Afreen Fatima

Senior BI and data professional with experience delivering end-to-end reporting, data integration and automation solutions across sales, marketing and operational teams. Hands-on with Power BI, DAX, SQL, Microsoft Fabric, BigQuery/GCP, Excel, Python and REST APIs, including CRM-integrated analytics and scheduled data workflows. Experienced in translating stakeholder requirements into reliable data models, dashboards and automated reporting processes, with a strong focus on data quality, governance and maintainable solutions.

Data Analyst & Integration Specialist - Newsquest Media Group - Remote, UK

(2023-01)

• Own and develop Power BI reporting solutions used by sales, client services and operational stakeholders, covering revenue, forecasting, retention/churn, campaign performance and daily spend.
• Build and maintain semantic models, DAX measures, Power Query transformations and interactive drill-down reporting, translating business definitions into consistent KPI logic.
• Develop data workflows across Google BigQuery/GCP and Microsoft Fabric, including ETL/ELT transformations, scheduled refresh processes and validation controls for recurring reporting.
• Built API-based integrations between HubSpot CRM and reporting/data platforms using REST APIs, JSON and Python, supporting automated synchronisation and improved reporting consistency.
• Automate previously manual Excel and recurring reporting processes, reducing repetitive preparation and improving reliability of monthly and weekly outputs.
• Investigate data-quality and reconciliation issues across source systems, pipeline data and reporting layers; work directly with stakeholders to validate logic and resolve variances.
• Support production reporting operations including refresh schedules, gateway/data-source issues, deployment changes and business-user guidance.

Data Scientist (Contract) - Valid Insights - Remote

(2022-01 - 2022-12)

• Automated patient narrative generation from unstructured clinical-trial data using Python and docxtpl, reducing manual document preparation.
• Converted scanned PDF data into structured CSV outputs using Camelot-py and prepared validated datasets for downstream analysis and reporting.
• Managed project assets through GitHub and SharePoint and presented technical findings to senior stakeholders; contributed to ahead-of-schedule delivery.

Data Systems Engineer - Servelec Controls - Aberdeen, UK

(2019-01 - 2021-12)

• Supported enterprise data systems including PI Data Historian and related modules, alongside analytics dashboards and KPI reporting solutions.
• Contributed to integrations between operational and business applications and supported delivery within JIRA/SLA-based environments, including Hyper-V and VMware infrastructure.

Customer Support Analyst - SITEL - Remote

(2017-01 - 2019-12)

• Analysed customer data to monitor financial and operational trends and supported improvements to customer-feedback processes and data accuracy.

MSc - Data Science & Analytics - Robert Gordon University, Aberdeen, UK (2016-01 - 2016-12)

Master - Finance - Osmania University, Hyderabad, India (2011-01 - 2011-12)

BSc - Mathematics, Statistics & Computer Science - Osmania University, Hyderabad, India (2009-01 - 2009-12)