Who I am
Twenty years of digital experience, five years in business analysis.
My career began in media and digital marketing, first on the agency side and then on the client side, over more than fifteen years. I managed client budgets, led teams and developed marketing strategies for well-known brands. That experience taught me to speak the language of business before the language of technology.
In 2021, I became a freelance business analyst. The observation was simple: on digital and CRM projects, the gap between what the business needs and what technology delivers costs time and money. My role is to narrow that gap: understand the real need, structure decisions, define requirements and make sure the project is understood in the same way by the business, technical teams and management.
In 2025, I complemented that experience with an intensive programme in data science and artificial intelligence. The goal was very practical: to understand what these technologies can genuinely do in a business context, identify where they can deliver measurable value, and recognise when a simpler solution is the better choice. This expertise complements my work as a business analyst.
Today, business analysis remains my core expertise. My marketing background and my recent knowledge of data and AI allow me to support a project end to end, from defining the need through to go-live.
What I bring
- Twenty years of experience in digital environments, on both the agency and client sides.
- Business analysis expertise: scoping, requirements, specifications, processes and coordination.
- The ability to bridge business and technology without losing sight of operational constraints.
- A pragmatic approach to automation and AI, based on the organisation’s real processes and data.
- A marketing background that helps me understand business, customer and user needs.
- Three working languages: French, Dutch and English.