Craig Jones
Senior Data Analyst @dentsu
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WORK HISTORY
Senior Data Analyst @dentsu
London, GB
I design and deliver scalable analytics and reporting systems that transform complex, high-volume datasets into structured, decision-ready insight.Working within a global advertising environment, I operate across data engineering, BI development and applied AI, building production-grade workflows that support commercial performance, content strategy and stakeholder reporting.Key responsibilities and achievements:• Designed and maintained end-to-end analytical pipelines, from data ingestion and SQL transformation through to governed dashboard delivery• Built and optimised analysis-ready datasets in BigQuery, supporting consistent KPI frameworks across media and commercial reporting• Developed Power BI dashboards and reporting environments to improve self-serve access and reduce reliance on manual insight workflows• Led the development of LLM-assisted classification and theme extraction workflows to structure large-scale unstructured datasets for reporting use• Standardised performance metrics and validation processes to improve data reliability and stakeholder trust• Partnered closely with strategy, product and commercial teams to translate ambiguous business objectives into measurable reporting frameworks• Automated recurring reporting outputs, improving turnaround time and operational efficiencyCore tools: SQL (BigQuery), Python (pandas), APIs, Power BI, Google Cloud Platform, LLM APIs.
EDUCATION
University of Leeds
Bachelors, Sociology
ABOUT CRAIG JONES
I design and build scalable data and AI-powered insight systems that transform large-scale, unstructured digital data into structured, decision-ready intelligence.My work sits at the intersection of analytics engineering, commercial reporting, and applied AI. I specialise in building end-to-end analytical pipelines, from raw data ingestion and transformation through to automated insight generation, governed reporting layers, and stakeholder-facing dashboards.Across global advertising and media environments, I have led the transition from manual, fragmented research workflows to repeatable, production-ready analytics systems. These include LLM-driven insight extraction, trend detection frameworks, SQL-based data modelling, and self-serve BI environments designed to improve clarity, reliability, and commercial impact.I am particularly interested in how modern analytics practices, including retrieval-augmented generation, vector search, and automated classification, can integrate with structured reporting frameworks to support sustainable, high-trust decision-making.Core areas of expertise:• BI dashboard ownership and reporting lifecycle design• SQL and data transformation for analysis-ready datasets• Applied NLP and LLM orchestration for structured insight generation• Retrieval-Augmented Generation (RAG) and vector database integration• Data governance, validation, and workflow automation• Commercial and advertising analytics in media environments• GCP-based analytics engineering (BigQuery, Docker, Cloud Storage)I currently work within a global advertising group, partnering with strategy, research, and commercial teams to embed scalable analytics systems into client work and internal decision processes.GCP Certified Machine Learning EngineerFluent in Python, SQL, LLM APIs, LangChain, BigQuery, Docker, Streamlit, Power BI, pandas, and cloud data platforms.
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