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I'm a Senior Analytics & MarTech Strategist who helps organizations turn data into strategic advantage through analytics transformation, customer experience optimization, and stakeholder alignment. I specialise in GA4, CRO, tagging architecture, experimentation, and performance reporting, with a deep understanding of behavioural data and technical integration. I simplify complexity, guide business teams to better decisions, and turn insights into action. I'm naturally curious (and a bit of a data nerd) and I often flag usability issues I encounter—like inconsistent pricing or broken checkout flows—because I genuinely care about making digital experiences better, even outside of work.…I'm a Senior Analytics & MarTech Strategist who helps organizations turn data into strategic advantage through analytics transformation, customer experience optimization, and stakeholder alignment. I specialise in GA4, CRO, tagging architecture, experimentation, and performance reporting, with a deep understanding of behavioural data and technical integration. I simplify complexity, guide business teams to better decisions, and turn insights into action. I'm naturally curious (and a bit of a data nerd) and I often flag usability issues I encounter—like inconsistent pricing or broken checkout flows—because I genuinely care about making digital experiences better, even outside of work.

Wiebke Andersen

Data Analyst, Marketing Strategist, Marketing Analyst, +4

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I'm a Senior Analytics & MarTech Strategist who helps organizations turn data into strategic advantage through analytics transformation, customer experience optimization, and stakeholder alignment. I specialise in GA4, CRO, tagging architecture, experimentation, and performance reporting, with a deep understanding of behavioural data and technical integration. I simplify complexity, guide business teams to better decisions, and turn insights into action. I'm naturally curious (and a bit of a data nerd) and I often flag usability issues I encounter—like inconsistent pricing or broken checkout flows—because I genuinely care about making digital experiences better, even outside of work.…I'm a Senior Analytics & MarTech Strategist who helps organizations turn data into strategic advantage through analytics transformation, customer experience optimization, and stakeholder alignment. I specialise in GA4, CRO, tagging architecture, experimentation, and performance reporting, with a deep understanding of behavioural data and technical integration. I simplify complexity, guide business teams to better decisions, and turn insights into action. I'm naturally curious (and a bit of a data nerd) and I often flag usability issues I encounter—like inconsistent pricing or broken checkout flows—because I genuinely care about making digital experiences better, even outside of work.

Available to hire

I’m a Senior Analytics & MarTech Strategist who helps organizations turn data into strategic advantage through analytics transformation, customer experience optimization, and stakeholder alignment. I specialise in GA4, CRO, tagging architecture, experimentation, and performance reporting, with a deep understanding of behavioural data and technical integration. I simplify complexity, guide business teams to better decisions, and turn insights into action.

I’m naturally curious (and a bit of a data nerd) and I often flag usability issues I encounter—like inconsistent pricing or broken checkout flows—because I genuinely care about making digital experiences better, even outside of work.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

German

Fluent

English

Fluent

Italian

Intermediate

French

Intermediate

Danish

Beginner

Spanish; Castilian

Beginner

Work Experience

Martech Lead | Marketing Analytics Manager at Les Mills International

January 1, 2021 - January 1, 2024

Led global GA4 migration on time and within budget; built the business case, secured funding, and coordinated 40+ stakeholders across 12 digital platforms. Presented analytics initiatives to SLT, introduced journey analytics and experimentation, and onboarded a strategic analytics partner. Created tagging audits and governance to support compliance and measurement. Achieved $300K in media savings through fraud detection and tagging improvements; supported licensing agreements with Google and onboarding. Mentored a junior analyst and drove knowledge transfer to the team.

Digital Analytics Lead | Senior Insights Analyst at The New Zealand Automobile Association

July 1, 2018 - October 1, 2021

Developed and standardised a digital analytics and MarTech roadmap; scaled Google Analytics 360 across 10+ divisions; led migration and governance. Advised on site redesign and customer journey mapping; established CRO and SEO capabilities; introduced A/B testing and self-serve data culture. Trained staff and secured CapEx for product and booking redesign; built trusted relationships with Marketing, Engineering, Product, Legal, and SLT.

Digital Analytics Manager | Digital Marketing & Content Producer at Foodstuffs New Zealand

January 1, 2017 - January 1, 2018

Implemented measurement frameworks, campaign tracking, and audience segmentation to optimise marketing effectiveness. Led dashboards and reporting enhancements; improved content strategy and marketing automation; drove process improvements and automation across marketing operations to increase efficiency.

Events & Engagement Manager at Spark New Zealand

January 1, 2016 - January 1, 2017

Led customer engagement initiatives across mobi sites, EDMs, SMS campaigns, and RFID tracking to enhance lead generation and personalization. Delivered field days activation, exceeding targets and contributing to revenue growth; led a 13-member cross-functional team to deliver innovative exhibition stands and engagement strategies. Managed brand and collateral development with agencies and internal teams.

Event & Conference Coordinator at The University of Auckland

January 1, 2015 - January 1, 2015

Coordinated university events and conferences, ensuring alignment with organizational goals and stakeholder needs (talent, logistics, and program management).

Account Manager | Project Coordinator & Assistant at MCI Zurich

January 1, 2012 - January 1, 2014

Managed client accounts, coordinated projects, and supported event production and logistics for international clients.

Online Marketing Specialist at General Insurance

January 1, 2011 - January 1, 2011

Supported online marketing initiatives, campaigns, and performance tracking to drive digital reach and engagement.