The Background
My path into data wasn't a straight line. I started as a self-employed marketing specialist running social media campaigns for clients, and got obsessed with the performance numbers behind them. That obsession pushed me into SQL and Python on my own time, which turned into talking my way into a data analyst role at a retail company, which turned into everything that followed.
Five years later I've gone from individual analyst to Head of Data, building teams from zero in iGaming and affiliate marketing. The work spans ClickHouse warehouses, real-time ELT in dbt and Airflow, product analytics through PostHog and Superset, traffic payback models, and running cross-functional teams of up to twenty across engineering, analytics, and BI.
These days I take on whatever a company needs from its data. That means building departments, designing pipelines and BI, running analyses and research, leading teams, or sitting in as a strategic advisor. Whether you're starting your first data function or trying to fix one that's already running, I work the whole stack: technical depth, the leadership side, and the bit most people skip: turning raw numbers into decisions the business will actually act on.
