What do you do?
I’m our Marketing Data Scientist. So, what does that involve?
In short, I analyse and interpret data, analytics, metrics and performance to find out what’s hitting the mark – and what isn’t – with one goal: a marketing strategy that’s continually improving and raising the bar.
My role is more about spreadsheets, databases and visualisation of data sets, and less about lab coats and goggles. But I never thought they were very flattering anyway.
Why do you do it?
My interests have always been varied, ranging from: art, photography, to graphics and numbers. But when it came to my career, it was hard to find something that ticked all the boxes.
I made the sensible choice, studied Accounting and Finance at University, then joined the Audit Team here. But crunching numbers daily wasn’t enough for me. Something was still missing. I felt like I was losing touch with my creative side.
So, when I was given the opportunity to move into the Marketing Team, it was a no-brainer.
Sounds like an extreme shift, right? Well, it was. I still get to be a number dork and excel geek, but I can now take this data and provide visual insights that influence the decisions we make. As well as this I work on reporting back to the business, market research and personas, which all allow us to focus our marketing with clear targets. Plus, I’m surrounded by a team of creatives, what’s not to love?
What kind of projects have you been involved in?
I’ve worked on many interesting projects in the past year. One of the larger tasks has been introducing more of a focus around data and how important this is for decision making and strategies.
What’s on top of your bucket list?
Going on safari in Africa has to be top of my list. I’m a sucker for the finer things in life too, so if that safari could be a luxury one; I’m sold.
I also want to learn how to speak Spanish, and finally, I just want to be able to get a tan. I’ve tried and failed for 25 years now (pasty problems), so if I could kill two birds with one stone and learn Spanish somewhere exotic, that would be fab.
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