BI
CompletedCertificate of completion
Power BI Desktop
Maven Analytics
Formal Power BI Desktop training covering the core workflow behind the BI work shown across this portfolio.
Analytics • BI • Commercial Intelligence
I turn messy performance data into decisions people can use.
I came into analytics through growth and marketing. That made me care less about reporting for its own sake and more about what changed, why it changed, whether the data can be trusted, and what a team should do next.
Copenhagen-based analytics professional with around four years in dedicated BI/data roles and more than ten years working with data-driven commercial decisions.
3
global websites owned analytically
100s
of sub-domains in measurement scope
6-figure
monthly media budgets managed
85%+
ROAS at Better Collective by departure
~4 yrs
dedicated BI / analytics roles
Selected work
Three cases that show how I think.
These are synthetic recreations of analytical problems I have handled professionally. No employer or customer data is used. The point is the reasoning, modelling and communication, not a screenshot gallery.
01 • B2B GTM analytics
Marketing → Pipeline Analytics
How do you connect behaviour, campaign activity and CRM pipeline without accidentally counting the same opportunity value several times?
BigQuery / SQLPower BI logicSalesforce
02 • Product analytics
Activation, Retention & Product Behaviour
Turning event data into an onboarding funnel, cohort view and a practical answer to where activation is being lost.
EventsCohortsRetention
03 • Commercial intelligence
Commercial Performance & Forecasting
A management view that combines actuals, forecast, budget and scenarios so the conversation can move from “what happened?” to “what now?”.
ForecastingScenario modellingExecutive reporting
May 2024 — May 2026
Marketing Data Specialist
Milestone Systems
Owned analytics across three global websites with hundreds of sub-domains. Built KPI structures, Power BI/Looker reporting, event and measurement logic, data-quality controls, and decision routines across Marketing, Sales and Product.
Aug 2023 — Dec 2023
Senior Programmatic Specialist
Better Collective
Managed global performance activity with monthly spend above six figures, using conversion, audience and traffic-quality data to steer investment. ROAS exceeded 85% by departure.
Oct 2021 — Jun 2023
BI Analyst / Senior Programmatic Manager
Traffic Lab
Built BI reporting for a flagship affiliate business and owned recurring monthly performance reviews, producing and presenting an 11-page management pack covering results, drivers, anomalies and next actions.
2018 — 2021
Growth & acquisition analytics
Gaming Innovation Group • Calldorado • Pointvoucher
Worked across app and web acquisition, experimentation, event taxonomies, Firebase/MMPs, cohorts, retention, LTV, forecasting and commercial performance.
2013 — 2017
Commercial & partnerships
Jampp • GameGenetics • OLA mobile • UOL BoaCompra
International advertiser, publisher and partner roles combining performance data, integrations, forecasting and commercial negotiations.
Toolkit
Technical enough to build. Commercial enough to know why.
I am strongest in SQL/BigQuery, Power BI/DAX, measurement and stakeholder-facing analytics. Python is mostly AI-assisted and human-validated; I prefer being precise about that rather than pretending every tool is equally deep.
Core analytics
SQLBigQueryPower BIDAXPower QueryAdvanced ExcelLooker StudioTableau
Semantic/star-schema modelling, reusable measures, reporting layers, forecasting, scenarios, segmentation and practical experimentation.
Measurement & customer data
GA4GTMSalesforceHubSpotFirebaseAppsFlyerAdjustKochavaAPIs
Event taxonomies, funnels, cohorts, retention, attribution, S2S postbacks, deep links, CRM-connected reporting and data quality.
Modern analytics
AI-assisted Pythondbt exposureGit / PR workflowLLM workflowsData governance
AI for SQL/DAX troubleshooting, analysis acceleration, classification, reporting and prototypes. Outputs are human-validated before they become decisions.
Certifications & credentials
Formal training behind the toolkit.
Selected credentials that support the technical and commercial foundations of my work. I keep the distinction clear between course completion and active vendor certification.
G
Past credentialGoogle certification
Google Ads Search Certification
Supports my earlier paid-search and performance-marketing background; shown as a historical credential rather than a current certification.
About me
I like analytics when it changes the conversation.
A dashboard can look finished while the underlying question is still fuzzy. My preferred way of working is to agree definitions, understand what changed, test the likely drivers and make the recommendation clear enough that the meeting ends with a decision rather than another request for data.
I also enjoy building the operating structure around analytics: KPI governance, intake and prioritisation, reporting standards, documentation, adoption loops and the small routines that turn one-off analysis into something a team can trust.