I LIKE TO BUILD:

Built the sell-out data foundation for the South region from scratch: defined dimensions and facts, wrote the SQL queries, connected the daily activation flow (D-1). What used to take several days to consolidate now runs in 37 seconds, and became the basis for stock allocation, targets, promoter deployment, commissions, and contest results, distributed daily to 2 directors, 3 managers, and the VP, alongside Power BI dashboards with role-based access control. Also built a Difference-in-Differences model to measure training effectiveness, and a promoter coverage pipeline that cut planning time by ~2h/week.

~$12M in freight savings from carrier negotiations I sat in on, backing purchasing's decisions with data analysis. Created the KPIs and OKRs for the Import department, still used by management and directors today. Built a predictive transit time model for the Manaus route during a period of drought and port disruption in Panama and Mexico. Traced a drop in import margins to the dollar's appreciation, not freight costs: international freight had gone up, but the real damage came from exchange rate, and that redirected where purchasing focused next (this is the story behind the post "A Metric That Looked Fine" over in Musings).

Broke down the causes of payment-flow delays and overturned the team's assumption that it was all understaffing: only 5% was headcount, 50% was the payment-flow bottleneck (port clearance to physical/fiscal entry), 30% was system issues at process closing, and 15% was payment terms themselves. That analysis led directly to formalizing KPIs for the area, the role that became Management Information Analyst.

Ran paid traffic for a portfolio of 10+ clients on Google Ads and Facebook Business, by hand: no AI tools existed for this yet. Wrote the copy, adjusted landing pages, built keyword plans to project cost and results before spending. Automated campaign onboarding with Google Apps Script. This was my first real contact with programming and with business data, and the two ended up merging: it's still what I do today in freelance paid traffic.