Martin Ghosh

🎯 Role Overview Led the digital analytics function with a team of seven analysts covering a broad range of disciplines. The scope expanded to include data strategy, predictive modelling and data infrastructure transformation to accelerate time-to-insight. 📋 Key Responsibilities - Managed a team of seven analysts across web analytics, CRM, paid media and experimentation - Defined and ran a cross-functional measurement framework with digital commerce team leads, structured around sprints and reviewed monthly - Built a business case presented to the CFO for an Azure-based data lakehouse architecture to centralise all digital and customer data - Migrated the Adobe Analytics infrastructure to Web and Mobile SDK - Introduced CLV and new customer growth KPIs alongside an RFM scoring model to strengthen segmentation strategy and prioritise lifecycle marketing journeys - Developed a predictive model combining web analytics data and product availability to surface missed revenue opportunities - Oversaw web and app analytics platforms and consent management ✅ Results - Data lakehouse delivered: centralised, cleaned and cloud-accessible data that reduced data preparation time by 60%, freeing the analytics team to focus on higher-value work - Predictive model revealed up to 30% additional top-line revenue growth potential and was adopted by leadership as an input into buying decisions - RFM model operational and embedded as the foundation for segmentation strategy and lifecycle marketing journey development

🎯 Role Overview I was brought in to build the digital analytics function from scratch. Started with a full audit of the data infrastructure and business requirements across digital teams, then developed and presented an action plan to senior digital leadership. Managed a team of two. 📋 Key Responsibilities - Audited the web analytics infrastructure and gathered requirements from each digital team (digital product, digital merchandising, Digital Experience, E-Commerce Operations, CRM and Paid Media) - Rebuilt the Adobe Analytics platform from the ground up: consolidated tag libraries, integrated an Event-Driven Data Layer and tag manager as part of a wider digital transformation project - Designed and implemented a structured six-step analytics request prioritisation process in Jira, covering everything from business context definition through to feedback on actions taken - Embedded performance measurement into the design phase of every web and mobile app development project - Audited customer data and defined an analytics action plan for CRM - Developed digital KPI forecasting models for traffic, conversion and AOV across digital channels. ✅ Results - Delivered a reliable, governable and scalable Adobe Analytics foundation across 3 websites and mobile app and covering 18 countries. - The prioritisation process created a documented basis to justify additional analyst headcount and refocus the team on high-impact work - Customer data audited and structured, giving business teams a reliable foundation for CRM analysis

🎯 Role Overview Responsible for the group's digital analytics strategy, with a team of four analysts and a freelance tag management developer. The scope expanded to cover data governance, regulatory compliance, and the rollout of BI and personalisation tooling. 📋 Key Responsibilities - Led the migration to an Event-Driven Data Layer across all brand websites to ensure data reliability - Drove GDPR and CCPA compliance: deployed consent management solutions in collaboration with legal, cybersecurity and web development teams - Built and deployed a BI solution for digital and e-commerce teams, covering e-commerce KPIs, paid media performance and database growth metrics - Oversaw A/B testing and personalisation capabilities through Adobe Target - Managed vendor contracts for data tooling, including the Adobe relationship - Coordinated digital KPI forecasting for the group SBP process ✅ Results - Successfully deployed GDPR and CCPA cookie consent management across 9 brand websites catering to 18+ countries, whilst working cross-functionally with legal and cybersecurity - Built a dedicated BI solution with an external agency, integrating existing connections to media platforms and analytics tools. - Delivered the first A/B testing proof of concept via Adobe Target, laying the groundwork for a group-wide personalisation strategy

🎯 Role Overview A bridging role between the group's technical and marketing teams, with growing responsibility for standardising digital data practices and analytics governance across all brands. Managed two specialists covering CRM and tag management. 📋 Key Responsibilities - Standardised tagging plans, web analytics tooling (Adobe Analytics) and tag managers across the group's brand portfolio - Developed and deployed the group's first shared data layer, ensuring data integrity with each code release across brand websites - Created a shared Adobe Analytics variable schema: standardised nomenclature, common segments, core reports and alerts used across all brands - Defined customer data collection plans and built a first-party data collection infrastructure tracking the acquisition source of every subscriber - Coordinated e-commerce KPI forecasting (visits, conversion, AOV) for the annual budgeting process (SBP) across three regions — EMEA, NAM and APAC - Ran cross-functional workshops and working groups to share best practices across brands ✅ Results - Delivered the group's first shared data layer, establishing reliable web analytics data across 9 brand websites serving 18+ countries - Built a common technical and analytics foundation on a shared-services model, reducing development costs across brands - Deployed a first-party data collection infrastructure that gave all brands visibility into which acquisition channels were actually driving subscriber growth - Embedded a KPI forecasting process into the group SBP cycle, giving brand teams a structured basis for their e-commerce strategic planning

🎯 Role Overview First role at Amer Sports, within a group-level digital team that was still being structured. The focus was on paid media performance analysis and operational support to the group's brands to help them get more from their media investments. 📋 Key Responsibilities - Built reporting and dashboards to track digital KPIs — traffic, conversion, ROAS — across the group's brand portfolio - Identified budget optimisation opportunities across acquisition campaigns - Supported implementation of conversion tags across brand websites - Coordinated with agencies and platform partners (Google, Meta) to improve media performance and adopt new channel capabilities - Shared paid best practices across brands within the group 🛠 Skills Developed - Paid media analysis and optimisation in a multi-brand international environment - Web analytics and tag management tools - Cross-functional collaboration with agencies, platform partners and internal teams

🎯 Role Overview Head of Digital & E-commerce, responsible for the full digital strategy, from CRM to acquisition. I built and managed a team of six, and sat on the commercial executive committee. 📋 Key Responsibilities - Built and managed a team of six: webmaster, project manager, traffic manager, email marketing specialist, commercial merchandising, and an assistant - Led the CRM strategy: behavioural segmentation, and lifecycle automation covering basket abandonment, loyalty, and post-stay sequences - Defined and steered the acquisition strategy across Google Ads, Meta, Display, and affiliate - Led a full e-commerce site overhaul, covering SEO, UX and mobile experience - Ran conversion rate optimisation through A/B testing across the purchase funnel - Owned e-commerce KPI framework, forecasting and performance reporting - Acted as business owner for the CRM implementation project: built the business case to secure investment, wrote the functional spec and ran the RFP process ✅ Results - Contributed to growing direct bookings to 50% of total revenue mix — through direct online reservation growth and increased call volume driven by improved traffic and online visibility - 30% improvement in conversion rate on traffic from subscriber and previous customer base - Reduced the checkout funnel from 6 steps to 3, which directly unlocked the ability to scale paid media investment - Quadrupled paid media investment over five years while holding ROAS targets - Developed geographic customer segmentation to improve occupancy rates during off-peak periods

🎯 Role Overview First digital marketing role, within a small e-commerce team. I had broad operational responsibility across acquisition channels and on-site commercial activity. 📋 Key Responsibilities - Managed digital acquisition campaigns across Google Ads and affiliate marketing - Ran email marketing campaigns and monitored performance - Day-to-day coordination of external digital agency partners - Worked with the web agency on e-commerce site development and delivery - Handled on-site merchandising and contributed to UX improvements - Built and maintained performance reporting 🛠 Skills Developed - Practical grounding in digital acquisition and paid media - First exposure to e-commerce and web analytics - Agency management and multi-stakeholder coordination