Analytics • BI • Commercial Intelligence

João Candeias

Copenhagen-based analytics professional with around four years in dedicated BI/data roles and more than ten years working with data-driven commercial decisions. I combine SQL, Power BI, measurement and semantic modelling with the stakeholder context needed to turn analysis into something a business can actually use.

jm.candeias@outlook.com linkedin.com/in/thejoaocandeias Portfolio Copenhagen, Denmark
3 global websitesAnalytics ownership across hundreds of sub-domains
6-figure monthly spendCommercial optimisation experience
85%+ ROASBetter Collective by departure
11-page monthly reviewOwned and presented recurring performance packs

Experience

Marketing Data Specialist

Milestone Systems
  • Owned analytics and measurement across 3 global websites with hundreds of sub-domains, supporting Marketing, Sales, Product and senior leadership.
  • Built Power BI semantic models, DAX measures, Power Query transformations, Looker Studio reporting and BigQuery-supported analysis.
  • Created KPI definitions, reporting standards, intake/prioritisation routines and data-quality documentation that made recurring reporting more trustworthy and repeatable.
  • Worked with lead, MQL/SQL and Salesforce pipeline logic, including safeguards against duplicating downstream opportunity value across multiple high-intent interactions.
  • Built forecast views for leads and pipeline amounts and supported activation/onboarding, feature-adoption, retention and funnel analysis.

Senior Programmatic Specialist

Better Collective
  • Managed global performance activity with monthly media spend above six figures, using audience, market, traffic-quality and conversion signals to steer allocation.
  • Tested audiences, inventory, bids and CPMs and translated results into commercial recommendations. ROAS exceeded 85% by departure.

BI Analyst / Senior Programmatic Manager

Traffic Lab
  • Built BI dashboards combining traffic, revenue, partner and KPI data for a flagship affiliate business using SQL/BigQuery-supported datasets.
  • Owned recurring monthly performance reviews for my websites, producing and presenting an 11-page document covering results, drivers, anomalies and recommended actions.
  • Used forecasts, scenarios, segmentation and partner economics to diagnose performance and guide priorities.

Growth, acquisition & commercial roles

Gaming Innovation Group • Calldorado • Pointvoucher • Jampp • GameGenetics • OLA mobile • UOL BoaCompra
  • Worked across paid acquisition, app analytics, cohorts, retention, LTV, attribution, forecasting, partnerships and commercial negotiations.
  • Used Firebase, AppsFlyer, Adjust and Kochava in mobile measurement contexts, including event taxonomies, deep links and S2S postbacks.
  • Managed and coached junior media buyers in earlier acquisition leadership work.