I'm a Marketing Insights & Data Analyst with 5+ years of experience turning complex data into decisions that actually get made. At Aware Super, I operate as the sole embedded analyst within the Marketing & Communications team owning the full analytics function end-to-end, from scoping requests to delivering insights directly to senior and executive stakeholders. Over three years I've built campaign attribution frameworks, developed incremental uplift models, and recently prototyped a custom AI agent that gives marketing managers on-demand answers to campaign performance questions autonomously. My work sits at the intersection of marketing analytics, customer behaviour, and commercial impact integrating data across digital, transactional, and operational sources to surface what's actually driving acquisition, engagement, and retention. I specialise in customer journey analytics, connecting behavioural and operational data to tell the full story of how members move, respond, and convert. I work across Power BI, Adobe Analytics/ Customer Journey Analytics, SQL (Snowflake, BigQuery), and Tableau, and I'm most energised when a messy, ambiguous problem turns into a clear recommendation someone can act on.