About me

As a Data Leader based in London, I bring over five years of experience in effectively building and managing end-to-end analytics pipelines.

My work is centred around designing interactive dashboards and implementing data strategies that have significantly benefited major clients, including major car OEMs.

I possess deep expertise in tools such as Power BI, Python, AWS, Azure, GCP, Jira, and Tempo, with a strong focus on developing dynamic reporting solutions that enhance business insights.

My portfolio showcases a range of projects, including advanced reporting systems featuring row-level security, AI-driven analytics tools, and customised dashboards designed specifically for client needs.

Experience

Head Of Data, Analytics & AI

RockarTech

2025 — Present

  • Lead the organisation’s data, analytics, and AI strategy across multiple enterprise platforms, with a focus on innovation, automation, and insight monetisation.

  • Defined strategic priorities for analytics automation, insight generation, and embedded data products.

  • Designed and deployed a company-wide Agentic RAG-based assistant to surface relevant context, summarise internal discussions, autonomously generate insights, and convert unstructured documents into structured data.

  • Developed standardised data collection protocols and naming conventions to improve dataset consistency across teams.

  • Delivered Power BI Embedded reporting solutions with dynamic row-level security, tailored to platform-specific admin portals.

  • Shaped internal consultancy models to standardise how expert teams (data, product, SEO, marketing) deliver strategic support and insights to clients.

  • Continuously evaluate and recommend emerging AI tools (e.g. LLM agents, orchestration platforms, RAG architectures, AI-enhanced developer tools), aligning them to real-world use cases across reporting, marketing, and internal operations.

Data Lead

RockarTech

2020 — 2025

  • Primary data liaison for global vehicle OEM partners, handling data requests, platform insights, and strategic analytics to support their transition from a dealership-based model to a direct-to-consumer approach via our omni-channel platform.

  • Developed Power BI reports and dashboards with built-in seasonality, budget, and target tracking, enabling users to compare current metrics to previous months or years. These reports transformed data into monetisable products tailored for our OEM partners.

  • Advised OEM partners on data-driven strategies, leading to a 70% year-over-year increase in sales by optimising the platform’s account creation process.

  • Built and deployed a Customer Intent Scoring System, quantifying engagement based on interaction recency and behavioural data. This score enables marketing and sales teams to prioritise high-intent customers, improving outreach efficiency.

  • Designed and implemented a Vehicle Recommendation System, leveraging behavioural data to suggest alternative cars when a chosen model is out of stock. The system currently redirects users to a filtered product listing page and is being developed into a fully AI-driven recommendation model.

  • Led the development of ETL pipelines, integrating external datasets to enhance data integrity and business forecasting.

  • Created integrations with analytics platforms, such as Google Analytics GA4, to improve data collection and reporting efficiency. The data is fed into our reports to allow our enterprise clients to understand what is happening on their platform.

  • Migrated data for all OEM partners from a legacy platform to a new platform, ensuring seamless access to reporting and analytics.

  • Resolved data discrepancies and reporting issues for OEM partners, ensuring accurate insights and reliable analytics.

  • Liaised with engineering, product, and marketing teams to create data-driven solutions aligned with business goals.

  • Defined the strategic data roadmap, setting priorities for analytics projects, reporting improvements, and automation initiatives.

Do Something Great neon sign
Do Something Great neon sign

Gallery

A laptop displaying a dashboard with various graphs, charts, and numeric data. The screen is partially visible, showcasing sections with line graphs, financial figures, and small images. The background is blurred with a prominent red light creating a warm ambiance.
A laptop displaying a dashboard with various graphs, charts, and numeric data. The screen is partially visible, showcasing sections with line graphs, financial figures, and small images. The background is blurred with a prominent red light creating a warm ambiance.
An abstract, pastel-colored, 3D-rendered representation of data analysis and search engine optimization (SEO). The image features a computer interface with various analytics symbols, including a magnifying glass, bar charts, pie charts, and a search bar with the text 'SEO'. Surrounding the interface are different objects such as a potted plant, a cup with a saucer, and a megaphone, all placed on a light green background.
An abstract, pastel-colored, 3D-rendered representation of data analysis and search engine optimization (SEO). The image features a computer interface with various analytics symbols, including a magnifying glass, bar charts, pie charts, and a search bar with the text 'SEO'. Surrounding the interface are different objects such as a potted plant, a cup with a saucer, and a megaphone, all placed on a light green background.
A laptop on a wooden desk displays a web application interface featuring graphs and statistics. Beside it, a large monitor shows a webpage promoting an all-in-one meeting app. A cup with a recognizable green and white logo sits on the desk.
A laptop on a wooden desk displays a web application interface featuring graphs and statistics. Beside it, a large monitor shows a webpage promoting an all-in-one meeting app. A cup with a recognizable green and white logo sits on the desk.
A digital dashboard displays metrics related to web performance. Graphs show detailed statistics such as total clicks, total impressions, average click-through rate (CTR), and average position over time. The chart utilizes various colors to distinguish different data sets, and the interface features tabs labeled 'QUERIES', 'PAGES', 'COUNTRIES', 'DEVICES', and 'SEARCH APPEARANCE'.
A digital dashboard displays metrics related to web performance. Graphs show detailed statistics such as total clicks, total impressions, average click-through rate (CTR), and average position over time. The chart utilizes various colors to distinguish different data sets, and the interface features tabs labeled 'QUERIES', 'PAGES', 'COUNTRIES', 'DEVICES', and 'SEARCH APPEARANCE'.
A person with a striped shirt and a cap is standing in front of a computer screen displaying data and analytics. Another laptop is open on a desk below the monitor, and a large metallic tank with a pressure gauge is nearby.
A person with a striped shirt and a cap is standing in front of a computer screen displaying data and analytics. Another laptop is open on a desk below the monitor, and a large metallic tank with a pressure gauge is nearby.
A promotional banner with a bold red background features the text 'Data has a better idea' in large white letters. Above the text, the word 'HIVERY' is printed along with a stylized logo resembling a beehive. The background also includes a pattern of blue circles and dots, giving a digital or technological feel. In the surrounding area, there's a partial view of a desk and some office supplies.
A promotional banner with a bold red background features the text 'Data has a better idea' in large white letters. Above the text, the word 'HIVERY' is printed along with a stylized logo resembling a beehive. The background also includes a pattern of blue circles and dots, giving a digital or technological feel. In the surrounding area, there's a partial view of a desk and some office supplies.

Showcasing advanced analytics projects and dynamic reporting solutions.

Data Analytics Services

Expert solutions for analytics pipelines, reporting, and data-driven strategies tailored for your needs.

Interactive Dashboard Design
A person is viewing a map with red data points on a computer monitor, likely indicating a geographical distribution. The image has a focus on technology and data analysis.
A person is viewing a map with red data points on a computer monitor, likely indicating a geographical distribution. The image has a focus on technology and data analysis.

Custom dashboards built to optimize and visualize your business insights and performance metrics.

A smartphone displays analytics data with graphs showing views, downloads, and likes. It is resting vertically on a white dock next to a small potted succulent plant. In the background, a large computer monitor is partially visible, along with a closed laptop and a white wireless earbud case.
A smartphone displays analytics data with graphs showing views, downloads, and likes. It is resting vertically on a white dock next to a small potted succulent plant. In the background, a large computer monitor is partially visible, along with a closed laptop and a white wireless earbud case.
A conference room setting with several laptops on a large table, each being used by a person. A large screen displays a blue interface with the text 'Generate ad creatives from any website with AI'. A stainless steel water bottle and a conference phone are also visible on the table.
A conference room setting with several laptops on a large table, each being used by a person. A large screen displays a blue interface with the text 'Generate ad creatives from any website with AI'. A stainless steel water bottle and a conference phone are also visible on the table.
Advanced Reporting Systems

Implementing secure systems for dynamic reporting and deep insights into your business data.

AI-Driven Analytics Tools

Innovative tools leveraging AI to enhance data analysis and drive strategic decision-making.
graphs of performance analytics on a laptop screen

Maf's analytics solutions transformed our reporting processes, driving insights that significantly improved our decision-making.

James Smith

A person is typing on a silver laptop with a screen displaying text about designing digital solutions for big customers. Nearby, there is a black smartphone and white earphones placed on the desk. The person's sleeves are light blue, suggesting a casual attire.
A person is typing on a silver laptop with a screen displaying text about designing digital solutions for big customers. Nearby, there is a black smartphone and white earphones placed on the desk. The person's sleeves are light blue, suggesting a casual attire.

The custom dashboards created by Maf provided us with clarity and efficiency in our data analysis.

Sarah Lee

Two laptops display dark-themed screens; one shows analytical graphs and statistics, including conversion rates, store sessions, and geographic distribution. The other screen displays a grid of web application icons. The scene is dimly lit, emphasizing the glow from the screens and the softly illuminated keyboards.
Two laptops display dark-themed screens; one shows analytical graphs and statistics, including conversion rates, store sessions, and geographic distribution. The other screen displays a grid of web application icons. The scene is dimly lit, emphasizing the glow from the screens and the softly illuminated keyboards.
★★★★★
★★★★★
Insights

Driving data strategies for impactful business decisions.

Portfolio

© 2024. All rights reserved.