Mo Daghlas

Passionate data analytics professional with experience in e-commerce and education. Specialised in Excel, SQL and Tableau to lead reporting on financial and marketing metrics, optimising budget allocation, and conducting product analysis. A problem solver focused on delivering tangible results and implementing data-informed strategies, leveraging my background in education to drive collaboration, effective communication, and leadership in achieving common goals.

DATA ANALYST - Vesper247 / Sept 2022 – Sept 2023

• Lead business operations meetings: Lead reporting on daily and weekly financial and marketing metrics by building dashboards in Looker Studio using marketing and sales data sources (Shopify, GA4, Meta, TikTok, and Google Ads). Measure performance of marketing campaigns' spend against sessions, visitors, ROAS, CPM, conversions, and sales, this led to a streamlined decision-making process regarding marketing budget allocation for campaigns.
• Analyse and guide product inventory: Conduct product analysis using Python to transform and load tables from Shopify stores into a local database. This includes the extraction of keywords from product descriptions to create new columns for the categorisation and eventual analysis of product sales. Use SQL to query and then load this information into Tableau to provide stakeholders with interactive dashboards to inform key decisions that lead to the re-evaluation of production and inventory levels which were ultimately adjusted by 20% to account for new insights on sales.
• Report key marketing metrics: Create dashboards in Tableau and Looker Studio using data from social media platforms and email marketing campaigns. Analyse seasonal marketing campaigns using data from Meta ads to compare CVR, ROAS and CPM leading to the reallocation of 20% of monthly marketing budget and an increase of 15% on attributed website purchases. Audit, clean and update customer data to improve accuracy of marketing campaigns. Report on key metrics such as bounce rate, open rate, and total conversions for the various flows in Klaviyo to monitor the success of various flows. This ultimately led to an increase of newsletter-related revenue by 45%.
• Drive improvements to website: Create dashboards in Looker Studio to track website usage from GA4, including traffic acquisition, conversion rates, demographics, and customer journeys. Aid the e-commerce and marketing teams in the redesign of website elements, using tools such as Lucky Orange to observe and record customer behaviour on landing and product pages and making actionable suggestions for effective product placement and UI elements. This contributed to an increase in 'add to cart' conversions by 8% and a decrease in cart abandonment by 5% between Q4 22 and Q1 23, thus leading to an increase in order volume by 10%.
• Streamline production and development: Work closely with the operations manager to develop systems to monitor workflows and communication within the department. Create Trello boards and collaborative spreadsheets for tracking the various stages of the product development cycle, including design, creation, product images, and production quantities which were ultimately used for project management and multiple long-term projects with product and development.

• Data Manager: Tracked attainment, attendance and behaviour, and presented to the senior leadership team. Used a variety of school-specific systems (SIMS, Bromcom) to communicate trends and areas for improvement across groups and subjects. 
• Teacher of Mathematics and Key Stage leader: Tracked whole-school progress, delivered lessons successfully, created content for schemes of work. Analysed data monitoring progress to ensure students were exceeding expected targets.

PGCE Mathematics - 2011 - Canterbury Christ Church University

BsC Multimedia Technology & Design - 2007 - University of Kent