Daniel Wellman Cert
Data & Business Intelligence Analyst @Westcoast Limited
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WORK HISTORY
Data & Business Intelligence Analyst @Westcoast Limited
Operational Data Analytics & Business IntelligenceAnalysed active SKUs to uncover trends in sell-through rates, stock ageing, and lifecycle performance, enabling data-driven category planning.Designed SKU segmentation models (ABC analysis) in SQL and Power BI to prioritise high-value, fast-moving lines, improving focus and replenishment efficiency by 15%.Built and optimised data models and DAX measures supporting SKU-level and product-category analytics, improving supply-chain visibility and forecasting accuracy.Automation & Data Process OptimisationIntroduced data validation and quality checks across product and pricing data, cutting reporting discrepancies by 25%.Integrated SKU-level stock data into forecasting dashboards, improving demand accuracy and inventory planning for high-volume product lines.Established self-service analytics tools allowing category managers to filter and explore SKU performance independently.Commercial Insights & ImpactDelivered insights linking SKU profitability, rebate recovery, and pricing strategy, uncovering low-margin products and supporting pricing optimisation.Supported category managers with SKU-level promotional ROI analysis, guiding future campaign investment and vendor collaboration.Provided leadership with margin and sales-mix analysis, improving product portfolio decisions and reducing aged inventory by 12%.
EDUCATION
Loughborough University
Bachelor of Science - BS, Economics
ABOUT DANIEL WELLMAN CERT
Analytical and detail-driven Data Analyst with expertise in data automation, business intelligence, and large-scale operational analytics within the distribution and technology sector. Skilled in Power BI (DAX, data modelling), SQL, and Excel automation to optimise decision-making across sales, inventory, and vendor performance. Proven track record in transforming raw data into actionable insights that improve efficiency, profitability, and cross-departmental visibility.
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