Data & Analytics Executive

I lead Data & Analytics with one central objective: better business decisions.

My focus is on customer understanding, decision support, and the operating models that make analytics useful at scale.

Decision Intelligence · Customer Intelligence · Analytics Transformation

01/Context

I work where business, customer, product, and technology meet.

In international and multi-market environments, I have built analytics teams and operating models, defined measurement and KPI standards, modernized analytics capabilities, and worked across functions to turn business questions into decision-ready evidence.

02/Focus

Where I focus

Three connected areas define most of my work.

01Decision Intelligence & Business Decision SupportStart with the decision, not the dashboard. I frame analytical work around the business question, the decision to be made, the actions available, and the evidence needed to choose well.02Customer Intelligence & Digital GrowthCustomer behavior needs business context. I connect journeys, funnels, product behavior, market differences, and commercial outcomes to support better customer and growth decisions.03Analytics Transformation & Operating ModelsTechnology alone does not transform analytics. Sustainable capability also requires clear priorities, measurement standards, governance, roles, self-service, and adoption.

Explore these areas

03/Selected Track Record

Decision-oriented analytics

Introduced a decision-based approach that reframes reporting requests around business questions, decisions, expected outcomes, and measurable impact.

Analytics transformation

Led analytics and measurement transformation across web and app, combining technology modernization with governance, standards, self-service, and organizational adoption.

Leadership and capability building

Built and developed international analytics teams and matrix ways of working, defining roles, priorities, stakeholder interfaces, standards, and approaches to self-service and capability building.

International and cross-functional environments

Led analytics across international and multi-market organizations, including more than 25 country websites at zooplus and regional responsibility across Europe, Russia, India, and Africa at Amway. Worked across Product, Marketing, CRM, UX, Commercial, and Technology functions.

04/Point of View

How I think about analytics

A few principles shape how I approach the work.

Start with the decision, not the dashboard.

Measurement quality is part of product quality.

Adoption is part of the analytics capability, not an afterthought.

Observation, causality, and expected impact are different things.

Read Insights

05/About

About

My background combines business systems, digital commerce, hands-on analytics, and international leadership. Over time, my focus has increasingly moved toward building teams, operating models, analytics capabilities, and decision support across complex organizations.

About my background

06/Insights

Insights

Selected writing on decision intelligence, customer understanding, analytics operating models, measurement quality, and analytical rigor.

Start with the Decision, Not the Dashboard Analytics Adoption Is Part of the Operating Model

View all insights

07/Contact

For professional conversations, you can reach me directly by email or LinkedIn.

Get in touch