimise spend and messaging across campaigns reaching millions of monthly users.
Owned the marketing and commercial BI layer dashboards in Looker Data Studio and Power BI consolidating acquisition, CRM and category performance into a single view for sales, brand and operations leadership.
Applied data science techniques for segmentation, repeat-purchase and churn modelling, and demand forecasting to support CRM lifecycle decisions and category-level commercial planning.
Strengthened the tracking and attribution foundation, closing ~15% of gaps in priority marketing events and increasing the reliability of channel performance reporting.
Designed measurement plans and read-outs for activation, loyalty and reactivation experiments and tests directly informed CRM cadence and lifted retention in targeted cohorts by 2–4%.
Partnered with CRM and product teams to refine lifecycle segmentation and trigger logic, contributing to higher repeat-purchase rates in priority verticals.
Connected marketing performance to GMV and category growth with commercial operations and finance, improving forecast accuracy for key categories by ~10%.
Data visualization Commercial strategy Data science Marketing Customer Loyalty/ Retention
Vinted
TEAM LEAD , MARKETING DATA SCIENCE AND ANALYTICS
E-COMMERCE
April 2022 - December 2023 (1 year and 8 months)
Berlin, Germany
Advised leadership on annual and quarterly budget allocation across 18 markets, grounding investment decisions in MMM, channel efficiency analysis and market-level dynamics.
Led the data science work behind MMM, marketing forecasting and channel saturation analysis , models fed directly into quarterly investment decisions and contributed to a 6% reduction in customer acquisition cost.
Scaled the marketing BI layer , dashboards and self-serve tooling in [BI tool] giving market managers, creative leads and CRM teams consistent visibility into channel performance, experiment outcomes and funnel health.
Built a unified measurement foundation across app and web a single source of truth for attribution across hundreds of millions of weekly events including event taxonomy governance and cross-platform identity stitching.
Partnered with marketing leadership to diagnose channel performance and shape creative, audience and market entry strategies through clear, data-driven recommendations.
Drove an experimentation programe across onboarding and reactivation, with tests delivering measurable lifts in activation and first-purchase rates.
Business intelligence GDPR Marketing Data science Machine learning