I'm Roxana, a marketing data analyst based in London. For the past few years I've been working in the legal sector, mostly building dashboards in Power BI, setting up GA4 tracking, and helping different departments across the firm understand what their marketing is actually doing. I enjoy the process of digging into the data, spotting something interesting, and turning it into something useful for the people who need it.
// toolstack
This is what I actually work with. Some of it I picked up on the job, some I taught myself because no one else in the team had the time to learn it.
This is usually where my day starts. I set up event tracking, build conversion funnels, and pull the engagement and attribution data that other teams need for their reporting.
I build interactive dashboards and connect them to SharePoint so leadership can check marketing performance themselves without waiting for a report from me.
Keyword tracking, crawl analysis, on-page audits. A lot of my SEO work involves figuring out why certain pages rank well and others don't, then working with the content team to fix it.
I build email campaigns, set up audience segments, run A/B tests, and track how they perform afterwards. Open rates, click-throughs, which content actually gets read.
Interaction CRM and PitchPoint mostly. I handle contact data exports, imports, and segmentation when the BD team needs clean lists for their campaigns or events.
I've managed up to six websites at the same time, including a full CMS migration. I'm comfortable building pages in HTML and CSS and dealing with hosting and server issues when they come up.
Photoshop, Illustrator, Premiere Pro, InDesign. I'm not a designer by training but I've picked up enough to produce marketing materials and video content when needed.
Regular performance reports, campaign reviews, ROI analysis. I like the part where you compare what was planned against what actually happened and figure out what to do differently next time.
// experience
I started out building websites and managing content, and gradually moved into analytics and data as I realised that was the part of the job I kept gravitating towards.
2022 — present
Current
LegalMishcon de Reya · London
This is where I got to bring the analytics and the web experience together. I work across several departments, each with their own goals, and most of my time goes into making sure they have the right data in front of them when they need to make a decision. I build the dashboards, pull the reports, and sometimes just answer the question someone walks over to ask me.
Built Power BI and SharePoint dashboards for firm-wide marketing reporting
Tracked campaign performance end-to-end through GA4 and HubSpot
Supported SEO analytics and organic growth strategy for mishcon.com
Configured PitchPoint data imports and workflow templates
Managed CRM contact exports and audience segmentation for BD campaigns
2021 — 2022
LegalRussell-Cooke Solicitors · London
This was my first role where I was the main person responsible for the firm's website and digital marketing. I got used to starting my mornings in Google Analytics and planning the rest of the week around the content calendar. I also worked closely with external developers and agencies to improve the site.
Analysed website performance in Google Analytics to inform marketing decisions
Coordinated with external developers on SEO improvements and site functionality
Built and tracked email campaigns in Dotdigital
Managed digital content calendar and daily website operations
Produced and promoted podcast and video content
2019 — 2021
LegalGeldards LLP · Cardiff
I looked after six websites here, built pages in HTML and CSS, and managed a full CMS and server migration. It was a smaller team so I ended up covering a lot of ground, from hosting issues to design work to analytics reporting. I learned to figure things out quickly because there usually wasn't anyone else to hand it off to.
Maintained the firm's primary website plus 5 additional sites
Built new pages and sections with HTML and CSS
Led CMS and server migration as Project Manager
Reported on performance via Google Analytics and Search Console
Managed hosting, server health, and multi-site uptime
2018 — 2020
TechDatris Limited · Caerphilly — Tech Startup
Datris was a data analytics startup, so it was a very different environment from the law firms. I was involved in everything from marketing strategy to beta testing the product itself. It gave me a good understanding of how software gets built and shipped, and how to track whether your marketing is actually contributing to sales.
Developed marketing programmes that measurably increased exposure and sales
Tracked campaign ROI and prepared performance reports for management
Supported beta testing and launch of data analytics software products
Managed social media and produced video content
// about
I'm originally from Romania and I've been living in the UK since 2012. I studied in Cardiff, worked in Wales for a few years, and eventually moved to London. My career started in web management and content, but over time I found myself spending more and more time in the analytics side of things, and that's where I've stayed.
What I enjoy most about my work is finding patterns in the data that aren't obvious at first. Sometimes it's noticing that one practice area page has an engagement rate that's way above the rest and trying to understand why. Other times it's looking at a campaign that underperformed and working out what went wrong. I find the investigative part of it genuinely interesting.
In law firms specifically, I've learned that different people need different things from the same data. A partner wants a quick answer, the BD team needs a segmented list, the marketing lead wants a dashboard they can check themselves. A big part of my job is understanding what each person actually needs and presenting it in a way that's useful to them rather than just sending everyone the same report.
I like digging into GA4 data and finding the thing that explains why the numbers look the way they do. The interesting part is always the why, not just the what.
In most of my roles I've ended up covering design, development, and analytics because the team was small and things needed to get done. I've gotten used to picking up new tools quickly.
I work with partners, marketing teams, BD, and external agencies. I've learned how to explain data to people who don't think about data all day, which is most of the people I work with.
Native Romanian, fluent English. Moving between two languages and two cultures from a young age probably helped me get comfortable working across different teams and contexts.
// credentials
2013 — 2015
University of South Wales, Cardiff
2012
Henri Coandă, Craiova, Romania
Certifications
Google Ads Certified · Nominet Digital Neighbourhood
// contact
The best way to reach me is on LinkedIn. Happy to connect, answer questions, or just have a conversation about analytics and marketing in the legal sector.
LinkedIn →