Fractional Head of Analytics · $50M+ DTC eCom
Most marketing data problems aren’t accuracy problems. They’re governance problems.
I’m the Fractional Head of Analytics who fixes them before AI amplifies them.
You’ve already tried the fixes, manual analyses, attribution platforms, MMMs, vendors pitching AI on top of broken foundations. I run two-week DAR loops anchored to the Horizon. Adoption-first, vendor-agnostic, foundation before tools.
Recent work across
What I typically help with
The First Loop
4 weeks. One trusted artifact shipped end-to-end. Your Horizon defined. Becomes the proposal for an ongoing engagement, or a clean exit with real value in hand. Director-budget-friendly.
Book The First Loop →Fractional Head of Analytics
Two-week DAR loops anchored to the Horizon. The 9am dashboard the CMO trusts. Definitions every department signs off on. Production and dev environments aligned. The foundation that earns AI.
Discuss a fractional engagement →The Trusted Number Audit
A 10-question diagnostic to find out whether your data problems are accuracy problems or trust problems between teams. 5 minutes. Free.
Take the audit →AI on a foundation that earns it
AI agents and RAG systems work, but only on a foundation that earns them. I’ll tell you straight whether you’re ready, and what to fix first if you’re not. No fluent nonsense at scale.
Read the principle →Recent work
How a $100M+ DTC eCom got to a 9am dashboard the whole org trusts
without buying a new tool
A 2-month case study in why the data problem you think you have is rarely the data problem you actually have.
Read the case study →How J&J ditched a hundreds-of-thousands-dollar Adobe contract, without losing analytical capability
Most consultants would have extended the Adobe contract forever. We migrated J&J to GA4, a free tool, without losing a single analytical capability. The bill went away. The analytics didn’t.
Read more →600 sites in 6 months: enterprise analytics governance at scale
Six hundred properties across multiple geographies. One consistent measurement framework. Six months. Here’s how we did it without a six-month framework.
Read more →“Lluis came in to help us with dashboards and within a month told us that we didn’t have a problem with the dashboards. The problem was the governance. Three months later we had a clean dbt foundation, revenue and margin definitions every department had signed off on, automated 9am reporting running on shared models, and a 66% reduction in data processing costs. The dbt work was the easy part. The hardest part was the conversations he made us have. Worth it.”
About
14+ years building data and analytics systems for Honeylove (DTC apparel), J&J (600+ global sites), Equifax, LaunchLife, and SKY TV, alongside high-growth DTC brands. Director of Engineering at Honeylove. Founder of Data Crafts. Senior Analytics Consultant at Search Discovery and Havas Media UK.
I now run all of that as a Fractional Head of Analytics — adoption-first, vendor-agnostic, foundation before tools. AI comes after the foundation, not on top of the mess.
Start with The First Loop
Four weeks. One trusted artifact shipped end-to-end. Your Horizon defined. It becomes the proposal for an ongoing engagement, or a clean exit with real value in hand. Or book a free 30-minute call, no pitch, an honest conversation about whether the work I do is the work you need.
Book a free call