I make a company's numbers safe to bet on.

Most analytics professionals live on one side of a line. Business Analysts hand you a slide deck and a confident story built on numbers that don't hold up or can't go deeper into the data. Technical Data Analysts hand you clean data but don't understand the business well to account for gotchas in the business reality. I work both sides. Throughout my career I've had to be the tech voice in the business room and the business voice in the tech room, which is exactly why I see trust running the whole way, from the tag firing to the decision getting made.

I got into retail because I loved fashion. I had never worked in analytics before. I landed a job at Aldo as a digital analyst, leading marketing analytics across three banners (Aldo, Call It Spring, and Globo) across Canada, the US, and international markets. It was a big job. Working alongside Google's team on media analytics projects there led to a seat on the other side of the table: a few years at Google, supporting large Canadian retail clients on incrementality testing and getting more signal out of their measurement.

I stayed because the retail dataset is one of the best to work with across industries. People buy in precise, repeatable ways, and retail generates enough clean, structured data to reward real analytical rigor instead of guesswork. I've now seen retail measurement from the client side, the vendor side, and now the agency side, running my own small practice. That range, and the multiple perspectives it gives me for solving a problem, is what I bring to a new engagement.

My main expertise is with retail and lead-generation companies: GA4 and GTM tracking, the data warehouse and modelling underneath it in dbt, Snowflake, and GCP, and the reporting on top in Tableau, Power BI, and Looker Studio. But the tools aren't the point. The point is that when your team looks at a number, they believe it, and they know what to do next.