Business analyst focused on data, digital operations, and AI-enabled process improvement.
I have 10+ years of experience translating business needs and stakeholder questions into digital, data, and automation solutions across web, CRM, marketing automation, BI, consent governance, and post-M&A platform migrations in regulated multinational environments. My current work focuses on reproducible analytics pipelines, data quality, applied modelling, KPI construction, and decision-ready reporting, with a particular interest in football intelligence and financial performance.
Reproducible LaLiga football analytics pipeline for an MSc thesis on squad efficiency, player deployment, salaries, and club financial outcomes.
The project covers the full workflow:
- Transfermarkt player-match data extraction and validation;
- Capology salary extraction, matching, imputation, and payroll checks;
- financial-statement ingestion and club-season normalization;
- squad-efficiency KPI construction for deployment, resource allocation, and benchmarking;
- final squad-efficiency analysis with regression tests, benchmark scores, tables, and figures.
- business analysis across digital operations, CRM, BI, and automation workflows;
- stakeholder discovery, requirements capture, KPI definition, and analytical framing;
- data pipelines, data quality, and governance for messy real-world sources;
- dashboards, reporting, and analytical storytelling for stakeholders;
- GenAI and agentic AI applied operationally to scraping, ETL, EDA, modelling, documentation, and reporting;
- sports analytics, football intelligence, and finance-valuation-performance benchmarking.
Data & analytics: Python, pandas, Jupyter, SQL, R, BigQuery, Power Query, Power BI, Tableau, Alteryx, scikit-learn, XGBoost.
Digital operations & MarTech: GA4/GTM, Oracle Eloqua, Adobe Experience Manager, Microsoft Dynamics, SAP, OneTrust, Didomi, Qualtrics.
Web & automation: HTML, CSS, JavaScript, PHP, WordPress, Git, LLM-assisted coding and workflow automation.