Senior Marketing Data Analyst · London

Hi, I'm Wale Shekoni.

I'm a marketing and growth data analyst. I find the customer behaviour that predicts value, design the experiments that test it, and measure what actually changed. For the past two years I've done that at Moniepoint, a fintech unicorn serving more than 20 million personal banking customers.

8+ yearsworking with banking and fintech data
50M+transactions a day (about £600m) on the platform I analyse
20M+personal banking customers in scope
12interactive case studies in my portfolio

About me

I started as an electrical and electronics engineer. My first data job was inside a microfinance bank's core-banking system. There I learned how financial data is actually created, migrated and audited, long before anyone turns it into a dashboard. That habit of checking where a number comes from has stayed with me.

From there I moved into data science: streaming pipelines at a media company, then machine-learning models for customer retention and fraud back in banking. I came to the UK for an MSc in Data Science at the University of Sussex on an AI and Data Science conversion scholarship, and graduated with a Distinction. I also worked as a research assistant, modelling climate risk to power networks.

At Moniepoint I work in Growth & Analytics. My research into what new customers do in their first weeks shaped a rebuilt onboarding journey, after which monthly active users grew 8–9% a month, up from 2–4%. I've forecast a year of transaction volume to within 1%, measured whether campaigns really worked, piloted early-warning scores for top business customers, and built the pipelines that analysis runs on.

I care about metric correctness more than speed. I'm comfortable telling a room that the data doesn't support the conclusion they hoped for, and then proposing the test that would settle it.

Career snapshot

2024 – Present
Senior Marketing Data Analyst
Moniepoint · London
Jul – Aug 2025
Freelance Data Consultant
IFS Insights
2022 – 2023
MSc Data Science & Research Assistant
University of Sussex
2021 – 2022
Data Scientist
NPF Microfinance Bank · Veegil Media
2017 – 2020
Data Analyst & Systems Support
NPF Microfinance Bank

Full resume →

What I do

Growth & customer analytics

Who becomes valuable, who drifts away, and why.

  • Cohort, retention & LTV
  • Activation funnels & personas
  • Customer-health and churn scoring
  • NPS and survey analysis

Experiments & measurement

Proving what actually caused a change.

  • Multi-arm experiment design
  • Incentive and cashback design
  • Campaign incrementality (CausalImpact)
  • Forecasting with Prophet

Data foundations

The tables and pipelines everything else depends on.

  • SQL at scale (ClickHouse)
  • Python (pandas, scikit-learn)
  • Airflow pipelines & backfills
  • Geospatial joins & mapping

Featured work

See all case studies →

Contact

I'm open to Data Analyst, Senior Data Analyst and Senior Marketing Data Analyst roles in the UK. The quickest way to reach me is email.