With over 16 years of work experience, I am a seasoned and passionate data analytics leader who thrives on delivering data-driven insights and solutions for digital platforms. My mission is to help businesses leverage the power of analytics to optimize their online performance, customer experience, and growth. I have a Master of Science in Data Analytics from the University of Glasgow and multiple certifications from Adobe and the Digital Analytics Association.Currently, I am leading product analytics for all British Airways digital channels, including website and app. I am responsible for setting up effective product analytics teams and defining and executing product analytics strategy for BA. I use Adobe Experience Cloud, Google Cloud and other tools to measure, analyze, and report on key metrics, user behavior, and conversion funnels. I also collaborate with product managers, developers, and marketers to provide actionable recommendations and support data-driven decision making and experimentation.