Byron joined Merkle as the Data & Analytics director for the MENA region in 2020, responsible for leading the data strategy that supports the company’s rapid growth across the region by helping clients map their journey towards data maturity & conversion rate optimisation.
Responsible for all elements of Merkle’s MENA’s digital analytics strategy, Byron oversees all client and prospect relationships from a data standpoint across the MENA market with an emphasis on data quality and architecture that feeds into the performance of all channels. This includes the development of client data maturity frameworks, setup & configuration across a range of platforms, data visualization, data centralization & end to end Google Marketing Platform support. Byron’s department is also leading the Conversion Rate Optimisation offering in the region, driving clients focus data led decisions on user experience and continued optimisation.
Leveraging data platform partnerships in the region, the Data & Analytics team deliver ROI led projects and support the Data Science capability in house with ensuring clean & accurate data architecture across all platforms.
Byron joined Merkle after three years at previous agencies in Dubai and specializes across Ecommerce, Finance, Travel & Automotive . Byron brings a broad background with experience gained across APAC, US & MENA