Owned end-to-end measurement architecture and GA4/GTM instrumentation across SaaS, FinTech, and subscription platforms. Led CRO using Zoho PageSense A/B tests, engineered front-end test variants for sign-up flow optimization, and analyzed behavioral metrics to identify conversion friction points. Audited reconciliation between Zoho PageSense and GA4, validated DDA accuracy using BigQuery SQL over raw event export, and built a secondary Mixpanel JQL validation layer to reduce primary GA4 downtime risk. Implemented server-side tracking with GTM Server-Side, Stape.io, and Meta CAPI to prevent signal loss, optimized Cookiebot Consent Mode v2 for privacy compliance (POPIA), and automated daily signup reporting with Python visualizations published to SharePoint.

E-Commerce Lead / Specialist at Rooster eCommerce Consulting

November 1, 2021 - October 31, 2024

Managed full-scope digital platform architectures including server configuration, DNS records, and payment gateway infrastructure across Shopify and WordPress. Planned and executed site migrations with data continuity and zero downtime for theme and domain changes. Performed technical analytics audits using GA4, Hotjar, and platform-native datasets.

Web Administrator / Retail Associate at Rightland

March 1, 2020 - October 31, 2021

Deployed web hosting administration, server environments, and email infrastructure during onboarding. Maintained e-commerce inventory structures and implemented custom frontend adjustments to support digital merchandising layouts.