About
The Insight Lens.
Turning messy data into clean, interactive dashboards that drive smarter decisions—fast.
Mission.
With 7 years’ experience in FMCG, EPOS, and Field Sales data, The Insight Lens specialises in building scalable, visual reporting that empowers commercial, category, and field teams.
From data modelling to DAX optimisation and dashboard design, delivery is no-fluff, insight-rich solutions tailored to your business.
The Insight Lens helps your data make sense—and your teams act with confidence.
Values.
Clarity over complexity
I simplify data without oversimplfying the truth. We design to make decisions easier
Built for real use
We design solutions for how businesses actually operate.
Accountability
You work directly with me to build your solution. Clear ownership from start to finish
About me
I’m a Power BI Developer specialising in transforming complex retail and FMCG data into clear, decision-driven insight. With experience building end-to-end reporting solutions, from semantic data modelling and DAX engineering to automated dashboards and executive reporting, I focus on creating scalable, high-impact BI products.
Currently working within a fast-paced field marketing environment, I lead the design and rebuild of core reporting suites, integrating multiple data sources into structured, performance-optimised models. My approach combines technical precision with strong commercial thinking ensuring dashboards don’t just report numbers, but influence strategy.
Alongside my role, I’m building The Insight Lens, a Power BI consultancy focused on delivering clean, premium, productised analytics solutions for businesses.
