Dotty Johnson

Senior Data Analyst @CityFibre

Edinburgh, GB

Led churn diagnostics by cease by customer segmentation, tenure, and ISP delivering actionable insights for informed and tailored ISP specific retention strategies. Owned the analytical review of the company’s partnership with Uswitch, evaluating sales, cancellations, referral costs and revenue and delivered evidence-based business recommendations on commercial viability. Maximized user acquisition and conversions by leading the creation of cutting-edge Customer Journey and Funnel dashboards that provide valuable actionable business insights on audience behavior and industry trends. Improved data-driven decision-making by 60% by designing and executing a company-wide data strategy that integrated internal sources (Salesforce CRM) with external datasets, enabling accurate customer segmentation and aligning Marketing, Product, and Sales teams around shared business insights. Increased operational efficiency by saving ~2 weeks per month through end-to-end development of real-time, interactive dashboards covering competitors and market trends, pricing strategy, performance analysis, marketing KPIs, and other key metrics—delivering timely, accurate, insight-led recommendations. Boosted campaign ROI and user acquisition by 25% by leading the implementation of UTM tracking across organic and paid digital channels and improving measurement for low-attribution campaigns (TV, OOH), alongside Google Analytics enhancements and Conversion Rate Optimization (CRO) initiatives.