Alistair Allan

My career spans leading teams across diverse sectors, from fashion giants like Burberry and Topshop to innovative fintech at Square. I thrive on navigating the full spectrum of marketing, from building brand awareness to optimizing conversion rates and fostering product-led growth. Believing in the power of consistency and strategic iteration, I approach growth by identifying and optimising key points in the user journey. My toolkit includes advanced analytics with SQL and Python, allowing me to dissect complex data and build robust frameworks for sustainable growth. I'm excited to share my experiences and insights with you, let's explore how we can achieve meaningful growth together through structured learning and practical advice.

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  Growth marketing

  With over a decade in B2C and B2B growth marketing, I’ve driven performance for brands like Topshop, Burberry, Reiss, and Square. My expertise includes Paid Search, Affiliate Marketing, Paid Social, and Programmatic Display, with deep knowledge of Google and Meta platforms. I manage multi-million-pound budgets, optimizing campaigns with complex datasets to drive revenue growth. Skilled in research, forecasting, execution, and advanced analysis (statistics/python).

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  Google Ads

  15 years of experience

  I’ve managed substantial budgets for search and shopping campaigns, optimizing for profitability and lifetime value at a granular level with advanced dynamic optimization models. I also created scripts for enhanced reporting and analysis.

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  Facebook

  15 years of experience

  I have extensively used Meta advertising, fully leveraging its experimentation capabilities, targeting tools, and segmentation features. I’ve managed multi-million-pound campaigns for both prospecting and retargeting, promoting various categories and individual products. My focus has always been on delivering high ROAS and profitability through incrementality measurement.

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  Google Analytics

  12 years of experience

  I extensively used Google Analytics in many of my previous roles, primarily for data gathering. Most of the analysis was conducted using BigQuery exports via SQL. I also managed migrations to GA, rolled out new telemetry, defined nomenclature for event tracking, and debugged tracking issues.

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  Google Data Studio

  15 years of experience

  I’ve built hundreds of dashboards, maximizing all features in Looker Studio and integrating data from GA, BigQuery and Google Sheets. I extensively use custom dimensions and metrics, along with interactive filtering and drilldowns. I’ve created KPI value trees, user journey reports, and standard channel reports. My advanced skills in data representation and storytelling ensure effective and insightful dashboard builds.

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  Python

  12 years of experience

  I primarily use Python for scraping, data cleansing and analysis, combining internal data from sources like Snowflake, Marketing API's, with public datasets. I leverage scikit-learn and pycaret for rapid model building and Prophet for forecasting, typically working in Google Colab notebooks. More recently I've being using Ollama and various models for experimenting with local LLM's as well as using OpenAI API extensively. I'm just starting to explore AI agents too.