About Gabriela
Visionary, strongly analytical, and long-term strategy-focused Insight & Analytics Director with 10+ years of experience in tech, media, and financial industries. Strong interest in new space economies,
great commercial awareness, industry and market knowledge with a talent for communication and
mentorship. Solutions oriented and passionate about space, metaverse cross-channel measurement plus
establishing advanced analytics and measurement standards.
CORE SKILLS
• Deep understanding of metaverse and Web3 media environment and analytics structures.
• Broad knowledge in new space economy industry and business models. Certified by EPFL.
• Outstanding knowledge in statistical analysis, quantitative economic analysis, econometric
modelling and forecasting.
• Intuitive foresight in identifying triggers and signal trends to the technology, media, banking,
finance, retail and FMCG markets.
• Experience in advising and working closely with senior stakeholders and board.
• Excellent relationship development and customer relationship management (CRM) skills.
• Excellent written and oral communication skills, including team management and mentorship.
• Innovative team management techniques across multicultural and hierarchically various team
members.
• Highly experienced in software packages: MS Office (incl. Excel), SAP, SQL, R, Python,
Knime, eViews, Tableau.
English
Native or bilingual
Polish
Native or bilingual
Can work on-site
London (up to 50km)
Experience
- Billion Dollar BoyDirector of Insight & AnalyticsPRESS AND MEDIAOctober 2023 - September 2024 (11 months)London, United KingdomStrategy/Vision▪ Established long-term data strategy and defined frameworks to measure marketing effectiveness,set KPIs, benchmarks, targets, and forecasts to support business cases and streamline internaloperations.Data▪ Conducted multiple data discoveries and analytics projects to unify consumer data and developinsights to inform the strategy team and drive long-term effectiveness.▪ Measured, evaluated and optimized marketing activities, using best practice “test-and-learn”methodologies.▪ Established the measurement and improved effectiveness of new media channels, such asinfluencer marketing, as well as streaming services including AR filters.Team▪ Established presence of global data team including first structures on the US market.▪ Led global data team and pioneered semi-automated project tracking, including resourcemanagement and improved workload flow using tools of Monday.com and Asana.▪ Management and development of a global data team, including skill learning and careerprogression.▪ Originated data skills and knowledge transfer program across wider agency businessglobally.Commercial/External Relations▪ Trusted advisory for clients on ‘all things data’.▪ Developed data strategies and roadmaps to manage and propel client marketing activitiesforward.▪ Participation in the pitching process to acquire new clients globallyInternal Relations▪ Built relationships with commercial and internal agency teams to promote, develop and managedata projects.
- MetaAnalytics LeadTECHJanuary 2020 - January 2023 (3 years)London, UKDevelopment of new cross channel media measurement framework following the needs ofSmall, Medium and Large size businesses (SBG, GBG Scaled, GBG)▪ Established, maintained and reported on newly established KPIs allowing for introduction ofglobal standard of continuous performance reading.▪ Maintained and implement existing dashboards to track and manage Global Business Marketingand Media activities▪ Educate stakeholders and EMEA GBM (Global Business Marketing) team on implementationand insight production based on existing dashboards.▪ Created constant line of communication and cooperation in between regions (EMEA, APAC,NA) and Global.▪ Introduced semi-automation to campaign and cross-channel marketing initiatives performanceand insight reading.▪ Worked with Digital Marketing, Media and Senior Leadership stakeholders to provide analyticalsupport for ongoing needs and large initiatives.▪ Effectively communicated complex analytical concepts to non-technical stakeholders to drivedata driven decision making.▪ Conducted insightful analysis using internal and external data (e.g. revenue, product, market,industry) to derive insights that will drive business decisions.▪ Established global standard of B2B Marketing Mix Modelling (MMM), altogether withMarketing Science and Marketing Research Teams.▪ Regional champion in cross-EMEA implementation on Claravine tagging tool.
- Samsung UKSenior Analytics ManagerINTERNET OF THINGS (IOT)May 2023 - August 2023 (3 months)Chertsey, United Kingdom▪ Delivered insight-based analysis to inform and support the creation of new businessvalue for Connected Services (IoT), including Product, Marketing and Customer insight▪ Tracked and reported performance metrics and delivery plans among Connected Services (IoT),mobile and mobile application▪ Data management (mapping, integration, synthesis, and visibility)▪ Scoped and created solutions for integration and interpretation of data across Connected Services(IoT).▪ Built an engagement plan and identify key partners who manage different data inputs acrossSEUK, ETO, and HQ.▪ Build and maintain strong relationships with data processors and controllers.▪ Collaborate with internal teams such as consumer insights, data, and services to spot early trendsand opportunities for assessment.▪ Maintain relationships with channel and other customers on strategically important focus areas.
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Education
- Marketing AnalyticsColumbia University in the City of New York2019Marketing Analytics
- Machine LearningColumbia University in the City of New York2019Machine Learning