About
Analytically minded Business Analyst with an MSc in Marketing (UCD) and a BE in Information Technology, combining strong technical fluency with commercial awareness across retail, hospitality, and technology sectors. Skilled in requirements elicitation, BRD and FRD documentation, process mapping, gap analysis, UAT planning, and translating complex business needs into clear, actionable insights for senior stakeholders. Experienced in Agile/Scrum delivery, SDLC frameworks, and cross-functional collaboration, with a consistent track record of improving operational efficiency and data quality. Proficient in GA4, Power BI, Tableau, SQL, Salesforce, HubSpot, JIRA, and Confluence.
Skills & Expertise (63)
Work Experience
Sales and Marketing Assistant
Dunnes Stores Ireland
May 2025 - Nov 2025
Elicited and analysed consumer purchasing data and campaign performance metrics, producing structured Business Requirements Documents (BRDs) that directly shaped promotional planning and product placement strategy across 3 store sections. Conducted root cause analysis on underperforming product lines, identifying process inefficiencies and proposing a revised workflow adopted across the team — demonstrating practical gap analysis and process optimisation skills. Defined, tracked, and reported weekly KPIs (customer response rates, stock movement, footfall trends) to senior stakeholders using structured performance dashboards, enabling faster and more confident data-driven decisions. Collaborated cross-functionally with marketing, operations, and supply chain teams to align promotional execution with strategic business objectives, gaining hands-on experience in multi-stakeholder requirement gathering and SDLC-aligned delivery. Synthesised customer feedback and transactional data to identify gaps in loyalty programme engagement, contributing a prioritised recommendations report that supported the next campaign planning cycle.
Customer Experience and Operations Analyst
Tesco Ireland
Dec 2023 - Aug 2024
Mapped end-to-end customer service workflows using process documentation techniques, identifying bottlenecks and contributing to measurable improvements in service desk efficiency and average handling time. Analysed operational data sets (refunds, Clubcard queries, service reports) to surface recurring trends, delivering structured analytical reports and process improvement recommendations to team leads for peak-period planning. Gathered and synthesised recurring customer feedback to identify root causes of service failures, producing findings that informed process redesign, updated SOPs, and targeted team training initiatives. Supported change management during peak trading periods by re-documenting workflows, communicating process updates to team members, and monitoring adoption — ensuring consistent service delivery under pressure. Maintained well-structured records of service desk transactions and operational performance data, developing disciplined data documentation and reporting practices directly aligned with BA standards.
Digital Analyst and Web Development Intern
I Birds Software Pvt. Ltd., India
Jan 2023 - Mar 2023
Implemented GA4 and Google Tag Manager tracking plans to capture user behaviour, funnel drop-off points, and conversion events across landing pages — demonstrating end-to-end analytics requirements and implementation capability. Designed and executed structured A/B tests on email campaigns and landing page layouts; interpreted results and presented data-backed recommendations that achieved a 20% uplift in email open rates. Performed keyword research and competitor analysis using SEMrush and Google Keyword Planner, translating findings into a prioritised SEO action plan presented to senior management as a formal deliverable. Maintained and audited CRM data records within HubSpot, ensuring data integrity and completeness for marketing reporting — building data quality and governance skills central to BA data management.
Marketing and Data Analyst
Lights Out Café, Agra, India
Jan 2022 - Dec 2022
Designed, executed, and analysed integrated multi-channel campaigns across email, social, and in-venue channels, growing audience engagement by 60% and driving a 30% uplift in online reservations through iterative, data-informed optimisation. Defined campaign KPIs, tracked performance via Meta Suite and Instagram Insights, and produced weekly structured reports with insight narratives and strategic recommendations for management review. Conducted competitor benchmarking and consumer sentiment analysis to inform campaign positioning and budget allocation, applying structured market intelligence to planning decisions. Designed and maintained monthly content calendars, coordinating across creative and operational teams to ensure timely, brand-consistent promotional execution across all digital touchpoints.
Education
MSc Marketing and Retail Innovation - University College Dublin
- 2024 · Afghanistan
Bachelor of Engineering — Information Technology - NHCE
- 2023 · Afghanistan
Certifications
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Skills (63)
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