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Marketing strategist by background. Data scientist by training.
Key Results
About Me
It started with a question most marketers never ask: why does this campaign actually work? Not just "it drove clicks" but what in the data explains it, and how do we replicate it at scale?
That question took me across three continents, running campaigns in Malaysia, Kenya, and Toronto, and through a Master's at Queen's University Smith School of Business. Along the way I stopped being a marketer who used data, and became a data analyst who understood marketing deeply.
At AEC Daily I proved it: redesigning email campaigns that lifted CTR by +600%, building Power Automate pipelines that tracked every MQL in real time, and leading a full website revamp, all from the same desk.
Next up: formalizing that instinct. Georgia Tech's MSc in Analytics (starting August 2026) adds the machine learning and statistical depth to what I already do in practice. The goal was never to choose between marketing and data science. It was to become the person who doesn't have to.
Marketing strategist by background. Data scientist by training.
MSc in Analytics · Starting Aug 2026
Open to remote & hybrid
Loblaw Innovation Challenge
Journal of Marketing Management & Consumer Behavior · 2020
Core Skills
Full Toolbox
Python
SQL
R
Tableau
Power BI
GA4
BigQuery
Excel
Pandas
Scikit-learn
HubSpot
Mailchimp
GTM
Power Automate
Zapier
Figma
Canva
Jira
Notion
Looker StudioIn Practice
Career
AEC Daily · Toronto
Moonstone Advisory Partners · Toronto
Communitech (Tech Accelerator) · Toronto
Eccentric Marketing · Nairobi
Tapway Solutions · Malaysia
Education
Certifications & Recognition
A qualitative investigation into the factors driving consumer skepticism toward sustainable marketing claims. Findings surfaced weak transparency in cause-related marketing, competitive advantage concerns, and the disproportionate burden placed on SMEs as key barriers to credible sustainability communication.
Work
B2B email campaigns averaged 100 clicks per blast. The team had accepted this as baseline. Templates were years old, not mobile-optimised, and reporting was entirely manual with no real-time visibility into lead quality.
GA4 analysis revealed the majority of opens were on mobile but templates weren't responsive. Rebuilt HTML templates from scratch, A/B tested subject line formats, segmented by vertical, and built a Power Automate pipeline for real-time MQL tracking in Microsoft 365.
+600% CTR (100 to 700 clicks per blast). +40% lead generation. −30% data validation time through automation. Multi-channel attribution dashboard deployed tracking CTR, conversion rate, and MQL ratio end-to-end.
Built a predictive churn model analyzing user behaviour patterns to reduce attrition and improve retention strategy.
Key finding: Session frequency, not drive distance, is the strongest predictor of churn. Random Forest outperformed Logistic Regression as the champion model.
View Project →Google Data Analytics capstone, analyzing bike-share usage patterns to convert casual riders into annual members.
Key finding: Casual riders take trips twice as long as members on average but ride far less often. That leisure-vs-commute split defines the entire conversion gap.
View Project →Analyzed smart device fitness data to guide Bellabeat's marketing strategy with data-driven consumer insights.
Key finding: Activity peaks on weekends but mid-week sedentary windows are the highest-leverage touchpoint. The marketing calendar was misaligned with actual user behaviour.
View Project →Completed KPMG's virtual program covering data quality assessment, customer targeting, and dashboard presentation.
Key finding: Data quality gaps excluded a large share of customer records. Post-cleaning RFM segmentation revealed three high-value clusters that were previously invisible.
View Project →Developed a strategic pitch deck presenting data-backed marketing campaign recommendations to stakeholders.
Key finding: An integrated multi-channel model delivered measurably higher conversion lift than the incumbent single-channel approach, validated with attribution data in the final stakeholder presentation.
View Project →In-depth research report on accessibility barriers in the airline industry with strategic recommendations.
Key finding: Pre-boarding procedures were identified as the single highest-impact intervention point. Addressing them would resolve the majority of reported accessibility failures across all disability categories.
View Project →Life Beyond Work
When I'm not crunching numbers or building dashboards, I'm out in the wild with a camera, chasing the shot.
Wildlife photography and data work share the same foundation: patience, precision, and knowing exactly where to look. Both teach you that the most important signal is rarely the loudest one.
Giving Back
Malaysia · 2019 – 2022
Redesigned logistics operations to improve delivery reliability of food aid across the Klang Valley, serving refugee camps, shelters, and elder care homes. Coordinated multi-site volunteer schedules and supply routing over three years of active involvement.
Nairobi, Kenya
Built an end-to-end operations strategy for food aid distribution and small-business training in low-income communities across Nairobi. Applied the same systems thinking used in marketing analytics to solve real humanitarian logistics challenges.
Global Reach
From Kuala Lumpur to Nairobi to Toronto. Every move was deliberate, every market a new data set.
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For the Curious
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Let's Connect
I'm open to full-time roles, freelance projects, and consulting engagements across marketing analytics, data strategy, and automation.