Rami Al-Fahham

Led a BI & Analytics Engineering team of 6 — hiring, mentorship, and road-map. Established the team as the central data partner for Finance, Marketing, Sales, HR, and IT. Delivered: Salesforce-to-ERP traceability catching missing transactions before accounting, customer segmentation for upsell/cross-sell targeting, and an automated fraud detection pipeline. Introduced a unified KPI framework (dbt metric layer) and forecasting models for capacity planning.

Contributed to migrating from SQL Server to Snowflake, introducing dbt with version control, testing, and documentation — replacing unmaintained queries with a reliable data foundation. Replaced manual Excel-based energy data with production-ready Snowflake datasets, eliminating erroneous billing. Ran the Analytics Excellence Guild, driving data visualisation standards, a BI onboarding programme, and a company-wide data maturity assessment.

Sales Reporting: Built the Sales Reporting landscape in Tableau, replacing limited Salesforce reports and manual Excel pulls with dashboards that made daily and weekly sales steering possible for the first time.

Owned the full analytical scope across Marketing, Product, Finance, and Sales — from statistical modelling to A/B testing. Built CLTV models driving media spend allocation, time series forecasts for supply-demand imbalances, and credit risk scores for upsell and churn identification. Applied econometric models to measure TV campaign impact and developed ROAS reporting at campaign and geographic level.

UX & Behavioral Insights: Led user behavior analysis to identify conversion opportunities across complex product funnels. Presented testing results and behavioral trends to company-wide stakeholders to drive evidence-based product decisions.

Web Analytics & Forecasting: Defined web tracking and designed A/B tests to improve the booking process. Leveraged time-series econometrics for website traffic forecasting and marketing budget analysis.

Cross-functional BI Role: Acted as a central analytics partner for Marketing, Product, Finance/Controlling, and Customer Service. Supported business planning through econometric revenue forecasting and subscription pricing analysis.

Research: Efficiency and Productivity Measurement in German Universities Teaching: Macroeconomic Theory, Education Economics