I've spent the past eight years working across fintech and edtech, mostly in media, performance marketing, analytics, and automation. These days, I work as a Media Manager at MoMo, covering full-funnel media strategy, performance marketing, attribution, and the occasional presentation to people much higher up the org chart.
Work aside, I'm interested in how systems work, why people make the choices they do, and what happens when you look at a familiar question from a different angle. I read across science, history, philosophy, and fiction; learn languages; travel; and tend to follow a question further than I originally intended.
I don't have a particular interest in collecting opinions. I'd rather understand the context first, keep what survives scrutiny, and change my mind when experience or better evidence gives me a reason to.
I like decisions that can be traced back to something concrete — a number, a behaviour, a clearly stated assumption. I work both bottom-up and top-down, from campaign data to business-level projections, and I have a slightly obsessive habit of checking my own math before trusting a conclusion.
If I do something twice, I start wondering whether I should have built it instead.
Reporting, tracking, drilling, repetitive analysis — the parts that follow a pattern are usually better turned into a system than repeated by hand.
Somewhere along the way, building the tool became as interesting as the analysis it produced.
I'm comfortable being the person who builds the dashboard, writes the logic behind it, figures out why the numbers don't reconcile, and then uses the thing to answer the original question. The boundary between analyst and builder tends to disappear pretty quickly anyway.
I read mostly nonfiction and fiction that gives me something to think about afterwards — science, history, philosophy, civilisation, and speculative fiction are recurring territories.
What I like most about reading is probably not learning facts. It's getting to inhabit a different context for a while: another period in history, another civilisation, another person's choices, another way of seeing the world.
I learn languages, travel when I can, and keep a few ongoing experiments around simply because I'm curious about them.
This site is where I keep some of those things — work, things I've read, things I'm learning, and things I'm building.