Meet the person behind Define Data

I started Define Data because I saw the same problem everywhere: growing businesses that had invested in tools but couldn't trust their data. They didn't need another software purchase — they needed someone who'd done this before, understood their business context, and could actually get it right. That's what I do — and for engagements that need more hands, I bring in trusted specialists and consultants I've worked with over the years.

I've spent over a decade building data teams, fixing broken reporting, and helping leadership actually trust the numbers they're looking at. I've done it as a Head of Data in high-growth SaaS, in regulated banking, and in e-commerce businesses operating across 14 markets.

At a Series C fintech, I built the entire Data & Analytics function from scratch — hiring the team, standing up the data platform, and delivering the dashboards and reporting that sales, finance, and product leadership relied on daily. When the CRM and business systems needed attention, I took that on too — redesigning Salesforce reporting and deploying/integrating Hubspot Marketing, improving pipeline data quality by 80%, and turning monthly Excel reports into daily self-serve analytics used by every manager in the business.

Before that, I led digital analytics for a €50 million banking initiative, analysing 1.5 billion events a year from 1m+ customers and presenting insights directly to the steering committee. And in e-commerce, I grew from Data Analyst to leading a team of analysts and data scientists across a €500 million revenue business operating in 14 markets.

Most recently, I led Data & AI, Product and Engineering at a funded AI startup — building a multi-tenant data platform handling 20+ enterprise customer workloads and shipping agentic AI workflows with a 15-person team.