Analytics overview
Turning complex performance data into clear decisions.
I came into analytics through growth and commercial roles, so I care about more than producing reports: what changed, why it changed, whether the data can be trusted, and what should happen next.
Career trajectory
Commercial context → deeper analytics
A broader commercial background before moving into dedicated BI, measurement and analytics roles.
Core strengths
Where I add the most value
Power BI & DAXModels, measures, reporting layers
Data modellingClear grain, reusable logic, trusted KPIs
MeasurementGA4, GTM, event structures, data quality
Decision supportStakeholder reporting, forecasts, recommendations
Selected work
Three analytical problems, three different lenses
01
Value integrity in multi-touch journeys
Separating interaction-level influence from unique commercial value.
Open case →02
Activation & retention behaviour
Finding where users lose momentum and which behaviours correlate with return.
Open case →03
Forecasting & decision support
Moving the conversation from what happened to what should happen next.
Open case →Experience
A commercial career that moved deeper into data.
The common thread has always been using evidence to decide where to focus, what to change and what matters commercially.
May 2024 — Apr 2026
Marketing Data Specialist
Milestone SystemsOwned analytics across three global websites and hundreds of subdomains, building KPI structures, Power BI/Looker reporting, measurement logic, data-quality controls and stakeholder routines across Marketing, Sales and Product.
Aug 2023 — Dec 2023
Senior Programmatic Specialist
Better CollectiveManaged global performance activity with monthly spend above six figures and used audience, traffic-quality and conversion signals to steer investment. ROAS exceeded 85% by departure.
2021 — 2023
BI Analyst / Senior Programmatic Manager
Traffic LabBuilt BI reporting for a flagship affiliate business and owned recurring monthly performance reviews, including an 11-page management pack covering results, drivers, anomalies and recommended actions.
2018 — 2021
Growth & acquisition analytics
Gaming Innovation Group • Calldorado • PointvoucherWorked across app and web acquisition, experimentation, event structures, cohorts, retention, LTV, forecasting and commercial performance.
2013 — 2017
Commercial & partnerships
Jampp • GameGenetics • OLA mobile • UOL BoaCompraInternational advertiser, publisher and partner roles combining performance data, integrations, forecasting and commercial negotiations.
Case studies
Evidence of how I think.
Each case focuses on the analytical reasoning, model choices and communication needed to make the output useful.
01
Commercial measurement
Value integrity in multi-touch journeys
Keeping influence visible without allowing repeated interactions to inflate a unique commercial value.
Power BI logicData modellingCRM context
Open →
02
Product behaviour
Activation & retention
Turning behavioural events into a practical view of onboarding, adoption, cohorts and return behaviour.
EventsCohortsRetention
Open →
03
Commercial intelligence
Forecasting & decision support
Combining actuals, targets, forecasts and scenarios so management can decide what to do next.
ForecastingDAXExecutive reporting
Open →
Toolkit
Depth matters more than a long tool list.
I prefer to be explicit about where I am strongest, where I have practical working experience, and what I am actively deepening.
Core strengths
Where I am strongest
Power BIDAXPower QueryData modellingGA4GTMKPI designStakeholder reportingForecasting
Building understandable models and reporting layers, agreeing definitions, improving measurement quality and translating findings into decisions.
Working capability
Used directly in analytical work
SQLBigQueryLooker StudioSalesforceHubSpotAdvanced ExcelAPIsTableau
Practical analytical use. SQL is useful in my work, but it is an area I would like to deepen further rather than present as one of my strongest skills.
Developing
Capabilities I am actively extending
AI-assisted Pythondbt exposureGit / PR workflowLLM workflows
Python is primarily AI-assisted and human-validated. I have practical exposure to dbt and Git workflows without presenting either as deep production expertise.
Power BI Desktop
Maven Analytics · Nov 2022 · 25 CPE credits
Certificate of completionGoogle Ads Search Certification
Google · issued Feb 2024
Expired Feb 2025About
I like analytics when it changes the conversation.
A good dashboard is useful. A clear definition, trusted data and a decision at the end of the meeting are better.
How I tend to work
I start by clarifying the business question and agreeing the definitions behind it. Then I work through the model, validate the data, test the likely drivers and make the implication clear enough that the next action is obvious.
I also enjoy the operating structure around analytics: KPI governance, intake and prioritisation, reporting standards, documentation and the routines that turn one-off analysis into something a team can trust.
Portuguese in CopenhagenInternational by default, direct by preference.
FootballBenfica supporter. Data rarely makes this less emotional.
Cooking, music & gamesThe non-dashboard parts of the week.