BI & Analytics · Madrid

Turning data into
commercial decisions.

Eight years across consulting, retail, QSR, and delivery — building the analytics infrastructure, pricing models, and CRM systems that move revenue.

Get in touch Available for consulting work

Experience

Havaianas

2025 – present

BI & Analytics Manager, EMEA
Building commercial intelligence for a global brand's European operation.
- Shaping the regional analytics foundation across finance, sales and marketing
- Leading a multidisciplinary BI team and external partners
- Embedding marketing mix models and consumer data into commercial planning and pricing decisions
Cuyna

2022 – 2025

Head of Analytics & Performance Operations
Built the BI backbone for a dark kitchen operator from scratch.
- €1.2M+ in savings via BI platforms and algorithmic labor scheduling
- Designed and deployed the full data stack: ingestion, modelling, dashboards
- Embedded analytics across ops, finance, and commercial teams
McDonald's Spain

2020 – 2022

Strategy & Insights
Pricing and loyalty at scale.
- Elasticity-based pricing optimization — +3% topline
- Loyalty program from zero to millions of users in under 18 months
Glovo

2019 – 2020

Senior Global Data Analyst
Growth analytics in a fast-scaling Q-commerce environment.
- Growth experimentation, LTV modelling, and churn prediction
- CRM personalization at global scale via Braze
Deloitte Digital

2017 – 2019

Strategy Consultant
Strategy, analytics, and cross-functional delivery across multiple sectors.
- Salesforce Marketing Cloud CRM redesign for a major automotive client
- Consulting foundations in data strategy and commercial analytics

Consulting

Selected engagements, not full-time roles.

I work with companies that need sharp analytical thinking applied to real commercial problems — pricing, retention, BI architecture, or data strategy. Typically 2–8 week engagements, remote or Madrid-based.

BI Strategy & Architecture

Modern stack design, legacy migration, team structure, tooling decisions

Pricing Analytics

Elasticity modelling, revenue optimization, markdown and promo effectiveness

Retention & CRM

Churn prediction, segmentation, lifecycle design, platform implementation

Commercial Analytics

LTV modelling, channel attribution, MMM, growth experimentation

Data Team Building

Hiring frameworks, analyst onboarding, ways of working, stakeholder alignment

Sectors

Retail · Consumer goods · QSR · Delivery · D2C · FMCG

Stack

Data & Engineering

Python SQL dbt Databricks BigQuery Google Cloud

Visualisation & BI

Power BI Looker Tableau

CRM & Activation

Salesforce Marketing Cloud Braze Google Analytics HubSpot Amplitude

Contact

Ready to evolve your
data strategy?

I partner with a limited number of clients per quarter to ensure deep integration and high-impact results.

BI Infrastructure Audit & Roadmap
Commercial Opportunity Mapping
Interim Data Leadership

Turning data into
commercial decisions.

Selected engagements, not full-time roles.

Ready to evolve your
data strategy?

Start a conversation

Message received.

Turning data intocommercial decisions.

Selected engagements, not full-time roles.

Ready to evolve yourdata strategy?

Start a conversation

Message received.

Turning data into
commercial decisions.

Ready to evolve your
data strategy?