Data Analyst · UK · South African roots

I build dashboards people
actually trust and use.

I build SQL, GA4 and BI reporting that turns fragmented data into clear, reliable dashboards. My focus is improving accuracy, reducing manual reporting and delivering insights that support better business decisions.

About Me My Skills Get in touch

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About

Who I am

I'm Bradlee Nicholls, a UK-based data analyst originally from South Africa, with a background spanning marketing, economics and digital analytics. I hold a BSc in Marketing & Applied Economics and an MBA in Digital Marketing, and I specialise in turning complex customer, marketing, financial and operational data into reporting that people can understand and act on.

I've built and maintained performance dashboards in Looker Studio and Power BI, worked with data across paid media, websites, CRM systems, customer journeys and financial platforms, and written production SQL in Snowflake and BigQuery. My experience also includes GA4 event analysis, Google Tag Manager, customer segmentation, journey mapping, reporting automation, data validation and investigating why figures do not reconcile across different systems.

I focus on analytics that leads to a clear business decision, not reporting for reporting's sake. That means improving tracking and data quality at the source, reducing manual reporting, uncovering what is driving performance and building dashboards that teams trust, understand and continue to use.

Quick facts

Location: United Kingdom
Roots: South Africa 🇿🇦
Education: MBA, Digital Marketing
Degree: BSc Marketing & Applied Economics
Certified: Google Analytics 4
Focus: BI · SQL · Marketing analytics

Toolkit

What I work with

A practical toolkit spanning the full reporting workflow, from raw data and modelling through to the dashboards, analysis and governance that turn it into decisions.

SQL & Data Warehousing

Production-grade queries, CTEs, data modelling and pipelines.

SnowflakeBigQuery Azure SQLMySQL

BI & Dashboards

Stakeholder-ready dashboards built for trust, speed and clarity.

Looker StudioPower BI TableauExcel

Digital, Marketing & Customer Analytics

Campaign performance, attribution, customer journeys and web analytics grounded in raw-event data.

GA4Paid Social PPCCRMUTM tracking SegmentationJourney mapping Funnel analysis

Python & Statistics

Analysis, modelling and segmentation beyond what BI tools can do.

pandasstatsmodels scikit-learn

Data Quality & Reporting Ops

Fixing messy data, reconciling mismatched numbers, automating reports.

QA checksAutomation KPI frameworks

AI & Workflow Automation

Using AI to accelerate analysis, summarise findings and speed up reporting workflows.

ChatGPTGitHub Copilot Prompt designAutomation

Portfolio

Dashboards

Illustrative rebuilds of dashboard work I've delivered across agency and analytics roles. To keep client work confidential, these are original recreations built from scratch, using fictional sectors and invented data. They show the structure, layout and thinking behind each report rather than any real deliverable.

Looker Studio

Owned Social

Owned Social Performance

Monthly owned-social reporting across Instagram, TikTok and Facebook: media views, weighted engagement rate, follower growth and AVE by platform, with top-post analysis and period-on-period trends.

Organic SocialInstagramTikTokFacebook

Illustrative rebuild · QSR sector · invented data

Looker Studio

Experiential

Experiential Campaign Analysis

Post-campaign analysis of an experiential activation: owned social, earned media coverage, UGC amplification and AVE combined into a mixed-method view of brand and engagement impact.

Campaign AnalysisEarned MediaExperiential

Illustrative rebuild · drinks sector · invented data

Looker Studio

Live Campaign

Live Campaign Dashboard

Daily-updating campaign tracker for owned, paid and earned social: views versus targets, engagement rates, sentiment analysis and audience reach, with post-level search and filtering.

Multi-channelPaid & EarnedSentimentReal-time

Illustrative rebuild · payments sector · invented data

Power BI

Paid Social

Paid Social & Brand Tracking

Paid performance reporting across Meta: spend, reach, CPM and pixel purchases with campaign and ad-level breakdowns, alongside a Brand Building Index tracking visibility, recall, intent and trust over time.

Paid SocialMetaBrand Tracking

Illustrative rebuild · sport sector · invented data

Looker Studio

Brand Ecosystem

Brand Ecosystem Dashboard

Full-funnel ecosystem view: media cost flowing through impressions, engagement and conversions, with organic-versus-paid overlays across channels and recruitment-campaign tracking.

Multi-channelPaid & OrganicFunnel

Illustrative rebuild · grocery sector · invented data

Looker Studio

Brand Health

Brand Vibrancy Platform

Interactive brand-health platform: channel vibrancy across TikTok, Instagram and Facebook, post-level performance and predictions, and a benchmarked Brand Vibrancy Score.

Brand HealthTikTokInstagram

Illustrative rebuild · travel sector · invented data

Looker Studio

Digital Report

Digital Performance Report

Cross-platform digital report: Google Ads, Meta and LinkedIn performance alongside GA4 web analytics, with user, conversion and booking-event breakdowns.

GA4Google AdsWeb Analytics

Illustrative rebuild · property sector · invented data

Experience

Where I've worked

Data Analyst, Investment Platform Analytics

interactive investor

Current

Customer journey mapping and GA4 event analysis for account and payment journeys, customer segmentation on product holdings and trading behaviour, and partner attribution tracking, all built on production SQL in Snowflake.

Data Analyst

McCann Manchester

Agency

Multi-channel client reporting and automated ETL pipelines across paid social, PPC, organic, GA4 and CRM, improved reporting accuracy by 5% and cut reporting time by up to 15%.

Cleaned, re-engineered and standardised multi-channel datasets (paid social, organic social, GA4, PPC, CRM), improving reporting accuracy by 5% through rigorous validation and structured data modelling.

Designed, automated and maintained ETL pipelines in BigQuery and Azure, cutting manual reporting time by 15% and keeping data reliable, scalable and analysis-ready.
Built automated exploratory and dynamic dashboards consolidating multi-channel performance, helping clients spot trends faster and decide with clearer context, reducing reporting time a further 5%.
Applied Python for statistical modelling, forecasting and anomaly detection, strengthening predictive confidence and giving clients early visibility of performance movements.
Delivered HYVE and brand-vibrancy analysis, translating complex brand-health signals into direct strategic recommendations.
Conducted competitor and market research to identify shifts in behaviour, channel dynamics and category pressures influencing client strategy.
Partnered closely with internal teams and clients to refine reporting requirements, streamline data workflows and convert insights into commercially actionable recommendations.

Market Research Analyst

Milestone Financial Solutions

Financial services

Market assessment and financial analysis with Morningstar, SQL and Tableau, built a client-tiering system that grew new business by 15%.

Conducted comprehensive market assessments and detailed financial analyses using advanced tools such as Morningstar, providing actionable insights to support business strategy.

Managed and analysed large quantitative and qualitative datasets on potential clients, using SQL to extract insights and identify emerging trends that informed key strategic decisions.
Leveraged Tableau for data visualisation, turning complex datasets into clear, actionable reports that facilitated data-driven decision-making.
Implemented streamlined business-development systems, notably a client-tiering structure, increasing new business by 15%.
Developed and executed geographically targeted marketing campaigns, using innovative strategies to attract new clients and expand market reach.
Managed SEO, GA4 and WordPress to enhance online visibility, track user behaviour and ensure the effectiveness of digital marketing efforts.

Marketing Analyst

University of Mary Washington

Higher education

Data-led marketing operations and social KPI dashboards across Instagram, Facebook, TikTok and Twitter, lifted student engagement 12% and event attendance 30%.

Managed and optimised day-to-day marketing operations, ensuring reliable data capture, clean reporting pipelines and smooth delivery of departmental activity across multiple channels.

Designed and evaluated data-led marketing campaigns using SQL-based analysis and dashboard reporting, driving a 12% increase in student engagement and a 10% uplift in fitness-class attendance through insight-led optimisation.
Built and maintained performance dashboards tracking social and campaign KPIs across Instagram, Facebook, TikTok and Twitter, reducing manual reporting time by 15% and improving reporting consistency and accuracy by 6%.
Used SQL to query participation, engagement and sales datasets, identifying behavioural patterns and performance gaps; translated insights into targeted initiatives that increased on-campus event attendance by 30%.
Improved reporting accuracy by standardising metrics, validating data sources and automating recurring reports, enabling faster decisions and clearer performance visibility for stakeholders.
Collaborated cross-functionally with marketing and operational teams to align reporting outputs with institutional goals, ensuring insights were actionable and directly informed programme and engagement strategy.

Digital Media Analyst

Human Heart Apparel

Apparel / D2C

Social performance analysis across Instagram, TikTok and Snapchat, cut recurring reporting from 2 days to 30 minutes and drove engagement up 7%.

Analysed social media performance across Instagram, TikTok and Snapchat using engagement, reach, impression and audience-interaction metrics to identify content trends and optimisation opportunities.

Used Instagram insights to assess how content performance was influenced by timing, format, creative style and audience behaviour, supporting more data-led posting decisions.
Reduced reporting time from 2 days to 30 minutes by streamlining recurring reporting in Power BI and Looker Studio, creating clearer templates that made campaign performance easier to analyse and share.
Supported data-led campaign optimisation by reviewing KPIs, assessing creative performance and highlighting opportunities to improve reach, engagement and brand awareness, driving engagement up by 7%.

Contact

Let's talk data

Whether it's a dashboard that needs building, numbers that don't match, or data that should be driving decisions but isn't. Get in touch.

Email me directly LinkedIn

I build dashboards peopleactually trust and use.

Who I am

Quick facts

What I work with

SQL & Data Warehousing

BI & Dashboards

Digital, Marketing & Customer Analytics

Python & Statistics

Data Quality & Reporting Ops

AI & Workflow Automation

Dashboards

Owned Social Performance

Experiential Campaign Analysis

Live Campaign Dashboard

Paid Social & Brand Tracking

Brand Ecosystem Dashboard

Brand Vibrancy Platform

Digital Performance Report

Where I've worked

Let's talk data

I build dashboards people
actually trust and use.