Nearly 20 years at the sharp end of digital.

Working independently with SMEs and startups as a hands-on digital partner — taking full ownership of strategy, execution and ongoing performance management across the complete digital mix. Founded JS Digital Consultancy to formalise this practice and provide growing businesses with enterprise-grade digital expertise at an accessible scale.

• Led end-to-end website redesign
• Developed and executed SEO strategy
• Built and launched Google Ads framework
• Created and delivered email marketing campaigns
• Implemented end-to-end tagging and tracking using GA4, Microsoft Clarity and Google Search Console
• Integrated lead capture forms and CRM pipeline using GoHighLevel
• Conducted planning workshops and regular governance meetings

Engaged by the agency to support JTI's global team across 8 EMEA markets, delivering comprehensive digital performance analysis, customer behaviour insights and loyalty programme effectiveness reporting across a complex multi-market environment.

• Conducted GA4 analytics across key website funnels
• Used Content Square for customer journey and UX analysis
• Queried and analysed customer and loyalty programme data within Treasure Data CDP using SQL
• Delivered monthly cross-market performance reports
• Collaborated with UX, data and client management teams

Brought in to translate complex global datasets into compelling strategic narratives — combining analytical rigour with storytelling craft to forecast market trends and inform category strategy across global regions.

• Analysed market research, customer behaviour and social media data
• Developed clear, engaging data narratives tailored to varied senior business audiences
• Partnered with data science teams to build models
• Incorporated regional nuances, cultural dynamics and competitive context
• Delivered insights that directly shaped strategic direction

Served as the embedded commercial data expert for SharkNinja, generating actionable insights on pricing, promotional impact, market positioning and competitive landscape across Air Fryers, Vacuum Cleaners and Beauty — three product categories across three EMEA markets.

• Synthesised data from Domo, GfK, Google Analytics, media channels and Statista
• Managed daily, weekly and monthly reporting cadence
• Conducted financial analysis — variance analysis, trend modelling and revenue forecasting
• Performed competitor analysis
• Identified category gaps and opportunities, crafting sales stories
• Delivered commercial recommendations to senior management

A two-year global engagement monitoring and optimising D2C ecommerce performance across 50+ PMI markets — delivering deep-dive analysis on product launches, web feature releases and digital channel performance at scale, while leading the full migration from Google Analytics Universal 360 to GA4.

• Established standardised KPI framework and automated dashboards
• Monitored ecommerce KPIs globally
• Delivered deep-dive analysis on the complete customer journey
• Facilitated monthly performance reviews
• Conducted impact analysis on website feature launches
• Forecast performance in line with global objectives
• Led migration from Google Analytics Universal 360 to GA4
• Trained new team members and interns

Identified opportunities to improve customer experience and drive sales for River Island's ecommerce web and app business through omnichannel insight. Later in the engagement, the role became heavily focused on leading a major analytics transformation — migrating from Adobe Analytics to GA360 and implementing mobile app analytics using Firebase across 9 international domains.

• Identified pinch points and optimisation opportunities
• Aligned insights with River Island's A/B testing programme
• Delivered insight to stakeholders at all levels
• Designed and maintained automated daily, weekly and monthly reports
• Led full analytics platform migration from Adobe Analytics to GA360 across 9 international domains
• Implemented mobile app analytics using GA360 and Firebase

Recruited, developed and led a high-performing analytics insight team, delivering actionable insights from omnichannel data sources to improve customer experience and drive sales across the Mothercare business.

• Hired and led a team of analysts
• Led measurement planning — defining success criteria
• Built customer segmentation analytics
• Drove UK pricing strategy and trade plan
• Created a test-and-learn environment

The first contract engagement after transitioning to independent consultancy — delivering actionable customer behaviour insights from Costa's digital app and web products, with a particular focus on mobile app analytics and identifying new measurement opportunities.

• Developed digital analytics reporting for mobile app and website
• Sourced and analysed mobile app data using Firebase, APT, Magento CRM, iTunes Connect and Google Play Console
• Built custom performance dashboards
• Aligned all reporting with the wider digital data strategy
• Ensured insights were clearly communicated with tailored messaging

Owned digital insights and analytics for GSK Consumer Healthcare's ecommerce channel and 15+ brand and content marketing websites — including Sensodyne, Voltarol, Oilatum and Beechams — across the GB and Ireland markets.

• Established the analytics roadmap for the business
• Produced monthly dashboards covering KPI performance, share of voice, competitor analysis and conversion metrics
• Integrated data from Google Analytics, Omniture and CRM (Servoy)
• Analysed price elasticity and promotional impact
• Used Hitwise data to map 150+ competitor websites
• Identified critical drop-off in the checkout journey — recommended Guest Checkout and mobile-first improvements

Responsible for implementation and management of web analytics across all CPP web properties globally — creating a centralised data repository integrating multiple analytics platforms and delivering customer intelligence to stakeholders.

• Delivered detailed web analysis through management dashboards
• Measured effectiveness of online marketing channels
• Supported UX and ecommerce development
• Successfully implemented Google Analytics across 7 international markets (UK, Austria, Germany, Hong Kong, India, Brazil, Mexico)
• Trained and mentored local teams
• Used Brandwatch for social monitoring

A seven-year career spanning three distinct roles — beginning in internet banking support, moving into analytical project work and ultimately becoming the primary web analytics and digital development resource for the Clydesdale and Yorkshire Bank online channels. This is where my digital analytics journey began, in October 2006.

• Managed web analytics tools and produced management information
• Tracked customer journeys end-to-end
• Led redesign of Clydesdale Bank (cbonline.co.uk) and Yorkshire Bank (ybonline.co.uk) websites using IBM WebSphere CMS
• TCF (Treating Customers Fairly) champion
• Delivered Lean Sigma project on First Call Resolution

Early career sales management role — overseeing the performance of 3 teams of 15 financial services advisors, developing coaching frameworks and managing product training programmes.

• Managed sales performance across 3 teams consistently meeting monthly targets
• Delivered product training on Chase financial products
• Collaborated with US counterparts to share best practices