About Martin
Lead Data Analyst specialized in Marketing & E-Commerce Analytics.
I currently lead the analytics function at EDIBS, a digital education company operating largely as an e-commerce business with over €10M in annual revenue.
My work focuses on helping companies understand their data, identify growth opportunities, and improve decision-making through clear dashboards and structured analysis.
With a background in Mathematics and Data Science, I combine strong analytical skills with a practical business perspective. I regularly work with marketing, product, and executive teams to translate complex datasets into clear insights around performance, profitability, pricing, and growth.
English
Native or bilingual
Spanish
Native or bilingual
Can work on-site
Málaga (up to 50km)
Experience
- EDIBSLead Data AnalystMarch 2025 - Today (1 year and 4 months)Lead analytics for AI-focused digital education products sold through automated e-commerce funnels, supporting data-driven decision-making across acquisition, funnel performance, and profitability.Own profitability and unit-economics analysis across products, funnels, and campaigns, optimizing margins and identifying financial inefficiencies.Designed and maintain performance dashboards to monitor funnel performance, business models, and channel efficiency across paid and organic traffic.Analyze paid media investments across Meta, YouTube, LinkedIn, and TikTok, developing attribution logic to evaluate ROI, scalability, and channel performance.Built revenue forecasting models estimating secured monthly cash flow with ~90% accuracy, enabling improved liquidity planning and strategic investment decisions.Implemented a robust UTM tracking framework, ensuring reliable campaign attribution and consistent performance analysis across all traffic sources.Provide analytical insights to support growth strategy, marketing optimization, and operational decision-making.
- Bull performanzeLead Data AnalystMarch 2024 - March 2025 (1 year)I lead analytics at Bull Peformanze, supporting AI-focused digital education products sold through e- commerce and automated online funnels.
- AppleSenior Data Analyst | ProjectLeadJanuary 2022 - February 2024 (2 years and 1 month)Cork, IrelandRevenue Analytics & Data Automation Project – Sales Education (Europe)Contributed to a data analytics initiative aimed at improving revenue margins across the European sales education business.Identified new business opportunities by detecting customers who had not previously purchased products.Analyzed customer data to segment high-value and loyal clients, enabling targeted sales strategies.Evaluated product saturation across European markets, supporting the development of long-term refresh strategies.Built scripts to monitor data connections between systems and databases, ensuring data reliability for business teams.Developed AI-based deduplication scripts to clean customer databases and improve the accuracy of sales reporting.Supported business teams with real-time sales updates and campaign insights for product refresh initiatives.Assisted with project management activities, including project charters, work breakdown structures, and risk assessments.Maintained project documentation, customer datasets, and operational procedures within the Project Management Office (PMO).Provided weekly project updates to the Director of Sales Education, ensuring alignment with business objectives.
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Education
- MScUniversity College of Cork2022MSc
- Bachelors in MathematicsFacultad de Ciencias (Universidad de Cádiz)2020Bachelors in Mathematics