Commercial Analyst - Berry Brothers & Rudd - London, UK
(2024-03)
- Built a first-of-its-kind stock replenishment tool by combining stock and sales databases using advanced SQL (joins, CASE statements) and visualising the output in Power BI using DAX. Enabled proactive reordering to prevent stock gaps while identifying overstocked positions, saving an estimated £124k in unnecessary reordering costs and approximately 10 hours of manual reporting per week within the first month of deployment.
- Designed and implemented a monthly offer calendar in Excel and Power BI, facilitating £800k–£1 million in revenue per month. Built with advanced filtering, dynamic Matrix tables, and user-friendly layouts. This significantly reduced manual reporting time while enhancing the sales teams efficiency.
- Developed a customer segmentation model in Excel, classifying customers into A, B, and C tiers based on previous campaign spend and total annual value, to intelligently pre-allocate products ahead of campaign launch, prioritising highest-value customers and contributing to £95k in gross profit before the campaign went live.
- Built a Power BI dashboard for sales teams across Hong Kong, Japan and Singapore combining SQL-queried data to surface category-level sales performance across 15 users in these markets. This report enabled teams to focus efforts on high-performing lines and deprioritise underperforming categories, directly contributing to a 32% reduction in stock holding and a 7% increase in sales.
- Appointed as the business' internal AI coordinator, partnering directly with Microsoft to lead a business-wide Microsoft Copilot implementation. I have also recruited and led a network of 10 AI 'Champions' across departments. I regularly attend Microsoft Copilot briefings to identify new use cases, explore AI automation and agent-building to drive productivity gains across the organisation.
- Presented a data-driven business case to senior buying managers, using Excel-queried sales and gross profit data to demonstrate the growth potential of the USA wine region. This self-lead initiative successfully secured a 12% increase in the regional buying budget as a direct result.
Web Analyst - Berry Brothers & Rudd - London, UK
(2022-05 - 2024-03)
- Built a marketing channel performance report in GA4, providing the acquisition manager with clear visibility of channel-level ROI. This directly informed PPC budget allocation decisions that contributed to 100% year-on-year growth in campaign sales.
- Identified a commercial opportunity by analysing website engagement data across spirits brands including page views, add-to-basket rates, time on page, and 3-year sales trends. Then independently pitched an exclusive on-site partnership package to suppliers. Successfully signing 2 suppliers to deals worth £25k each, encompassing premium website placement, in-person events, shop window displays, and exclusive email campaigns.
- Led a full homepage redesign, independently identifying friction points through GA4 analytics and Microsoft Clarity session recordings, translating findings into actionable UX improvements that resulted in a 32% reduction in bounce rate in the following 6 months.
- Analyzed on-site search queries using SQL (BigQuery) to reduce unsuccessful searches by 90,000 within 3 months, improving the online customer browsing experience.
- Delivered weekly sales and GP performance updates to Marketing and eCommerce managers, tracking drink-now wine performance. A category representing approximately 80% of annual website revenue.
- Recognized with the Outstanding Service Award for exceptional contribution in the first year.
