01
Measurement framework design
KPI definition, tracking plans, data layer specs, and validation — the foundation everything else stands on.
Digital Analytics Consultant — Porto, Portugal
Turning analytics into a competitive advantage.
I help D2C and B2B teams close the gap between data, strategy, and execution — building measurement frameworks, owning complex migrations, and generating actionable insights.
What I do
Four things, done seriously.
02
Analytics implementation & audit
GA4 and GTM done right: clean architecture, accurate events, no silent failures.
03
Migration analytics
SEO equity, data continuity, and tracking integrity through replatforms and redesigns — without losing the past.
04
Reporting & enablement
Dashboards in Looker Studio, Looker, or Power BI, plus the team enablement that makes them stick.
Selected experience
Senior work across retail, automotive, B2B services, and education:
- Mercedes-Benz.io
- Sodexo
- Sonae MC
- Porto Editora
- VML
Why
Recommendations are easy. I implement my own.
Twenty years across client-side and consulting, in retail, automotive, B2B services, and education. That dual perspective is the reason I don’t stop at the deck — I build the thing, ship it, and stay until the team can run it. Measurement frameworks matter to me because they’re what turn marketing from opinion into operations.
Have a project in mind?
One-off audit, migration support, or a longer engagement — happy to chat.