About
About
I am a Data & Analytics executive with experience across international retail, e-commerce, and digital businesses.
My work has increasingly centered on how organizations use analytics to make better decisions, combining customer understanding, measurement, operating models, and organizational adoption. I have built and led international analytics teams, defined measurement and KPI frameworks, modernized analytics capabilities, and worked across Product, Marketing, CRM, UX, Commercial, and Technology.
Earlier experience in business systems, digital retail, and hands-on analytics gives me a practical perspective on how data connects with the way businesses actually operate. That combination of commercial, analytical, and organizational experience shapes how I approach Decision Intelligence, Customer Intelligence, and Analytics Transformation.
Professional Arc
The early part of my career moved from business systems into running a digital retail business and then into hands-on analytics.
Working with ERP implementations gave me direct exposure to business processes, system configuration, testing, and user adoption. Later, founding and operating an online retail business meant taking responsibility for strategy, operations, customer acquisition, and commercial performance.
Moving into analytics connected those two perspectives: understanding how a business operates and using evidence to improve the decisions within it.
My scope then expanded from analysis itself to leading analytics across markets, platforms, and teams.
At Amway, I led regional digital analytics across Europe, Russia, India, and Africa, working with regional and local teams to establish common measurement approaches and scale analytics across dozens of websites and mobile applications.
At zooplus, I led a digital analytics team supporting more than 25 country websites, with a strong focus on customer behavior, journeys, conversion, product performance, and analytical capability across markets.
These roles shaped my approach to international analytics: create enough consistency to scale, while preserving the market and customer context needed to interpret the data correctly.
More recently, my work has moved further toward the organizational conditions that make analytics effective at scale.
At Fressnapf, that has included building an international analytics team and matrix operating model, introducing decision-based analytics, defining measurement strategy and KPI standards, and leading major changes to analytics technology and measurement.
The emphasis is increasingly on connecting analytics with business questions, decision ownership, reliable measurement, self-service, and adoption rather than treating analytics as a separate reporting function.
How I Work
A few principles have remained consistent as my scope has grown:
Background
My education includes business administration, an Executive MBA, applied statistics, machine learning, and web/digital analytics, alongside executive programs at IMD and MIT Professional Education.
Languages: Spanish · English · German