Senior Data Scientist/AI Engineer

Freelance Data Scientist @ Independent Consulting Practice

July 2025 – Present

• Delivered advanced data science solutions across marketing analytics and decision systems.
• Designed and deployed Bayesian hierarchical models to estimate campaign performance across channels (Google, Meta, Bing), capturing uncertainty, saturation effects, and diminishing returns.
• Built spend–response curves (ROAS, CPA, conversion value, incremental lift) to identify high-performing channels and avoid over-investment in saturated regions.
• Implemented budget-optimisation workflows to recommend channel allocations that maximise ROAS or revenue under real-world constraints (fixed budgets, ±20% spend limits).
• Developed an AI-assisted decision framework combining model outputs, scenario simulations, and LLM-based interpretation to help marketers understand trade-offs and select optimal strategies.

Co-Founder @ AI-Powered Personalised Audio Media Startup

November 2024 – May 2025

• Co-founded an AI application generating personalised audio news briefs for fast consumption and deeper exploration of trending content.
• Designed and implemented a RAG pipeline using LangChain, Claude, NotebookLM, and Bedrock to retrieve, summarise, and synthesise news into curated 10-minute audio briefs with source references.
• Built a subscriber-only deep-dive generation pipeline enabling long-form summarisation and structured exploration beyond the initial brief.
• Led experimentation on content relevance, summarisation depth, and personalisation quality.

Senior Data Scientist / Data Scientist @ Large Digital Property & Media Platform

November 2018 – November 2024 · Sydney, Australia

• Operated as a full-stack data scientist delivering end-to-end analytics, experimentation frameworks, scalable data pipelines, and GenAI solutions across product and growth initiatives.
• Built and scaled a production data pipeline from a laptop prototype (2,000 records/month) to a system processing 30,000+ records/day using Airflow, Docker, CloudFormation, SageMaker, and CI/CD.
• Implemented automated data quality checks, monitoring, and schema management for reliable production operation.
• Designed and operationalised the organisation’s experimentation capability, including A/B testing, pre/post analysis, and causal inference methods (e.g. difference-in-differences).
• Architected and deployed the organisation’s first end-to-end GenAI pipeline, integrating LLMs (GPT, Gemini, Llama) with prompt-chaining, evaluation workflows, and human-in-the-loop review.
• Maintained analytical foundations and dashboards during major analytics transitions (e.g. GA Universal Analytics to GA4), acting as subject-matter expert on GA export datasets.
• Led recruitment during a leadership transition by scoping roles, interviewing candidates, and onboarding a high-performing data scientist.
• Mentored interns and new hires through structured project guidance, reproducible workflows, and documentation standards.
• Drove analytics self-sufficiency across non-technical teams by running regular upskilling sessions in SQL, Python, and Tableau.

Associate Analytics Consultant @ Digital Analytics & Marketing Consulting Firm

April 2017 – November 2018 · Sydney, Australia

• Supported clients across government, automotive, telecommunications, and online retail with analytics and reporting pipelines.
• Built and optimised ETL pipelines for large-scale digital marketing data (300+ Google Analytics accounts) using Python, SQL, GA APIs, and BigQuery.
• Developed a time-series anomaly detection system monitoring 500+ metrics, reducing daily manual health checks from over 1 hour to 20 minutes.
• Designed and implemented statistical and machine-learning models including BTYD lifetime value models and survival analysis for engagement forecasting.
• Standardised workflows and automated Tableau reporting processes, reducing monthly reporting effort from 3 days to 1 day.