I make data pipelines that don't break at 3am and attribution models that actually tell you where your money went.

Based in London. Currently a Lead Digital Analyst/Analytics Engineer at Mashmetrics, previously helped companies like Royal Canin, Cigna, and a few others figure out what their data is trying to tell them.

I sit somewhere between analytics engineering and data engineering — basically, I take messy marketing data and turn it into something useful. Multi-touch attribution, server-side tracking, ETL pipelines, the occasional logistic regression model when cookies decide to stop working.

Day-to-day tools:
Python · SQL · BigQuery · GCP · Airflow · DataForm · Docker · dbt

Analytics stuff:
GA4 · GTM (server-side included) · Segment · Firebase · Adobe Analytics · Amplitude

• Attribution models analyzing $15M+ in ad spend (saved ~$2.3M annually, which was nice)
• Data architectures processing 50M+ daily events without catching fire
• Analytics migrations for enterprise clients who had... let's say ambitious timelines
• Server-side implementations when everyone "thought" third-party cookies were going away

MSc AI & Robotics — University of Hertfordshire (Distinction)
B.Tech Computer Science — JNTUH (First Class)

The AI degree is mostly for fun conversations at parties. The CS degree is what actually pays the bills.

Building things at Mashmetrics. Occasionally writing about analytics. Trying to convince people that proper data architecture now saves tears later.

If you're here from a job listing, Hiiiii . If you're here because something I built broke, sorry.