Oct 2023 – Present

Advisory Senior ConsultantMar 2025 – Present

• Leading marketplace

  Marketing-effectiveness review for the Board

  Board-commissioned review of whether the company’s multi-year marketing plan (budget level, channel mix, phasing) is the most efficient way to grow quality leads.

  • Diagnose the brand gap vs. the main competitor as an awareness gap, not a consideration one, and advise against shifting budget from brand to performance until incrementality is proven.
  • Build marginal-return curves by channel (paid, organic, brand) and a European peer benchmark; early evidence showed paid replacing organic leads at a rising cost rather than adding to them.
  • Structure the Board pre-read around three scenarios (current plan, do-less, optimized), each with decision gates, owners and a KPI scorecard.
  • Grade every claim by strength of evidence (proven, modeled, asserted) and separate descriptive from causal findings, so no budget moves on assertions alone.
  • Turn open questions into dated tests (geo-holdouts, media-mix model calibration), each tied to the investment decision it unlocks.
• International banking group

  Value-based bidding program

  Digital leads scored by predicted customer value (lifetime value, primacy, activation) so paid media bids on value rather than volume, across 10+ markets and two business lines.

  • Set a common test-vs-control framework across markets and report results as value to the bank and efficiency KPIs (CPA, ROAS), not raw platform metrics.
  • Standardize the rollout into six milestones per market, from use case to results, so learnings from the first live markets carry over to the rest.
  • Redesign the program’s single source of truth and its weekly update cycle, feeding a one-line-per-market executive status for group marketing leadership.
  • Work through the measurement bottleneck shared by most markets: keeping click IDs through the funnel and importing offline conversions into the media platform.
• Leading retail bank

  Customer-centric transformation roadmap

  Program to move the bank from product-led campaigns to customer-led decisioning (next best action/offer) and omnichannel orchestration.

  • Design a Value Office that governs without executing: it prioritizes by business case and adoption, resolves competing demands, and keeps organizational change on par with technology.
  • Sequence the target model into a three-phase roadmap (build, scale, orchestrate) with exit criteria per phase, synced with the bank’s martech milestones.
  • Co-build the target model with Marketing, Business Intelligence and Martech teams, adding a workstream that brings customer intelligence to the relationship-manager channel.
  • Translate a layered maturity diagnosis, from data and decisioning to organization, into a target model of concrete workstreams.
• International healthcare group · 2025

  Global CRM rollout

  Co-led the PMO for a multi-region CRM and marketing-automation rollout across contact center, sales and marketing, with governance and reporting that aligned deployment, adoption and change management.

  • Coordinated business, operations, internal teams and technology partners to secure milestones, dependencies and program decisions.
  • Standardized processes and ways of working to make execution more scalable and consistent.

Advisory ConsultantOct 2023 – Mar 2025

• Drove strategy and digital-transformation projects for healthcare, education, retail and services clients: maturity roadmaps, data use cases and business cases for leadership committees.

Feb – Jun 2023

Dec 2021 – Aug 2022

Feb – Aug 2021

Specialization in Technology, Data Analytics & Digital Business

Class President; Class Representative; Vice President of Operations – Business Strategy Club

Taught in English · GPA: 8/10

Buddy Program: Welcoming International Students

Full year at the Warrington College of Business, focused on Marketing and International Business

Fall semester exchange (Erasmus+)