Senior Consultant working at the intersection of tag management, marketing attribution and data architecture. I help brands turn fragmented tracking into measurement systems they can trust.
Five years across financial publishing, betting, e-commerce and multi-brand retail. Currently with Merkle Italia (Dentsu) as Senior Consultant.
My focus is the unglamorous middle layer: tagging plans, data layers, server-side pipelines, BigQuery models. The work that no one notices when it's right — and breaks everything when it's wrong.
Measurement should survive contact with reality. Less reporting. More architecture.
Leading server-side tracking, marketing attribution and BigQuery data architecture across multiple clients. Designing measurement systems that connect ad-server impressions, DSP activity and on-site conversions into a single, trustworthy source of truth.
Built tagging plans and data layer standards from scratch for a leading financial publisher across web, mobile and e-commerce. Configured Tealium iQ, set up Adobe Analytics for a major betting platform, designed automated data pipelines, and developed a tool to evaluate paid campaign performance.
A tagging plan that's grown out of hand? An attribution problem nobody wants to own? Or just a conversation about where analytics is headed — drop a line.