Hello

Digital decisions, made clearer.

Based in Malvern, Worcestershire

I’ve spent over a decade working inside growing e-commerce business, currently as Head of Data at Perfect Fit Harness, so I care about what actually works day to day, not just what looks good in reports.

My focus is keeping things clear, practical, and useful, whether that’s performance data, user behaviour, or websites.

How I Work

I don’t force tools or frameworks where they don’t fit. I start by understanding the real problem, looking at behaviour as well as numbers, and building systems that make decisions simpler, not louder.

I work comfortably across data, websites, marketing, and operations, often translating between technical teams and non-technical people. When things feel pressured or messy, I focus on clear structure, calm communication, and practical next steps.

What I’m Known For

Translating complex data into clear decisions
Improving websites based on real user behaviour
Making analytics and reporting genuinely useful
Balancing commercial goals with empathy and clarity
Building systems that scale without unnecessary complexity

Tools & Platforms I Use

These are tools I’ve used in real working environments, not just tested once

E-commerce & Websites

Magento (extensive hands-on experience)
Wix & Wix Studio
Shopify (ongoing)
Shiptheory

Analytics & Marketing

Google Analytics (GA4)
Google Ads
Search Console
Meta Ads Manager
Reddit Ads (pixel & tracking)
Tag Manager
CapCut

Data & Operations

Microsoft Excel (Advanced CPD certified, 10+ years)
Forecasting & scenario modelling
Database building & reporting systems

Business & Collaboration

Xero
Monday.com
Microsoft 365 (Excel, Power BI basics, SharePoint)
Canva (content & visual assets)
Paypal