Curriculum vitae

Insights, Analytics and Strategic Projects Manager, Publishing Operations APAC

• Built the P&L and unit economics framework for games and ran portfolio prioritisation across nine APAC markets, supporting trade-off and resourcing decisions for the APAC General Manager.
• Led a multi-quarter growth programme for VALORANT in Japan. Shaped the thesis, brought together publishing, esports and creator teams, and delivered a strategy playbook covering cultural fit, creator dynamics, growth models and a forecast of monthly active users.
• Built a Python-based scraper and Natural Language Processing sentiment analyser to close player intelligence gaps across APAC languages.
• Designed executive reporting infrastructure across APAC games on Tableau Cloud, turning ad hoc reporting into a repeatable operating mechanism.
• Led a strategic review of the Riot ONE esports event in Japan, designing new formats and a framework for cross-border expansion.

Manager, Shopper Insights, Retail Strategy and Analytics, MENA

• Deployed a $600K research budget to generate the analytics and insights behind decisions across Oreo, Cadbury and other brands.
• Applied conjoint pricing and media mix models to quantify the P&L and return impact of pricing and advertising decisions, then translated the outputs into channel activation through a shopper missions framework.
• Ran cross-functional sprints with product development, brand and sales teams to ship price, packaging and positioning changes driven by shopper insight.

Manager, Consumer Insights and Analytics, MENA

• Diagnosed the gum and candy category decline in Egypt and Morocco and launched repositioned variants in response.
• Refined pre-launch television and digital creative through consumer response testing with brand teams.
• Assessed brand positioning and messaging across the portfolio and set out how they should evolve.

Consumer and Business Insights Lead

• Built Power BI dashboards and OKR reporting across more than 70 outlets, putting daily decision data in operators' hands.
• Forecast item-level demand, helping the supply chain team cut average monthly wastage cost by 2%.
• Developed consolidated P&L analysis to improve the precision of financial planning and performance measurement.
• Identified menu mix as the drive-thru bottleneck and restructured assortments, cutting average service time by 40 seconds.
• Lifted gross profit margin by 2% through price changes driven by conjoint price elasticity analysis.

Country Lead, Business Analytics and Insights

• Identified high-potential therapeutic areas and reallocated 500 medical representatives, contributing to 2% year on year sales growth.

Senior Executive, Retail Marketing and Strategy

• Led retail execution, consumer and marketing strategy advisory for clients including PepsiCo, Frito-Lay and Red Bull.
• Drove the design, execution and advocacy of product improvement initiatives at Nielsen.
• Grew business unit revenue by 20% year on year by securing ad hoc and syndicated products including the Brand Health Tracker and Retail Audit.

Entrepreneur in Residence (Intern), Digital Marketing and Operations

• Handled digital advertising, operations and corporate partnerships across several startups hosted at the venture incubator.

MBA

BSc Economics