Leading data driven price and promotion optimization projects at M&S. In 2023 received M&S Innovator AwardI create and get approval for business use cases, develop data science roadmap, design analytical approac, manage the delivery data science squads and write the code, clean data and do anything necessary to make each project a success.Key results: - Markdown price optimization. Designed analytical approach, coded and productionised model for sales events pricing for all M&S Clothing & Home products. Model brings 10M incremental revenue annually.- Promotion effectiveness measurement and prediction. Designed approach and implemented model to measure and predict promotional performance.- Seasonal sales prediction for new products for early intervention.

• Built multitask grocery shopping recommendation system incorporating user price sensitivity using shallow and deep learning, embeddings and item similarity algorithms• Developed incremental data processing and feature generation pipeline using TensorFlow Data API • Built interactive text annotation tool and applied named entity recognition algorithms to extract product attributes from product descriptions and shopping receipts • Automatic customer support question answering POC (Elasticsearch, Neo4j, predictive modelling) • Dynamic fuel price optimization based on price response and competition modelling

• Built recommenders for large online retailer: basket completion, new products, repeat purchase products • Personalized grocery search POC • Real time clickstream data processing and contextual model scoring technology POC

• Large scale price response modelling and price optimization. Mixed effects models, Bayesian regression, pricing scenario simulation and optimization.• Market structure modelling for assortment optimization and cross elasticity estimation• Measured impact of price optimization trials using propensity matching and bootstrap uncertainty estimation

• Built attitudinal and behavioural shopper segmentations: lifestyle, life stage, value and price sensitivity • Estimated relationship between customer attitudes and purchase behaviour • Advertising impact on brand sales modelling

• Demand forecasting for short lifetime products at M&S• Pricing, churn and customer network models at Vodafone• Large scale promotion optimization and demand forecasting project for COOPCompanies I worked for: COOP, Vodafone, Unilever, Deutsche Bank, Diageo,

• Credit risk modelling• Marketing campaign response modelling• Customer segmentation• Campaign optimization

Air pollution modelling and forecasting