Who I am

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.