I'm based in Zurich and have worked across Milan, London and Dubai. For more than a decade I've led digital analytics, tag management and experimentation in fast-moving companies: TikTok, Vodafone, Alshaya and lastminute.com among them.
I combine strategy with hands-on delivery: measurement frameworks, governed GTM and Tealium containers, GA4 and Adobe Analytics roll-outs. These days I put the same rigour into building AI products at Russo Technologies, starting with AskVio.
I studied Computer Science and Engineering at Politecnico di Milano. I also write science fiction as Lewis Russell: Il Dominio del Cielo: Clotho (Linee Infinite, 2019) opens the Mitos saga, and the second volume is in progress.
- Based in
- Zurich. Previously Dubai, London and Milan.
- Education
- BSc and MSc, Computer Science and Engineering, Politecnico di Milano
- Tools
- GTM, GA4, Adobe Analytics, Tealium, Adobe Target, BigQuery, Power BI
Career
Nov 2024 - Jun 2026
Zurich
Data Collection Lead at Sunrise
- Led a 5-person delivery team implementing agile GTM tracking and resolving 20+ data quality issues.
- Optimised OneTrust consent management to meet Swiss compliance while preserving UX.
- Partnered with data engineering and digital sales on BigQuery integrations and real-time reporting.
Aug 2023 - Oct 2024
Dubai
Senior Measurement Partner at TikTok
- Directed 20+ Brand Lift and Brandformance studies across full-funnel measurement.
- Supported 10+ enterprise clients with creative effectiveness analysis and meta studies.
- Managed data science partners to deliver 5V creative diagnostics and sales enablement.
Feb 2021 - Jul 2023
Dubai
Senior Manager Online Analytics, Loyalty & Retail at Alshaya Group
- Launched the AURA loyalty program from 0 to 7M+ users with 50+ segmentation use cases.
- Defined 60+ analytics requirements and led implementations across external dev teams.
- Built 28+ Algonomy and Power BI dashboards and reported digital performance to C-level leaders.
Jul 2018 - Jan 2021
London & Milan
Digital Analytics Manager, Senior Consultant at Vodafone UK / Group
- Scaled Tealium IQ governance and Adobe Analytics/Target implementations across 21 markets.
- Integrated Adobe and Tealium SDKs into Vodafone apps with 100+ data layer variables.
- Rolled out OneTrust consent management and 20+ Medallia NPS survey programs.
Dec 2016 - Jul 2018
Chiasso
Web Analyst / JS Developer (BI Area) at lastminute.com
- Implemented analytics pixels for 8 brands across 27 markets and built GTM/GA utilities.
- Created BigQuery analysis and R alerting frameworks to improve data reliability.
- Owned data governance tool evaluation and represented the core Web Analytics team.
How I work
Strategy and governance
I design measurement plans, taxonomies and governance that keep tracking reliable as products scale.
Hands-on implementation
I deploy GTM and Tealium setups, server-side tagging and analytics migrations myself, without hand-offs.
Product shipping
I build AI-first tools (RAG assistants, copilots, data products) and measure them like any other product.
Building something, or hiring for analytics?
I reply within two business days.