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Gabriela M.

Global Data, Analytics and Marketing Strategist

Works remotely from London

  • 51.509648
  • -0.099076
  • Suggested rate £750 / day
  • Experience 7+ years
Propose a project The project will begin once you accept Gabriela's quote.

This freelancer will be available again on 26/07/2023

Until 26/07/2023

Propose a project The project will begin once you accept Gabriela's quote.

Location and workplace preferences

London, England, United Kingdom
Remote only
Primarily works remotely


Project length
  • ≤ 1 week
  • ≤ 1 month
  • Between 1-3 months
  • Between 3-6 months
  • ≥ 6 months
Business sector
  • Agriculture
  • Architecture & Urban Planning
  • Arts & Crafts
  • Automobile
  • Aviation & Aerospace
+46 other
Company size
  • 1 person
  • 2-10 people
  • 11 - 49 people
  • 50 - 249 people
  • 250 - 999 people
+2 other


Freelancer code of conduct signed
Read the Malt code of conduct

Verified email


  • English

    Native or bilingual

  • Polish

    Native or bilingual


Skills (20)

Gabriela in a few words

Analytics Lead with about 10 years of experience in media, tech, and financial industries. Great commercial awareness, industry, and market knowledge with the talent for communication and mentorship. Solutions-oriented and passionate about metaverse cross-channel measurement plus establishing advanced analytics and measurement standards.
Core Skills:
• Deep understanding of metaverse and Web3 media environment and analytics structures.
• Broad knowledge in new space economy industry and business models. Certified by EPFL.
• Outstanding knowledge in statistical analysis, quantitative economic analysis, econometric
modelling and forecasting.
• Intuitive foresight in identifying triggers and signal trends to the technology, media, banking,
finance, retail and FMCG markets.
• Experience in advising and working closely with senior stakeholders and board.
• Excellent relationship development and customer relationship management (CRM) skills,
including frontal and on-spot consultancy.
• Excellent writer and oral communication skills, including team management and mentorship.
• Innovative team management techniques across multicultural and hierarchically various team
• Highly experienced in software packages: MS Office (incl. Excel), SAP, SQL, R, Python,
Knime, eViews, Tableau.
• Certified by Google Analytics and Google Tag Manager.


Meta - Meta lab


Analytics Lead

London, UK

January 2020 - Today (3 years and 1 month)

Development of new cross channel media measurement framework following the needs of
Small, Medium and Large size businesses (SBG, GBG Scaled, GBG)
▪ Established, maintained and reported on newly established KPIs allowing for introduction of
global standard of continuous performance reading.
▪ Maintained and implement existing dashboards to track and manage Global Business Marketing
and Media activities
▪ Educate stakeholders and EMEA GBM (Global Business Marketing) team on implementation
and insight production based on existing dashboards.
▪ Created constant line of communication and cooperation in between regions (EMEA, APAC,
NA) and Global.
▪ Introduced semi-automation to campaign and cross-channel marketing initiatives performance
and insight reading.
▪ Worked with Digital Marketing, Media and Senior Leadership stakeholders to provide analytical
support for ongoing needs and large initiatives.
▪ Effectively communicated complex analytical concepts to non-technical stakeholders to drive
data driven decision making.
▪ Conducted insightful analysis using internal and external data (e.g. revenue, product, market,
industry) to derive insights that will drive business decisions.
▪ Established global standard of B2B Marketing Mix Modelling (MMM), altogether with
Marketing Science and Marketing Research Teams.
▪ Regional champion in cross-EMEA implementation on Claravine tagging tool.
analytics mmm customer insight insight marketing analytics media analytics measurement

Mediahub Global

Digital & IT

Senior Analytics Consultant

London, UK

May 2019 - October 2019 (5 months)

Worked with account managers to deliver multiple marketing and media insight projects
including brand sentiment prediction, brand lifting models, marketing effectiveness and
econometric modelling;
▪ Liaison in between client and media agency partner to assure data strategy consistency within
the media planning, optimisation scenario testing and media effectiveness projects;
▪ Design, cost assessment and implementation of automated dashboards including integration of
multiple data sources and API based platforms;
▪ Statistical review of existing and planned marketing campaign performance, including senior
level recommendations;
▪ Construction of predictive models with implementation of transactional, sales and revenue data
in combination with marketing-behavioural data with further use in experimental design;
▪ Modelling of personalised customer interactions and touchpoints;
▪ Design, setup and review of Conversion Rate Optimisation tests for existing mobile,
programmatic, search, display and social media channels;
▪ Data mining and analytics using multiple data sources
▪ JSON, SQL, R and Python scripting to manipulate data sources and create statistical predictive
a/b tasting experimental design mmm analytics reporting google analytics sql

GAIN Capital

Banking & Insurance

Global Customer Insight Analyst

London, UK

October 2018 - April 2019 (6 months)

Worked with senior stakeholders to deliver key insight projects such as segmentation, marketing
effectiveness, lifetime value modelling and econometric modelling;
▪ Worked closely with marketing, sales and platforms departments to develop business cases for
new commercial prepositions and promotions;
▪ Worked closely with the Business Intelligence team to ensure data integrity and reliability;
▪ Designed and developed daily, weekly and monthly dashboards;
▪ Used SQL and Python scripting to manipulate and extract data for large databases;
▪ Automated the process for importing data from multiple sources and various file formats;
▪ Linked databases information to web analytics data (sourced from Google Analytics) to create
end-to-end marketing efficiency models
insight customer insight web analytics mmm econometrics LTV


Digital & IT

Consultant & Data Analyst

London, UK

August 2014 - September 2018 (4 years and 1 month)

Implemented advanced econometric and statistical modelling techniques into analytics of key
data sets, including regression and conjoint analysis;
▪ Prepared, analysed and revised reports of marketing mix (MMM) budget optimisation and
analysis among 110 global brands;
▪ Optimised and calibrated sales and marketing budgets using advanced econometric modelling
techniques for various global markets, including countries such as Great Britain, Germany
France, Spain, Italy, Canada, China, Indonesia, Saudi Arabia and South Africa;
▪ Calibrated marketing budgets and ROIs for Finance, Retail and FMCG industry companies;
▪ Eco-system modelling, including detailed analysis of digital media channels;
▪ Evaluated and analysed financial exposure of brands and enterprises;
▪ Analysis of economic and demographical factors to implement in modelling process and
▪ Data Mining – using software packages of MS Excel, R, SQL and Tableau to extract,
manipulate and interpret Big Data sets;
▪ Collected and ensured quality of data (including currency exchange valuation, seasonality and
trends forecasting);
▪ Leader of global database team with focus on benchmarking and pitch support;
▪ Managed three side cooperation involving global media partnerships including advanced CRM
and time management techniques;
▪ Liaise with colleagues across the business to determine project objectives and data requirements
to assist with specific business questions;
▪ Project management and initial newcomer supervisory.
mmm marketing mix modelling forecasting consulting optimisation analytics

Lorna Mullins - Meta


Gabriela is an incredible professional, Analytics Lead and I'm confident she'll bring so much value to any organisation. As an analytics, measurements and data expert. I worked with Gabriela at Meta for the last 11 months and she consistently generated impressive results through her attention to detail and insightful decisions. Gabriela’s remarkable understanding of analytics and measurement have made her both a smart and responsible player in her workplace. Her passion for understanding analytics translates into tangible business value, which was easily noticeable in all the projects she undertook with my team. Gabriela would be a great addition to any organisation and I warmly recommend her for any professional opportunity in this field.

Alina Stan - Meta


Gabriela has an exceptional talent, and a rare mix of both deep analytical insights as well as brilliant marketing know-how. In our time working together she built a regional framework to effectively measure our XFN B2B marketing efforts, and helped me devise a solution to measure partner marketing efforts, which had historically been difficult to track consistently. We walked together on multiple projects, and her analytical capacity and kindness stand out when I look back on our time together. I'm delighted I had the opportunity to work with her, and I would recommend her for any job.