Professional Summary
Senior Marketing Analyst with deep domain expertise in multi-channel attribution, statistical modelling, and commercial performance reporting across retail and digital services.
Experienced in bridging commercial marketing goals and data architecture through automated dashboards, customer segmentation, and rigorous experimental testing.
Professional Experience
Elysian Retail Group
Dublin, Ireland
Senior Marketing Analyst
Mar 2020 – Present
- Lead customer segment profiling and campaign attribution analytics across digital, retail store, and direct mail channels.
- Architect weekly automated reporting dashboards in Tableau connected to Snowflake, reducing manual report compilation by ten hours each week.
- Designed quasi-experimental holdout testing frameworks for seasonal promotional campaigns, improving return on marketing investment by 14 percent.
- Partner with brand management and digital acquisition teams to evaluate customer lifetime value models and churn risk indicators.
Kestrel Media Solutions
Dublin, Ireland
Lead Marketing Analyst
Aug 2015 – Feb 2020
- Conducted multi-touch attribution modelling across search, social, and display media spend for domestic client accounts.
- Built unified SQL reporting pipelines aggregating ad exchange performance and on-site conversions from Google Analytics.
- Delivered quarterly competitor benchmark evaluations and media effectiveness presentations to client marketing directors.
Bannow Financial Services
Dublin, Ireland
Marketing Data Analyst
Apr 2011 – Jul 2015
- Analysed customer product adoption funnels and cross-sell campaign responses across retail banking services.
- Standardised campaign taxonomy and CRM tracking codes in collaboration with the database marketing unit.
- Formulated predictive response scores in SAS to inform direct customer communication strategies.
Education
University College Dublin
Master of Science · Marketing and Business Studies · Dublin, Ireland · Second Class Honours, Grade 1 (2.1) · Sept 1990 – Sept 1991
Specialised in quantitative market research methods, consumer behavioural analysis, and statistical modelling.
Trinity College Dublin
Bachelor of Arts · Economics and Statistics · Dublin, Ireland · First Class Honours (1.1) · Oct 1986 – Jun 1990
Coursework covered econometrics, survey sampling methods, macroeconomics, and applied time-series analysis.
Key Projects
GA4 Measurement Protocol Migration
Jan 2023 – Jun 2023
- Audited tracking events and rebuilt conversion goal funnels in GA4 ahead of legacy property deprecation, ensuring zero reporting downtime.
- Created standard data governance playbooks and validated e-commerce purchase tracking against warehouse transaction records.
Core Skills
Marketing Mix Modelling
SQL
Tableau
Google Analytics 4
Customer Lifetime Value Modelling
A/B and Multivariate Testing
Snowflake
Python for Data Analysis
Multi-Touch Attribution
Campaign Performance Reporting
Languages
English
C2
Irish
B2
Certifications
Certified Digital Analyst (CDA)
Digital Analytics Association · May 2024
Google Analytics Certification
Google · Sept 2025
Volunteering
Liffey Heritage Trust
Dublin, Ireland · Jan 2019 – Present
- Community Outreach Volunteer
- Advise committee leaders on membership outreach surveys, engagement metrics, and community awareness initiatives.