Projects

Bling lacked a centralized data infrastructure. Reporting relied on Mixpanel and spreadsheets, metrics differed between teams, and manual workflows slowed decision-making. There was no unified view of subscriptions, revenue, or product performance.

I designed and implemented the company's first BI foundation using ClickHouse as a central warehouse. Python-based automations and API integrations streamlined data ingestion and eliminated manual reporting. Event tracking and subscription data were consolidated into a consistent data model, supported by a shared KPI framework across marketing, product, and leadership.

At heycar, reporting structures differed across markets, data models were fragmented, and definitions were inconsistent. Scaling decision-making across countries required a unified foundation.

I led the transition toward a standardized BI architecture, including migration to dbt for structured modeling and documentation. Market-specific reporting was consolidated into a centralized reporting layer for executive and operational use.

[Placeholder] A Series A company had five people producing five different versions of the same KPIs. Leadership meetings regularly started with 15 minutes of reconciling conflicting numbers. There was no single definition of revenue, churn, or active users.

[Placeholder] I built a single metric governance layer in Snowflake with dbt, documented every definition, and aligned all departments on a shared semantic model. Board-level dashboards were built in Tableau using only the governed layer as a source.

Performance marketing required improved attribution accuracy and more reliable reporting. Parts of the analytics workflow were manual, limiting transparency and optimization potential.

I developed a custom attribution model connecting marketing spend to sales outcomes and integrated offline conversions into Google Ads to improve optimization. Reporting and monitoring processes were automated using Python, and dashboards were built to support marketing and business teams. During the company’s acquisition, I supported the transition to new BI infrastructure.