About Toni
With over 9 years of experience in digital analytics, conversion rate optimisation (CRO), and user experience (UX) strategy, I help businesses make smarter decisions through data. I’ve worked across diverse industries supporting startups and large enterprises alike in turning customer insights into measurable business outcomes.
My expertise spans the full data lifecycle—from implementing robust tracking solutions to generating actionable insights that drive revenue and enhance user satisfaction. I'm highly proficient in tools such as Google Analytics, Tag Manager, Data Studio, Looker, Power BI, and CRO platforms like Google Optimize and VWO. I’ve led A/B and multivariate testing programmes, built end-to-end reporting suites, audited analytics frameworks for compliance and accuracy, and collaborated closely with product teams to improve digital performance.
I'm passionate about combining technical analytics skills with a deep understanding of customer behaviour to streamline journeys, reduce friction, and deliver compelling user experiences that convert.
English
Native or bilingual
Romanian
Native or bilingual
Spanish
Conversational
French
Basic
Remote only
Primarily works remotely
Experience
- FreelancerFreelancerOctober 2021 - Today (4 years and 8 months)Working with a diverse range of clients across industries including CBD, home security, and cosmetics, helping them enhance customer experience and improve conversion rates and revenue.• Designing and executing A/B and multivariate tests, from hypothesis generation to implementation and post-test analysis• Supporting tracking and analytics needs, from standard pixel setups to advanced e-commerce event tracking• Building and maintaining dashboards and reports tailored to different stakeholder levels using tools like Google Data Studio, Looker, or Power BI• Conducting in-depth analysis of customer behaviour and site performance using data from multiple sources (Google Analytics, heatmaps, CRM, etc.)• Translating complex data insights into actionable recommendations to improve UX and conversion paths• Collaborating with designers and developers to implement UX/UI enhancements based on user behaviour data and best practices• Auditing existing tracking and analytics setups to ensure data accuracy, completeness, and compliance (e.g. GDPR, cookie consent)
- ContikiEcommerce AnalystTRAVEL AND TOURISMJune 2019 - October 2021 (2 years and 4 months)London, UK• Stakeholder management - working on developing a more data-led decision making process.• Owning the A/B testing function - developing, implementing, analyzing tests leading to increasing CR.• Owning all aspects of tracking and reporting.• Producing qualitative analysis (using various DXP platforms) on user behaviour to produce meaningful and actionable insights.• Conducting funnel analysis and offering recommendations to product managers and designers.• Developing a framework for personalization to remove frictions for our user base.• Supporting the marketing function with attribution insight (and more) for a better performing budget.
- Thomas Cook AirlinesSenior Web AnalystTRAVEL AND TOURISMJanuary 2016 - May 2019 (3 years and 4 months)London, UKHighly experienced analytics professional responsible for all steps of data analysis from collection, transformation and reporting.Delivering actionable insight to high key stakeholders like the Digital Marketing Manager, Head of Analytics and Group Airlines Digital Director. Sole responsible for tracking implementation and improvement across two airlines (UK and DE).
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