Experienced Data Management Leader in Digital MarketingWith over 11 years of experience in digital marketing, I currently lead the Data team at Crafted. My background in SEO - spanning content, local, and technical - gives me a holistic understanding of marketing's bigger picture. I believe that data is a value-driver, not just a checkbox exercise.In my role, I take a strategic approach to help clients build solid data foundations that power their marketing activities. I enjoy collaborating across teams, aligning efforts to create the most effective marketing strategies tailored to each client’s objectives.As a team leader, I divide my time between mentoring and developing people, identifying new opportunities, and overseeing day-to-day operations. I’m passionate about leveraging data to inform marketing decisions, and I’m continuously learning to expand both my own and my team's capabilities.My experience ranges from small-scale initiatives to large, multi-discipline strategies involving multiple platforms and agencies. Data is a unifying force in these efforts. I still enjoy getting hands-on: whether it’s fine-tuning tracking in GTM, building reporting dashboards with BigQuery, or analysing datasets for actionable insights.