Implementation is the means, not the headline. Every engagement runs the same disciplined framework — so the analytics always ties back to a decision the business actually needs to make.
It is deliberately a cycle, not a line — optimisation feeds the next round of objectives, so measurement keeps compounding.
Start with the decision the business needs to make and the KPI that settles it — not the tags.
Assess the existing tagging, data model and reporting to find what's missing, broken or misleading.
Design and deploy a scalable GA4 / GTM tagging framework that captures clean, consistent data.
Turn the data into reporting and insight stakeholders can act on — the right view for each audience.
Run experiments against the insight, measure the lift, and feed the result back into objectives.
Outcomes from real engagements — measured, shipped and adopted, not theorised.
User-flow and photo-journey analysis fed an A/B programme that stopped applicants restarting — cutting call volumes and server load.
The same evidence base drove changes that reduced re-work downstream — operational impact, not just upstream clicks.
Root-cause analysis surfaced a six-month performance degradation; the fix unlocked approval to scale to larger markets.
Most clients need both: someone who can architect the measurement, and someone who can tell the business what to do with it.
Define what matters to the business, then design the measurement model that answers it — KPIs, event taxonomy and the questions the data must settle.
Enterprise-grade GA4 and Google Tag Manager architecture — scalable, consistent and documented — including full Universal Analytics → GA4 migration with continuity preserved.
Turn behavioural data into tested changes: find where users drop, hypothesise, run the experiment, report the lift in terms the business cares about.
BigQuery, Databricks and ETL pipelines feeding Power BI, Tableau and Looker Studio — trustworthy numbers without chasing them.
Acting as the senior point of contact for data-driven decisions — translating between product, engineering and leadership so insight changes the roadmap.
Including a multi-year programme across HM Passport Office and the General Register Office.
Led an extensive audit of legacy tagging infrastructure and delivered a more efficient GA4 framework using GTM, BigQuery, Databricks and Tableau. Translated stakeholder requirements into scalable, consistent tracking and built dashboards surfacing optimisation opportunities across key customer journeys.
Owned and led the digital performance analytics function for over six years. Managed the Google Marketing Platform, delivered the Universal Analytics → GA4 migration with full continuity, and ran an A/B programme that cut online photo failures by 25% and examiner failures by 50% — reducing applicant restarts, call volumes and server load.
Built Firebase tracking for Viking EU's B2B mobile app and ran SQL-driven multi-channel analysis during a multi-country rollout. Root-cause analysis of a six-month degradation in the German market delivered a 30% conversion uplift and approval to scale to larger markets.
Web analytics and conversion consulting across agencies, plus earlier analyst roles at Camelot, Travelodge, Signet Trading and Network Research.