The story behind the data

Some people follow the data. I look for the story behind it.

No two markets look the same and that’s what makes it so rewarding. We might be rolling out the same capability, but how it lands in each market can vary dramatically. That complexity fuels me. It challenges me to build data models that are globally scalable, yet agile enough to reflect local realities.

My role is all about turning complexity into clarity. Mornings are for connecting with the teams I work with, aligning on campaign requests, analytics projects, or market-specific questions. Afternoons are spent with our global teams in Europe, representing our markets’ priorities and making sure platform updates reflect what our region truly needs. The real work happens in the quiet moments between meetings: deep-dive analysis, code reviews, or testing new data science models inspired by real-world market behaviours.

One of my most memorable experiences was a secondment to our UK office, a completely different environment from my regional role. Stepping out of my comfort zone, I applied familiar skills in new ways, like using signals to identify and engage potential owner advocates for a new category launch. That experience gave me a fresh perspective and sparked new ideas. When I returned, I even  kickstarted a new data enrichment and data science projects.  

That’s the kind of challenge I thrive in. Applying what I know, while reaching for what I don’t. Like the time I connected the dots between owner care and business impact—linking our lifecycle comms to higher customer satisfaction and fewer returns. It built the case for a smarter, automated strategy in the long term.

At Dyson, the path isn’t linear but it’s never dull. I’m excited to grow into more cross-disciplinary roles that stretch what I know and teach me what I don’t. Every challenge is an opportunity and a chance to grow.

And that’s exactly what I plan to keep doing.