Manchester based Business Analytics postgraduate with a 2:1 in Digital Marketing, bringing customer understanding, structured analysis and an adaptable international perspective to early career roles.
I started with digital marketing, learning how organisations understand audiences, shape propositions and communicate value. Business analytics gave me a more rigorous way to test those assumptions through research, modelling and data.
I now bring both perspectives to practical work: understanding the commercial problem, building a useful digital response and checking what the evidence supports.
From customer questions to analytical evidence
My Digital Marketing final project at Birmingham City University explored AI in marketing strategies targeting Generation Z. My MSc dissertation took a more focused question into UK ecommerce: how personalisation, trust and loyalty are statistically related.
Together, these projects connect the customer perspective with the discipline of checking what the evidence can support. That connection is central to the analytical and technology roles I am pursuing.
Background · adaptability
I was born and raised in Germany and moved to the UK in 2017 during Year 8. I completed secondary school at St Peter’s Roman Catholic High School, spent two years at Xaverian College, and later studied at Birmingham City University before moving into Business Analytics in Manchester.
Adjusting meant learning a new school environment, building relationships and becoming confident in English while retaining German. I still maintain my German through daily Duolingo practice, with a streak of more than 600 consecutive days as of September 2026.
Born and raised; the foundation of my German fluency.
Joined during Year 8 and adapted to a new country and school system.
Completed two years of sixth form education in Manchester.
Digital Marketing at BCU, followed by Business Analytics in Manchester.
Selected milestones
Digital marketing foundation
My 2:1 BA (Hons) covered market research, campaign methodology, content strategy and digital measurement. It gives me a useful second lens: not only what the data shows, but who the audience is, how value is communicated and which decision the evidence needs to improve.
Explore Flock Together, Nando’s, Mailchimp and Peaky Blinders coursework ↗
Market research, audience segmentation and customer centred problem framing.
Planning, content marketing, SEO/SEM foundations and proposition thinking.
GA4 training, KPI interpretation, A/B testing principles and campaign analysis.
Individual analytical writing on Shopify, platform change and responsible adoption.
View related workEarlier research foundations
These are presented as foundations rather than complete analytics case studies. The distinction keeps the portfolio clear about the depth and maturity of the evidence available.
Examined personalisation, chatbots, predictive analytics, trust, privacy and responsible AI in marketing. This early study established the customer question later developed through postgraduate analytics.
Researched how nature, social connection and mental health shaped the proposition, reviewed comparable organisations and developed questions for primary research. Recommendations and other presentation sections remained the work of the named team members.
Evidence reviewed from the original project document, research notes and presentation. Commercial campaign deployment falls outside the evidence shown here.
Role fit · evidence linked
A strong fit for performance, risk and financial services analysis that depends on reliable data, regression and clear KPI reporting.
Linked evidence
Ownership is stated per case. Team evidence is never presented as sole output.
How I work
I use analysis to clarify a decision, and I state the limits before anyone acts on the result.
My work spans survey analytics, statistical modelling, classification, relational data design and decision models. I start by defining the question, checking whether the data can answer it and choosing a method that fits the decision.
I value evidence that is useful, transparent and honest about its limits. That means separating validation from deployment, association from causation and team output from individual ownership.
This is a living portfolio. It begins with the strongest work I can verify today and will expand with professional projects, responsibilities and outcomes as my career develops.
Journey
Completed an accelerated two year programme at Birmingham City University with Upper Second Class Honours.
Built evidence across statistics, data management, decision modelling, machine learning and transformation.
Designed and delivered a dissertation study on AI personalisation, trust and loyalty.
Open to graduate analyst roles in performance, risk, BI reporting and customer insight, particularly in financial services. Available immediately.
Verified toolkit
Statistical research SPSS · Qualtrics · PROCESS Model 4
Machine learning SAS Enterprise Miner
Data and models SQL · Excel · relational modelling
Visualisation Power BI / DAX foundations · Python figures
Digital measurement GA4 · segmentation · A/B testing principles
Match a role to the evidence
Normalised six table schema with primary and foreign keys, plus seven queries using joins, window functions and aggregation.
Team project, SQL build focusCertified 2025.
CertificationEducation
Dissertation submitted · Predicted Distinction
Upper Second Class Honours (2:1)
Relevant modules: Research Methodologies, Audiences and Brand Development, Digital Marketing Primer, Planning and Strategy, Contemporary Market Research Methods, Methodologies for Digital Marketing Campaigns, Collaborative Project, Content Marketing, Professional Practice, Major Project (Visual Communication).
Explore BCU projects and modules ↗Training and certifications
Professional experience