• Coordinating the Data Analytics Wednesday monthly meetup for the Sydney data community• Organising the annual Sydney MeasureCamp un-conference for 200+ attendees

• Team build, enablement and development• Business and data analytics strategy buy-in• Analytics prioritisation and project delivery

• Developed testing framework and integrated multiple data sources and conversion points into a self-serve experimentation tool to drive a test and learn culture• Lead analyst for strategic projects to determine the most valuable lead to settlement opportunities across the company, integrating proactive data capture with insight-driven decision making across the product delivery lifecycle• Drove data literacy by training cross-functional teams in self-serve analytics capability and confidence

• Supported a product-led growth mindset by working with product managers to understand user behaviour using statistical analyses including segmentation, hypothesis testing• Conducted user behaviour analysis to identify $10M+ in incremental revenue opportunities (+15% YoY growth for the channel), shifting priorities for Product OKRs and roadmap

• Developed framework for channel lift testing to measure incremental value of paid marketing, collaborating with Google and Meta (Facebook) to run the first ever zip lift test in Australia• Rebuilt attribution model to include impact of offline (flyers) and partner marketing, supporting executive leadership on budget optimisation decisions• Drove measure of customers' value beyond their first order to inform key marketing initiatives including new customer incentives and acquisition channel investment• Led migration of clickstream data and decommission of old analytics platform (Webtrekk) to deliver accurate attribution on app and generate platform savings of $20k+ per year• Presented THE ICONIC's journey in defining, measuring and using customer value at the Marketing Evolution Experience conference in Las Vegas and Web Analytics meetup in Sydney

• Managed multi-million dollar online budget, determining allocation to meet FY17 profit goals • Developed an attribution solution that determined efficacy of digital marketing channels at driving both online transactions and offline agent in-store bookings• Analytics lead in site migration of helloworld.com.au• Analysed factors driving revenue across hotel offerings, developing and testing a bidding model to drive an 18.2% improvement in spend efficiency• Owner of paid digital marketing channel performance, supporting senior management on marketing opportunities and campaign strategy

• Led attribution projects end-to-end using R, Shiny, Tableau and SPSS• Led technical implementation from existing web analytics audits through to providing end-user training and designing solutions• Guided deliverables of junior analysts across attribution and web analytics projects

• Identified opportunities for media spend from custom-built attribution models, delivering incremental revenue and improved efficiency• Identified opportunities for website conversion rate optimisation through AB testing• Analysed complex datasets to understand brand perceptions and customer behaviour (including clustering, correspondence and factor analyses)• Seconded to multiple banks, insurance companies for training on analytics and reporting

• Integrated transactions data with Adobe Analytics to analyse marketing performance• Built reporting in Tableau to provide insights on sales performance and user behaviour