This is my digital garden: a collection of notes, questions, half-formed ideas, and things I’m still trying to understand.
My background is in commercial intelligence and digital transformation. I’ve worked across FMCG, wine and spirits, B2B consulting, and digital products, in environments ranging from startups to large global corporations. Most of my work has involved building the structure behind better business decisions: BI systems, KPI frameworks, data processes, and teams that make analytics useful in sales, marketing, and everyday operations.
I’m especially interested in what happens next, as AI and modern analytics tools make it easier to explore patterns rather than only confirm existing hypotheses.
This site is not a second CV. It’s a public learning space where I think through ideas, collect useful patterns, and share work while it is still in progress.
Work
- Design
TechDesignTechBusiness Analytics Lead / Product OwnerUsed market research, customer discovery, analytics, and product thinking to help turn a design-to-purchase service from an early idea into a working commercial product. 
Pernod RicardHead of BI & AnalyticsLed a company-wide BI and planning transformation, bringing sales, marketing, finance, and supply teams onto shared metrics, dashboards, and a more data-driven demand planning process.
ARIMAHead of Business AnalyticsTurned econometric and commercial analysis into practical recommendations, KPI systems, and business review processes for retailers, manufacturers, and smaller companies.
AB InBev EfesDecision Support ManagerBuilt and scaled commercial BI across sales and marketing, redesigning KPI trees, automating sales incentives management and reporting processes for a large field organization.
Procter & GambleBI & Reporting Group LeaderBuilt business performance reporting and BI systems for distribution and retail measurement, while redesigning product master data and consumer-facing hierarchies.