Turning complex data into business decisions and products you can trust.

With more than 10 years of Professional Experience, holding a Masters and a Specialization in Management with focus in Data Analysis, I help companies design reliable, single source of truth databases, from raw data to Executive and Board-ready dashboards and presentations. To do so, I'm experienced in Financial Modelling, Marketing Analysis, Data Analysis and Science, Data Engineering, Business Intelligence, as well as Product Ownership and Business Analysis.

Focus areas:

FP&A Financial Reports Financial Analysis Financial Modelling Data Analysis Data Science Machine Learning Business Intelligence Data Engineering Marketing Campaigns (CRM / CLM) Marketing Analysis Data Science & Machine Learning Product Development & Business Analysis Migration (BI tools)

Who I am & how I work

I'm an Executive Controller, Data & BI Specialist and Product Owner — focused on turning messy, multi-source data into trusted, decision-ready insights and products.

Experienced in international and multi-country environments (Latin America and Europe), supporting decision-making across finance, data, product and marketing domains. Over the years, my work has involved financial modelling and reporting, marketing analysis and campaign performance, the development of digital products (including AI-driven solutions), and the design of executive and C-level dashboards and presentations to support strategic business decisions.

What differentiates my work is the ability to operate at the intersection of business, data and storytelling. I focus on creating analytical structures that are not only technical, but also easy to interpret and communicate at an executive level. By combining data rigor with clear narrative and context, I help organisations push beyond reporting, towards decisions that are informed, confident and aligned with business reality.

My professional experience is supported by a strong academic foundation. I hold a postgraduate degree and a Master’s degree in Management, which allow me to approach business and technical challenges with analytical rigor and a strategic perspective. This background helps me frame and solve complex problems by taking into account organisational context, incentives, trade-offs and long-term impact when supporting executive decisions.

In my projects, I start by understanding the business before building any solution. I work closely with stakeholders to clarify context, challenges and constraints, and only then translate data into analytical outputs. Rather than delivering generic dashboards, I design tailored solutions aligned with each organisation’s reality and strategic goals, ensuring that insights are accurate, meaningful and actionable in real business contexts.

If this approach aligns with your needs, I’d be happy to help.

Discuss your context

How can I help you

01 • Business Intelligence Transformation & Migration

Transforming fragmented BI setups into trusted, decision-ready intelligence.

I help organisations rethink their BI layer so data supports real executive and operational decisions, instead of simply reporting.

What this includes
  • Assessment of existing BI setup and decision gaps
  • Redesign of KPIs and metric definitions
  • BI migrations with dashboard and data model redesign
  • Harmonisation across teams, countries or business units
  • Improved BI reliability, performance and governance
  • Executive dashboards focused on steering
Best fit when BI is not trusted, inconsistent or hard to use.

02 • End-to-End Business Intelligence Projects

Designing complete Business Intelligence solutions from the scratch.

I lead BI projects end to end, from business understanding, data modelling, ETL and automation to executive dashboards that are actually used to steer the organisation.

What this includes
  • Business understanding and decision mapping
  • Definition of KPIs, metrics and analytical logic
  • Data modelling aligned with business reality
  • Design of executive and operational dashboards
  • Iterative delivery with stakeholder feedback
  • Documentation and handover for long-term usage
Best fit when BI needs to be built properly from scratch or rethought end to end.

03 • End-to-End Data Analysis & Business Analysis

Structured analysis to answer concrete business questions.

I support organisations in turning data into insights that explain why things happen and what should be done next, instead of simply saying what happened.

What this includes
  • Framing of business questions and hypotheses
  • Exploratory and diagnostic data analysis
  • Root-cause and driver analysis
  • Ad-hoc and deep-dive analyses for specific decisions
  • Business analysis to support product, pricing or strategy
  • Clear synthesis of insights and recommendations
Best fit when decisions require deeper analysis beyond standard dashboards.

04 • CRM, Marketing Analytics & Retention Strategy

Turning customer and campaign data into measurable growth.

I help organisations move beyond isolated campaigns and dashboards, building data-driven CRM and retention strategies focused on lifetime value, engagement and long-term performance.

What this includes
  • CRM data structuring and customer segmentation
  • Campaign performance analysis and attribution
  • Retention, churn and lifetime value (LTV) analysis
  • Design of data-driven retention and engagement strategies
  • Marketing funnel and cohort analysis
  • Executive-level reporting for marketing and growth decisions
Best fit when marketing data exists, but decisions are still driven by intuition rather than insights.

05 • Executive Reporting & Decision Support

Supporting leadership teams with clear, structured and decision-oriented reporting.

I help executives move from complex data to focused insights that support strategic, financial and operational decisions, instead of generic, and simple dashboards.

What this includes
  • Design of executive and C-level reports (monthly, quarterly and ad-hoc)
  • Board-ready dashboards and management presentations
  • Financial, operational and performance steering views
  • KPI storytelling and variance analysis
  • Clear synthesis of insights, risks and trade-offs
  • Alignment between data, business context and decision agenda
  • Support for leadership reviews, steering committees and investor reporting
Best fit when executives need clarity and confidence to steer the business — not more data.

06 • Data Science & Advanced Analytics

Moving beyond descriptive reporting into predictive and advanced analytics.

I help organisations design analytical models that are pragmatic, interpretable and directly linked to business decisions, rather than experiments disconnected from reality.

What this includes
  • Customer segmentation and clustering
  • Propensity, probability and scoring models
  • Predictive analysis to support product or marketing decisions
  • Identification of drivers, patterns and risk factors
  • Design and interpretation of analytical experiments
  • Analytical support for AI-driven and data-powered products
Best fit when the goal is to move beyond dashboards into predictive insights, while keeping models explainable and tied to real business decisions.

Companies I've worked with

Experience across large, complex organisations in Europe and Brazil, supporting finance, data, product and marketing teams.

Europe
Mobility · E-commerce · Insurance · Telecommunications · Technology
Brazil
Education · Beverages · Durable Consumer Goods

Roles include a mix of in-house leadership positions and strategic project-based engagements.

Business Cases & Impact

Due to confidentiality constraints, live dashboards and client data cannot be shared publicly. The cases below are anonymised examples illustrating real business challenges and outcomes. Detailed walk-throughs can be shared privately.

Contact

Curious about working together? Feel free to reach out by your preferred channel below.