Description

Business Data Analyst with 13+ years of experience leveraging analytics to drive strategic

decision-making, performance optimisation, and revenue growth. Strong background in translating complex data sets into clear insights using SQL, Python, and Power BI. Experienced in building KPI frameworks, predictive models, and executive dashboards to support commercial, operational, and marketing performance. Currently studying for an MSc in Business Analytics at Aston University.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Birmingham (up to 50km)

Mission Metrics LTD
Founder
September 2025 - Today (9 months)
• • Founded a data analytics and impact measurement consultancy supporting mission driven organisations.
• • Design and implement structured data models and KPI frameworks to transform fragmented operational data into decision-ready insights.
• • Develop Power BI dashboards and predictive models to forecast donor retention, funding trends, and programme performance.
• • Lead stakeholder workshops to align business objectives with measurable metrics and reporting standards.
• • Produce data-led impact reports supporting funding bids, board reporting, and strategic planning.
Business Growth Global
Sales & Marketing Director
December 2024 - Today (1 year and 6 months)
• • Lead business and marketing performance analysis to identify growth opportunities across acquisition funnels.
• • Built automated Power BI dashboards to monitor revenue KPIs, marketing attribution, and sales pipeline performance.
• • Conduct funnel and cohort analysis to optimise lead conversion and customer lifetime value.
• • Oversee CRM data segmentation and reporting to improve targeting and engagement outcomes.
• • Provide executive-level insight to support strategic revenue forecasting and decision-making.
4DJ Birmingham
Sales Director
January 2014 - October 2024 (10 years and 9 months)
• • Used sales and customer data analysis to guide business transformation and digital modernisation.
• • Developed forecasting models to support B2B expansion and pipeline management.
• • Improved e-commerce performance through structured testing, behavioural analysis, and conversion optimisation.
• • Launched integrated marketing campaigns supported by performance tracking and ROI analysis.