// About / longer version
Curiosity, systems, and the route into analytics.
I came to analytics through curiosity about people: what they do, what the surrounding system asks of them, and where the official story misses the behaviour that is actually happening. This page is the longer version: origin, method, stack, credentials, and how the work has developed across roles.
Origin
Curiosity came first. Measurement came later.
I have always found people interesting: the gap between what they say, what they do, and what the systems around them make easier or harder. Some of that comes from family stories. My grandmother worked with the World Bank and talked about finding the workable middle between a goal behaviour and a community's existing pattern, as well as the short-sightedness of trying to force adoption from the outside.
The line I still carry from her is simpler: boredom is usually a failure to keep thinking. That has shaped the way I work. I am at my best when there is a new pattern to understand, a contradiction to sit with, or a system whose behaviour does not yet make sense.
Early analytics
Too many questions became an instrumentation practice.
In my first post-college company, there was not a dedicated person focused on internal data. I had too many questions for the answers available, so I started with A/B testing. Then the tests created better questions than the tools could answer, so I began instrumenting Google Analytics with JavaScript.
That is still the pattern: the question outruns the current measurement layer, and the measurement layer has to become more explicit, more useful, and more honest about what it can and cannot see.
Designory / UX
Do not tear out a fence before you know why it is there.
Moving into a web analyst role at Designory gave me the pure analytics discipline and the mentorship that changed how I work. A lesson that stayed with me was patience before intervention: do not tear out a fence before you understand why it was built.
Designory also deepened my UX practice. I learned to treat behaviour as something shaped by the surrounding system: incentives, language, friction, defaults, confidence, and constraints. If you want behaviour to change, you have to understand and design the space around it.
Analytics architecture
From insight to infrastructure.
I brought that UX and systems lens to Stanley Steemer, where I helped create a new era for the marketing and data teams: better instrumentation, stronger BI foundations, experimentation as a leadership habit, and a measurement practice that connected customer behaviour to business decisions.
That path now runs through my work as an Analytics Architect at Telus Digital: data models, tracking instrumentation, KPI frameworks, dashboards, and the experimentation culture that makes any of it useful across enterprise clients in consumer electronics, B2B SaaS, e-commerce, and travel. The career is a mix: Micro Center and Stanley Steemer were in-house roles; everything else has been agency or freelance.
Methodology
Sense-Making sits beside the instrumentation, not behind it.
My usability research practice is built on Sense-Making Methodology paired with task-based testing, think-aloud protocols, heuristic evaluation, SUS, and task-success metrics. The qualitative side of the work is not an afterthought to the quantitative side.
That practice runs through focus group facilitation at Planned Parenthood, UX question design at Designory/TBWA, and user testing at Stanley Steemer.
Operating context
High-stakes settings make signal visible.
I have worked under HIPAA on protected data and alongside enterprise consent and privacy regimes including OneTrust and TrustArc. Compliance and consent design sit inside the instrumentation work, not as an after-the-fact bolt-on.
On the people side, I managed two designers at Micro Center during the CRM migration and have mentored junior analysts informally across several engagements. That is real but scoped people-management experience; team leadership at scale is the next thing to grow into, not something I overclaim.
Analytics platforms
GA4 / Adobe / Amplitude
GA4, Adobe Analytics, Amplitude, Segment CDP, GTM client- and server-side, Adobe Launch / AEP Tags.
Data engineering
Warehouses and pipelines
BigQuery, GCP, Snowflake, Databricks, SQL, dbt, Dataform, Python, and API integrations.
BI
Decision surfaces
Looker Studio, Tableau, Power BI, SSRS, Confluence knowledge bases, and handoff documentation.
Methods
Experimentation and discovery
A/B testing, attribution, cohorts, retention, funnel analysis, audience segmentation, and Sense-Making.
UX research
Qualitative practice
Task-based testing, think-aloud protocols, heuristic evaluation, SUS, task-success, observational research, and neutral questioning.
Privacy + AI
Consent and AI workflows
OneTrust, TrustArc, Bloomreach, Braze REST API, Oracle Responsys, Claude / Anthropic API, and Vertex AI prompt design.
Amplitude
11 credentials
Both Expert tracks: Analysis and Data Management. Three Specialist, three Practitioner, and three Foundations credentials.
Analytics + engineering
dbt / Databricks / Adobe
dbt Fundamentals, Databricks Fundamentals, Adobe Analytics Business Practitioner, Conversion Optimisation, Google Analytics.
AI + cloud
Prompt, architecture, and AI tool stack
Prompt Design in Vertex AI, Data Mesh Architecture, Bloomreach Engagement, and Anthropic AI credentials (Claude API, MCP, agents). Full list on the credentials page.
Research
Sense-Making Methodology
Dervin Sense-Making Methodology training through Ohio State, plus Decision Science Fundamentals.
Education
MSc Data Analytics
Western Governors University, 2023. UC Irvine Data Science Certificate, 2018. BA Strategic Communications, Ohio State, 2011.
Practical signal
Case-backed, not badge-only
Credentials point back to shipped work: AI triage, BigQuery cost engineering, UX telemetry, CDP migration, and adoption handoff.
TELUS Digital Insights · April 2025
Advancing the maturity of your data pipeline from events to sessions to users
The case for moving past volume-based event metrics to user-level identity resolution. Covers the three-stage maturity progression, why session-level views miss high-value segment behaviour, and how ESP, CDP, and CRM unification — anchored by a persistent GUID — unlocks true acquisition cost and lifetime value.
Frederic's abilities with analytics are so good, they seem like dark magic. The insights he extracts from data are fantastic, the testing and business strategies he devises are best-in-class, and he could present complex findings to a 3-year-old.
Karim Merchant / Principal Product Designer, Dell
He helps me with data issues I didn't even know I had. He is especially quick to link marketing with IT and all of the data in between.
Elizabeth Schilling / Data & Digital Strategy, Geben Communications / former colleague at Stanley Steemer
Availability
Currently full-time at Telus Digital.Standard notice applies. Amsterdam-based, EU work-authorised, no visa sponsorship required.