My story
I’ve spent the last decade obsessing over numbers that tell stories. Born and raised in Munich, I studied Information Systems at the Technical University of Munich before moving to Berlin — a city that matched my appetite for the fast-moving digital world.
My career started in 2015 at a small Berlin startup where I wore every hat imaginable. I built their first analytics infrastructure from scratch — tracking, tag management, custom dashboards — and watched data-driven decisions turn a scrappy team into a serious contender in European e-commerce.
By 2018 I’d joined Zalando as a Senior Web Analyst, leading a team of five across conversion optimization and attribution modelling. We cut customer acquisition cost by 34% in eighteen months by rethinking how we measured multi-touch campaigns. That taught me the biggest wins in analytics aren’t in the data — they’re in asking the right questions.
In 2021 I took the leap into independent consulting and launched Faqirs Digital. Today I help mid-market companies across Europe build analytics cultures that drive decisions, not just decorate dashboards.
What I do
Analytics audits
A complete assessment of your stack — tracking gaps, data-quality issues, and missed opportunities across your measurement and reporting setup.
SEO strategy
Data-driven SEO beyond keyword stuffing: technical audits, content-gap analysis, and search-intent mapping backed by real performance data.
Paid media optimization
Attribution models that reflect real customer journeys, so spend is optimized on incrementality — not last-click vanity metrics.
Dashboards & reporting
Custom dashboards and automated reporting pipelines that give stakeholders the right numbers at the right time — no spreadsheet chaos.
Career timeline
2021 — Present
Founder & Lead Analyst — Faqirs Digital
An independent analytics consultancy serving mid-market European companies across e-commerce, SaaS, and fintech in Germany, the Netherlands, and the Nordics.
2018 — 2021
Senior Web Analyst — Zalando SE, Berlin
Led a five-person analytics team on conversion optimization and multi-touch attribution. Reduced CAC by 34% through data-driven campaign restructuring and real-time dashboards monitoring €50M+ in annual ad spend.
2015 — 2018
Digital Analyst — Komoot GmbH, Berlin
First analytics hire at a fast-growing outdoor-navigation startup. Built the entire measurement stack and the first BI dashboards, scaling event tracking to 2M+ events per day.
2013 — 2015
M.Sc. Information Systems — TU Munich
Thesis on predictive user-behaviour modelling in e-commerce conversion funnels, combining machine learning with web-analytics data to predict purchase probability.