Nikolay Baakh

• — Built and led a 10-person data team (2 engineers, 4 analysts, 2 full-stack devs, 1 PM, 1 web analyst)
• — Designed all-inclusive data strategy; applied advanced analytics for customer engagement and KPI tracking
• — Developed ClickHouse data warehouse for real-time insights; engineered user behavior tracking via PostHog
• — Deployed Apache Superset for real-time product metrics, platform analytics, and B2B CLV dashboards
• — Built robust data pipelines and APIs for frontend-backend data delivery interfaces

• — Built data department from scratch; hired and directed a team of 5 (2 engineers, 3 analysts)
• — Architected scalable ELT pipeline (Python + dbt + Airflow → ClickHouse), integrating Affilka and Affise APIs
• — Built buyer-side traffic payback model, enabling traffic valuation and distribution decisions
• — Deployed Holistic for company's first centralized dashboards; identified key structural financial issues for executive team

• — Coordinated 3 full-cycle analytics teams across Data, Engineering, BI, Web, and Business Analytics
• — Executed large-scale ETL refactoring; implemented strategic planning and budget for the department
• — Integrated user retention costs (bonuses, promo codes, call center) into traffic payback formulas
• — Created competency matrices and individual development plans for team leads

• — Established and launched a Marketing Analytics team of 6 Data Analysts from scratch
• — Built key BI tools: end-to-end real-time traffic analytics, employee efficiency, traffic payback, and user cohort analysis
• — Introduced AOV-based ROAS and ROI analysis method for the marketing department
• — Mentored analysts: Junior → Middle+ and Middle → Senior levels

• — Designed custom data extraction pipelines integrating third-party APIs with cleaning and transformation stages
• — Built interactive Looker dashboards for key stakeholders, enabling quick access to critical metrics
• — Maintained and expanded databases with 2,000+ manual records per month, ensuring data quality and consistency

Gained access to Postgres-based 1C and CRM databases under NDA to perform data analysis for a leading 26-store finishing materials retailer in St Petersburg. Discovered the need for data analysis and self-initiated the role while employed as Sales Manager.

Developed and executed social media strategies for multiple clients. Began collecting and analysing campaign performance data, which led to the discovery of Data Analysis as a career path and a self-directed transition into the field.