Argos Head Office- Milton Keynes
Digital Intelligence Developer
21-June 2014 – Jan 2016 | Permanent
I managed end‑to‑end digital analytics implementation across multiple platforms by creating tailored Adobe Omniture report suites and deploying SiteCatalyst tagging across websites, mobile sites, apps, and NSB in‑store applications. I maintained detailed tagging definition documents, restructured marketing and campaign tracking, and built business reports using Ad Hoc Analysis, Analysis Workspace, and Report Builder. My work included installing tools and libraries in Adobe DTM, publishing and approving rules, and analysing conversion, context, and dynamic variables. I validated tagging using Charles Debugger, HTTPsFox, and Omnibug, while tracing data through custom JavaScript and jQuery. I collaborated with third‑party teams to meet business requirements and maintained SiteCatalyst image requests through DTM. Using SessionCAM, I analysed customer journeys and behaviours, creating CRO‑focused dashboards to evaluate channel performance. I also implemented templates, components, dialogs, and workflows in Adobe AEM, maintained W3C data layers, managed digital content, and personalised user experiences based on behavioural insights.
National Lottery (Camelot) – watford
Digital Optimization Analyst
Jan 2016 – Aug -2016 | Contract
I analysed customer behaviour and expectations to identify business opportunities, using advanced analytics tools to generate performance reports across digital channels. Working extensively with the Adobe Digital Marketing Suite—including SiteCatalyst, Discover, Report Builder, Ad Hoc Analysis, Maximiser, and Tealium—I created dashboards in Adobe Omniture to support data‑driven decision‑making. I designed and executed A/B and multivariate tests in Maximiser, reporting insights to optimisation leads and developing analytics frameworks to enhance customer experience and increase revenue per user. I also developed, maintained, and troubleshot integrated systems for collecting and managing web analytics and online sales metrics. Collaborating with data architects, I contributed to future data strategy and implementation. Using Tealium Tag Manager, I deployed third‑party libraries, built cookies for tracking, implemented tags via JavaScript and jQuery, and centralised data through a robust data layer. I also wrote custom JavaScript in Tealium to track online games, CMS interactions, and full customer journeys aligned with digital strategy.Wa
Saga plc – Folkstone
Digital Analytics Specialist
May 2017 – Oct 2017 | Contract
I translated high‑level business requirements into precise tracking specifications across key SAGA projects, including Membership, Magazine, and Saga Store. I implemented Adobe tagging using jQuery and JavaScript through Adobe DTM, supporting both front‑end and back‑end development. Using Adobe SiteCatalyst, I delivered deep performance analysis, identified underperforming areas, and recommended optimisation strategies to improve conversion rates across all SAGA channels. I configured and maintained digital analytics tools, created dashboards and reports, and resolved tagging issues in alignment with global standards. I produced regression and tagging documentation, upgraded Adobe tagging solutions, and built a custom Sitecore data layer to enhance data capture. Working closely with developers, I managed CMS content and personalised user experiences based on membership status. I supported Sitecore release pipelines, collaborated with stakeholders to evaluate performance, and provided actionable recommendations. I also led QA testing of data layers and Adobe outputs, educated teams on data quality, and acted as a subject‑matter expert for technical analytics queries. In a fast‑paced e‑commerce environment, I managed analytics toolsets, ensured stable data capture, and guided agencies by producing clear tagging documentation across all platforms.
Vodafone UK – Newbury
Digital Implement specialist
May 2018 – Aug 2018 | Contract
- By migrating the new webchat tool (nuance.co.uk) to improve analytics data by creating Nuance object data variables.
- Developed JavaScript to transmit data between the Nuance server and Adobe server.
- Designed the HTML structure for the Nuance webchat and communicated with clients during implementation.
- Developed metadata to feed Nuance webchat via the internal data layer using Adobe Analytics and Tealium.
- Fixed analytical code issues, ensuring data accuracy and contextual relevance.
- Maintained Vodafone.co.uk, Voxi.com, and Vcol.co.uk tags using external libraries with jQuery, JavaScript, and React.js.
- Collaborated with key stakeholders to understand business needs, assess departmental performance, and provide recommendations.
Legal & General – London
Digital Analytic consultant
April 2019 – April 2020 | Contact
- • Designed business KPIs and enhanced tagging solution requirements for analytics and marketing initiatives.
- • Implemented a wide range of marketing and analytics tools across the business, including City Bank Fund Centre, Lifetime Mortgage Calculator, European Fund Centre, Future-Blog & Marco-Matter, LGIM, Investment, Retirement, Life Cover, Pension, Protection, Insurance, Adviser Wealth, Workplace Pensions, Institutional Investors, and Mortgage Application journeys.
- • Built application web journeys in ObservePoint to test code, functions, data layers, and object behaviour.
- • Designed specialised tagging solutions for bespoke projects using tag management systems, covering Voice of the Customer, digital analytics, marketing tags, and session replay tools.
- • Executed class‑leading implementations of Adobe Analytics and Core Services through tag management systems, creating bespoke tracking code and mapping analytics variables for complex deployments.
- • Supported internal developers and third‑party teams throughout implementation and deployment cycles.
- • Facilitated regular stakeholder communication, providing updates, insights, and reporting as required.
- • Defined, communicated, and delivered stable A/B tests in collaboration with optimisation teams and product scrums, including audience setup, measurement frameworks, and operational processes.
- • Applied data‑driven prioritisation and analysis, working with Data & Insight and UX teams to produce clear, research‑based recommendations.
- • Designed a robust data layer feeding both Google Analytics and Adobe Analytics, writing complex JavaScript implemented via Adobe Launch.
- • Developed and implemented OneTrust cookie banners across multiple websites, ensuring GDPR compliance and conducting detailed cookie audits to classify cookies and validate user consent.
- • Collaborated with cross‑functional teams to align OneTrust cookie policies with branding and legal requirements.
- • Generated compliance reports and provided actionable insights to strengthen data privacy practices, regularly updating cookie banners to meet evolving regulations.
- • Conducted comprehensive audits using ObservePoint to validate analytics and marketing tag implementations across Legal & General applications, ensuring accuracy and compliance with industry standards.
- • Performed detailed audits across L&G pages—including ISA Apply, Pension, My Account, MyFutureNow, LGIM, Digital Guidance, Retirement Calculators, Annuity Calculators, Real Assets, Fund Centre, Workplace, and Life Insurance—executing ObservePoint journeys and configuring validation rules for analytics and marketing tags.
Legal & General – London Hove Cardiff
Digital Technical Analytic
April 2019 – April 2020 | Permanent
- • Created and managed Jira tickets for analytics debugging, API resources, and code testing, ensuring clear documentation of issues, reproduction steps, and expected outcomes. Organized guides and best practices to support project management and collaborated with colleagues to assign tasks, set priorities, and maintain workflow efficiency.
- • Developed APIs for Google Console, Adobe Analytics (IO), Adobe Launch, Office 365, and SQL servers to support data extraction and integration. Used Anaconda (Python) to extract data from Adobe servers, SQL databases, and SharePoint, applying libraries such as OpenAI, Co‑pilot, Office365, Pandas, NumPy, and analytics2 for data cleaning and validation.
- • Designed and deployed advanced Alteryx workflows to analyse user engagement across L&G My Account platforms, covering login behaviour, product purchases, ISA activity, and retail interactions. Integrated GMD offline datasets with Adobe Analytics for cross‑channel benchmarking.
- • Built scalable workflows using advanced Alteryx tools including Multi‑Row Formula, Find Replace, and Spatial Match to automate reporting and support ongoing analytics.
- • Developed Python API scripts using Anaconda and SharePlum to extract intranet data from Office 365 and automated dataset transfers to Adobe Experience Server for enhanced tracking and segmentation.
- • Managed and upgraded Adobe libraries, rules, properties, and cookies to ensure privacy compliance and performance optimisation. Created and maintained AEP components, templates, and workflows to streamline content delivery.
- • Utilized JavaScript and third‑party tools to enhance tracking accuracy. Integrated AEM with Adobe Analytics to ensure seamless data flow and deliver personalised user experiences.
- • Oversaw deployment and management of ObservePoint, enabling automated auditing of digital tags and validating data layer integrity across customer journeys.
- • Conducted end‑to‑end journey analysis to ensure accurate event tracking and optimise page‑level behavioural insights for Adobe Analytics.
- • Developed and maintained custom JavaScript snippets to capture detailed web interactions, improving tagging accuracy and data quality.
- • Executed comprehensive cookie audits, validating OneTrust banner behaviour and ensuring compliance with user consent preferences.
- • Monitored Adobe Analytics implementations across web properties, validating tag firing, segmentation logic, and data accuracy.
- • Audited marketing tags, data layers, and event structures to maintain consistency and reliability across analytics pipelines.
- • Supported accessibility and functionality validation for L&G calculators (equality, annuity, retirement income), ensuring data capture aligned with customer experience goals and KPIs.
- • Integrated Adobe Journey Optimizer with Customer Journey Analytics to enable real‑time orchestration and omnichannel reporting.
- • Configured AJO connections and data views within Adobe Experience Platform to support personalised journey analysis.
- • Leveraged AJO event schemas—including email tracking, push notifications, and message feedback—to enrich campaign insights and improve engagement.
- • Applied identity mapping and dataset customisation to ensure accurate attribution and flow analysis across touchpoints.
- • Led end‑to‑end implementation of Adobe CJA using a three‑workstream model: Data Ingestion, Enablement & Adoption, and Activation & ROI.
- • Integrated cross‑channel datasets (web, CRM, mobile, survey) into CJA to deliver unified customer journey insights and support personalisation strategies.
- • Designed scalable ETL pipelines to standardise event schemas, timestamps, and customer IDs across fragmented data sources for ingestion into Adobe Experience Platform.
- • Collaborated with stakeholders to align CJA adoption with business goals, improving customer engagement and decision‑making.
- • Customer Data Strategy & Architecture: Designed scalable AEP XDM schemas to unify customer profiles across online and offline sources.
- • Segmentation & Activation: Built real‑time audience segments using behavioural, demographic, and transactional data for personalised marketing across email, web, and paid media.
- • Data Ingestion & Identity Resolution: Orchestrated pipelines using Adobe Source Connectors and APIs to enable deterministic and probabilistic identity stitching.
- • Governance & Consent Management: Applied data usage labels and enforced privacy policies using Adobe Data Governance to ensure GDPR and CCPA compliance.
- • Cross‑Platform Integration: Integrated Adobe CDP with AJO, Adobe Target, and external platforms such as Google and Meta for seamless activation.
- • Performance Monitoring & Optimization: Used AEP dashboards and query services to monitor data freshness, segment performance, and activation success.