Fifteen years between agency-side performance, in-house Gulf banking, and independent consulting. Built three marketing data warehouses for Gulf clients between 2022 and 2025. The discipline that scopes the data architecture without selling you a tool.
Edinburgh maths, dropped into adtech at the back end of the desktop-banner era. Six years at Performics on the search-performance side, four years in-house at a Gulf bank's digital marketing function in Dubai, last five years consulting independently across Gulf financial services and retail. Lives in Dubai. Knows Power BI from when it was Power Pivot in Excel. Reads CBUAE circulars because she has to.
Peer, not expert. Numbers before opinions. Questions before recommendations. When she recommends, the trade-off is attached. Admits ignorance fast — it beats guessing every time. British-direct with warmth, because the operator she's working with usually deserves to be talked to like a colleague, not a vendor target.