I have long-standing experience of working in digital government and delivering successful outcomes, both in agile teams and at a strategic level. Data analysis and search have provided me with an excellent lens to understand and influence across digital businesses. I have interacted across digital disciplines; articulating the value of data for insight and performance measurement.

After working in university management and educational tourism, I was fascinated by the opportunities of the web and joined the UK Government’s Office of the e-Envoy.

At Directgov, I led on search and metadata strategy and pioneered the use of search analytics to understand user intent and to help content editors understand users’ language.

I was a founding member of the Government Digital Service, leading on the use of digital analytics to help establish the ‘mainstream’ user needs on GOV.UK.

I realised that to really make an impact, analysts needed to change the conversation and help agile teams work out ‘what good looks like’ and how the were going to measure it. I founded the performance analysis community and led the work to codify performance analysis role in the UK Government’s Digital, Data and Technology Profession Capability Framework. The performance analysis community now has members across government and across Great Britain.

Latterly, I’ve focused on leadership and wider product management roles, whilst maintaining expertise in digital analytics and findability.


  • Digital analytics and insight to inform product development and content strategy
  • Building an analysis culture: definition, raise awareness, build capability and assurance
  • Product Management
  • Digital Strategy
  • Leadership and community development
  • Findability, search and search journeys
  • Search Engine Optimisation and search analytics
  • Social media measurement
  • Business outcomes and KPIs
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