Description

Hi, I'm Fay — I help small business owners and entrepreneurs make sense of their data and get more from their Shopify stores.

I spent 12+ years as a Data Visualisation Director working with global brands across retail, manufacturing and technology. Now I bring that same senior-level thinking to small businesses, just without the agency price tag or the jargon.

I turn messy data into clear dashboards and reports that actually tell you something useful. I audit and optimise Shopify stores that aren't converting the way they should. And I help business owners build proper strategy around their numbers — so decisions get easier, not harder.

I also run my own product business on Shopify, which means I understand the challenges my clients face from the inside, not just in theory.

I typically work on: Power Bi, Looker Studio and Google Sheets dashboards, Shopify health checks and setup, conversion optimisation, 90-day growth plans, and ongoing fractional analyst support.

If you want someone senior in your corner without the full-time cost, I'd love to hear what you're working on.

Industry field of expertise

Languages

English
Native or bilingual
Spanish
Basic

Workplace preferences

Can work on-site

Stafford (up to 50km)

The Creative Analyst
Owner
February 2026 - Today (4 months)
Helping small businesses make their websites and data work as hard as they do.
Data audits, visualisation and training
Data Visualization Shopify Business Intelligence (BI) Strategy
Dentsu
Data Visualisation Director
January 2020 - February 2026 (6 years and 1 month)
Led a specialist data visualisation team of three, overseeing hiring, resource allocation and performance across a range of seniority levels.
Remained hands-on throughout, continuing to build, project manage and QA dashboards in Power Bi, including a CRM dashboard in the manufacturing industry, alongside managing the team.
Created detailed internal documentation including SOWs, SOPs, training plans, and 90‑day onboarding programmes.
Acted as senior client lead across three accounts, owning the full relationship from requirements gathering and dashboard strategy through to delivery and sign-off.
Represented the data visualisation function in cross-agency conversations, contributing to new business pitches and capability discussions.
Building relationships with global partners, senior leaders, and cross-functional teams to ensure expectations and timelines are met.
PowerBI Team management Project Management Data Visualization Business intelligence
Dentsu
Data Visualisation Manager
September 2017 - January 2020 (2 years and 4 months)
• • End-to-end ownership of up to two projects simultaneously, from brief through to client sign-off.
• • Coordinating ETL processes combining at least four sources (including Search Ads, Meta Ads, Google DV360 and planned data) into clean, dashboard-ready datasets.