Leader in Data & Analytics, formerly Farfetch
Michelle has worked for over 17 years in data and analytics. She started her career in measuring advertising effectiveness with Gain Theory, which led her to build this capability in Moneysupermarket. Soon after, she got an opportunity with Expedia to grow and manage a team globally optimising the performance of search marketing, this later progressed to leading Marketing capital allocation across all channels globally.
Michelle then moved to Farfetch building, scaling and transforming teams partnering with Marketing, Customer and Product globally, from start-up through to IPO. Michelle and her team were responsible for optimizing over $250m of marketing spend and driving the strategic direction for Marketing and Product with data and insights, whilst being key players in cross-functional teams driving strategic decision-making through data analytics. Michelle has grown her team from 4 analysts to a team of 40 with expertise in Marketing tech and tracking, analytics engineering and analytics. This subsequently grew to a team of 80 after she was recognised with a role incorporating Product analytics and DS.
Michelle’s passion lies firstly in driving commercial value out of data, and secondly in transforming and building data and analytics teams and developing talent.
She was selected as one of Twenty in Data & Technology in 2018 awarded by Women in Data and The Female Lead, and has since been an ambassador driving for diversity in this field.