David Urena

Analytics leader focused on multiplying the impact of data teams and the organisations they support. 18+ years building and leading Analytics and BI capabilities across high-growth technology companies, e-commerce and global organisations. Experienced in turning small, high-performing teams into scalable analytics functions by establishing clear priorities, analytical standards, operating models and strong business partnerships. Combines hands-on analytical expertise with people leadership: advanced SQL and BI, data modelling and metrics, product and customer analytics, experimentation, and the ability to translate complex questions into clear recommendations and action.

Particularly effective at working with Product Managers and business leaders, helping teams ask better questions, focus analytics capacity on the highest-value problems, and build greater autonomy and data literacy across the organisation.

Head of Business Intelligence & Analytics at CoachHub (2022 – 2026)

Led the Analytics & BI function across Product, Technology and Business, connecting company strategy with data-driven decision-making.

• Owned the analytics vision, roadmap and team development, while partnering with senior leaders to turn complex business questions into actionable insights.
• Multiplied team impact by scaling Analytics & BI from 4 to 10 people, establishing clear ownership, ways of working and a culture of collaboration, autonomy and continuous development.
• Defined and executed the Analytics & BI strategy and roadmap, prioritising work according to business value, strategic importance and organisational needs.
• Partnered with senior leadership across Product, Commercial and Operations to translate strategic questions into actionable analytics and measurable business outcomes.
• Established data governance foundations including metric definitions, reporting standards and a trusted analytics layer, improving consistency and confidence in company-wide decision-making.

Director of Data at Domestika (2020 – 2021)

Built the company's first Data organisation while remaining closely involved in analytics, BI and business decision-making.

• Built the Data organisation from the ground up, defining its strategy, structure, priorities and operating model around business objectives.
• Recruited and led a 10-person multidisciplinary Data team, creating clear responsibilities and a collaborative.
• Established the company-wide Analytics and BI roadmap, prioritising work according to business impact and the needs of Product, Marketing, Commercial and Operations.
• Partnered closely with Growth and Paid Marketing to improve customer acquisition efficiency through audience targeting, channel analysis and optimisation of marketing investment.
• Worked with Growth to develop customer acquisition models and LTV frameworks, strengthening understanding of customer economics and supporting acquisition and growth decisions.
• Introduced dbt as part of the company's modern data stack.
• Hand-on work to support, structure and deliver reporting capabilities and data products

BI Lead & Head of BI at Veepee (2020 – 2021)

Led the BI team for Privalia while contributing to the design of the wider group data organisation.

• Helped design the wider data organisation and establish scalable analytics capabilities. Supporting departments such as Sourcing, Logistics, Marketing and Product.
• Promoted data literacy and analytics best practices across the business.
• Worked across business functions to strengthen the use of data in decision-making.

Business Intelligence Team Lead at ASOS (2015 – 2018)

Managed a 12-person BI development team supporting 1,000+ users, developing experience in large-scale analytics delivery, BI governance and stakeholder management.

• Led a 12-person BI development team delivering analytics and reporting to 1,000+ users.
• Managed stakeholder relationships across a large international e-commerce organisation.
• Strengthened BI governance and delivery practices at scale.

Senior BI Developer at Badoo (2014 – 2015)

Acted as BI platform architect, working across data models, reporting architecture and MicroStrategy development. Partnered with business analysts and stakeholders to translate requirements into scalable BI solutions and drove the platform improvement roadmap.

BI Consultant at Sony Computer Entertainment Europe (2012 – 2014)

Delivered dashboards and reporting solutions, advanced metrics, SQL-based analysis, data modelling and data reconciliation. Provided user training and documentation while contributing to BI platform administration, testing and continuous improvement.

BI Developer at Edifice Information Management (2010 – 2012)

Developed end-to-end MicroStrategy BI projects for customers, including metrics, attributes, reports, security models and data validation. Built supporting automation and testing tools using SQL, Java and VB.

Senior Technical Support Specialist at Business Objects (2006 – 2009)

Supported enterprise customers implementing customised Business Objects applications, working across databases, operating systems and web technologies. Mentored engineers and handled complex escalations.

Java Developer at KXEN (2003 – 2005)

Developed Java interfaces, web services and automated testing frameworks for data mining software, contributing to the Java Data Mining API (JDM / JSR-73)

Master's in Computer Science (Data Mining) – Paris XIII, France (2003 – 2003)

Bachelor in Linguistics – Martinique, France (2000 – 2000)