City of Johannesburg, Gauteng, South Africa
Driven by a passion to turn digital interactions into meaningful experiences, I’m an Online Behaviour Analyst who helps brands uncover what motivates users online, and design experiences that convert. With 9+ years in data science and UX, I live at the intersection of analytics, psychology, and product. I specialize in: Behavioural Analytics & Experimentation: I use GA4, Google Tag Manager, Mouseflow, Firebase, heatmaps, and funnel analysis to identify pain points and opportunities in user journeys. Data-Driven UX & CRO: I apply A/B testing, UX research, and machine learning (Python, SQL, BigQuery) to prototype, test, and optimize user experiences that are measurable, scalable, and human-centered. Full-Stack Data Workflow: From building data pipelines to dashboarding with PowerBI, D3.js, or Google Data Studio. I deliver insights that inform and influence product strategies. At Woolworths SA, I designed omni-channel dashboards and uncovered behavioural patterns that improved conversion and retention. At WNS, I led a team to build financial forecasting models, automated reporting pipelines, and mentored junior analysts. As a Freelance Behavioural Researcher, I’ve delivered consumer segmentation, UX testing, and digital engagement strategies for small and medium brands. I’m eager to bring ethical AI, consumer psychology, and behavioural economics into roles that care about both the science and the story behind user actions. If you’re looking for someone to translate data into behavioural insights and drive measurable product change. let’s connect.
I am responsible for bridging the gap between high-level data analytics and actionable user experience improvements by analyzing the full consumer journey from initial touchpoint to conversion. Conversion Rate Optimization (CRO): Leading strategies to optimize the digital sales funnel, similar to my work at Woolworths, with a focus on increasing subscriber acquisition and retention. User Journey Analysis: Mapping the end-to-end "Social-to-Purchase" journey, providing insights into how social media engagement and ad spend translate into direct platform revenue. Consumer Behaviour Analytics: Utilizing advanced analytics to understand "why" users interact with specific content, helping to create tailored, personalized experiences for different audience segments. Reporting & Insights: Developing automated, high-level dashboards that provide stakeholders with real-time analytics on user shopping behavior and campaign performance. Cross-Functional Collaboration: Working closely with product and marketing teams to implement data-driven design elements and UX improvements based on predictive modeling.
Developing scalable solutions to streamline, curate, and manage various datasets. I Work closely with development and CRO teams to support the development of advanced eCommerce data and analytics capabilities. I use report-building tools such as Google Datastudio, PowerBI, and GA4 to create standard reports and dashboards. Identify new measures and reports based on Omni-channel strategy and performance improvement opportunities. Provide insights into traffic driven by internal and external campaigns’ effect on the app, website, and other commerce platforms. Provide frequent recommendations on how to maximize revenue from the WW website and app via product positioning, design elements, and UX. Management and maintenance of existing reports/dashboards. Participate in Omni-channel projects to identify new measures and to implement measures based on project requirements. Assist in the analysis of research to develop strategies and tactics. Assist in maintaining proper setup and usage of Google Analytics through effective tagging with Google Tag Manager and Firebase on the app. Work closely with the development team to ensure a robust and accurate data layer is in place by supplying detailed briefing documents and testing.
Managing a team of data scientists, Interpreting, analyzing, and visualizing data for reporting on PowerBi, Working with operational data to automate the pulling and uploading of the data to a dashboard, Visualizing finance (balance sheet and cash flow) data on PowerBi, Creating workflows on power automate, Forecasting company spend, Developing Automation scripts for weekly reporting, Using unsupervised learning models to predict project execution timelines for clients, Experiment with new models and techniques, and educate the team on when and how to use them.
Mentor Sessions: Meet with students 1-on-1 in online video sessions to provide technical and professional support as the student progresses through the curriculum. Group Sessions: Host online video sessions on topics of your expertise (in alignment with curriculum offerings) for groups of student seeking live support between mentor sessions. Grading: Reviewing student checkpoints submissions and delivering written feedback, including analysis of projects and portfolios. Technical Coaching: Provide in-demand support to technical questions and guidance requests that come to the Technical Coaching team through text and video in a timely manner. This team also provides the TA support for immersive programs. Assessments & Mock Interviews: Conduct 1-on-1 mock interviews and assessments via video calls and provide written feedback to students based on assessment rubrics.