My digital career started with SEO and building and managing websites that brought in customers in highly competitive industries such as plastic surgery, dentistry, luxury real estate, casinos, resorts, etc,.In 2008 I began learning Conversion Rate Optimisation(CRO), content strategy with a strong focus on UX, and lead generation & customer acquisition using digital paid advertising(AdWords, Facebook Ads, affiliate marketing).In order to understand and scale successful digital advertising I started learning analytics, user segmenting, touch points analysis, and data visualisation tools in order to continue year over years growth for business. My knowledge and capabilities have evolved into Data Science and Business Intelligence(BI) focused on advertising, customer metrics, and an ability to see patterns in data. These skills gives me the ability to understand customer behaviour and how to change raw data into actionable information for business success and scaling through all digital channels.