Chelsea Downes
Senior Product Data Analyst @Zilch
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WORK HISTORY
Senior Product Data Analyst @Zilch
Own analytics across B2B (Merchant) and B2C (Spend) domains in a high-growth FinTech, delivering commercial insights, scalable data models, and self-serve analytics used across Product, Sales, and Marketing.Key Impact:Delivered £860k/month commission uplift through affiliate tracking improvementsGenerated £60k+ incremental revenue through campaign strategy and targetingIdentified ~£4M misreported GMV, influencing executive reporting and strategyDrove +30% uplift in search-to-click and +24.5% increase in purchases through experimentationImproved data accuracy to 96% through data modelling initiativesResponsibilities:Led end-to-end analytics for campaigns (Black Friday, Euros, Christmas), from experiment design to stakeholder recommendationsBuilt DBT models for campaign and sales reporting, enabling self-serve analytics and reducing manual workloadDeveloped dashboards (Retailer 360, Affiliate Analytics, KPI tracking) used across teamsDelivered commercial insights influencing pricing, rewards, and affiliate strategyPartnered with Sales, Product, and external clients (e.g. Just Eat, Morrisons) to drive data-led decisionsMentored analysts and owned B2B merchant analytics domain
EDUCATION
UCL
Master's degree, Social Research Methods MSc
Goldsmiths, University of London
Bachelor of Arts - BA, Sociology
ABOUT CHELSEA DOWNES
I’m a Senior Product Analyst who loves turning messy, complex data into clear, meaningful stories that actually drive decisions. Over the last 15(ish) years, I’ve worked across industries from public sector to consultancy to FinTech, building a career around one core thing: using data to solve real problems — not just report on them. I’ve led end-to-end analytics across everything from customer journeys and experimentation to commercial strategy and data modelling, and I’m particularly passionate about building solutions that last — not just one-off analysis. Some of the things I’ve delivered along the way: £860k/month uplift through improving how affiliate performance is tracked £60k+ incremental revenue through smarter campaign targeting Identified ~£4M in misreported metrics that were being used at executive level Delivered experiments that drove +30% engagement and +24.5% conversion Improved data accuracy to 96% through data modelling and infrastructure improvements But more than that, I care about: Making data accessible and useful, not intimidating Helping teams move from reactive to proactive decision-making Building self-serve tools so people don’t need to rely on analysts for everything Creating a space where people feel comfortable asking questions and learning I’m known for being reliable, collaborative, and someone who genuinely cares about getting the right outcome — whether that’s working with senior stakeholders, supporting teammates, or rebuilding trust with clients. Outside of work, I am a Mum to 2 boys. I’m always open to conversations around data, analytics, and building better ways of working — across any industry.
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