Project 2
Multi-Brand Marketing Insights
Tools Used
GA4
Windsor.ai
Google Ads
Meta Ads
Pinterest Ads
Power My Analytics
Power BI
Overview
A centralised marketing dashboard pulling live ad and analytics data from Google Ads, Meta, Pinterest, and GA4 across all company brands, aggregated through Windsor.ai and built out in Power BI.
What it does
Breaks down campaign performance by country and brand, with custom rules tables that group campaigns by fireplace fuel type — making it easy to monitor and compare the effectiveness of each fuel type's advertising over time. Provided marketing leadership with a clear, ongoing view of brand strategy performance, and fed country based interest data back to the sales team to identify which product categories were gaining traction in each market.
The Build
A recurring frustration in my role was the amount of time spent digging through fragmented data trying to answer questions I knew we should be able to answer quickly. We had all the pieces — they just weren't structured in a way that made them useful.
For the first three years in my role I built close to 100 Looker Studio dashboards, ranging from single campaign reports to multi-website traffic tools, using Power My Analytics to aggregate data from Meta, Google, and Pinterest. It worked, but it had clear limitations — reports were slow, filtering would cause freezes, metrics were inconsistent across platforms, and meaningful data transformation wasn't possible. As the business expanded its category focus across new products and markets, we reached a point where we had over 300 active campaigns running simultaneously. The existing setup simply couldn't answer the questions we needed to ask.
I decided to rebuild our reporting structure from the ground up with simplicity as the core objective.
A redacted snap shot of the top of the new Marketing Report
Step 1 — New data infrastructure I replaced Power My Analytics with Windsor.ai, connecting our ad platform accounts and building datasets that pulled only what was needed. Windsor generates a custom export URL per dataset which I connected to Power BI as a web connector, giving me live, clean data flowing directly into the report without manual exports.
Step 2 — Data structure and aggregation rules With the data live in Power BI, I built brand and country reference tables to standardise account naming across platforms, and created aggregation rule tables that assigned campaigns into clear fuel type and category groupings the wider team could understand. These rules tables are linked to a Google Sheet, making them easy to update as campaigns change. This was the most time-intensive step — it required collaboration with the team to align on naming conventions — but it established the foundation that made everything else possible.
Step 3 — Dashboard build With clean, structured data in place, I turned to building the report itself. Using our brand guidelines, I worked with Claude to generate a Power BI JSON theme file and an HTML draft layout I could use as a reference. What would have taken several days of design iteration took a single afternoon, resulting in six purpose-built report pages each serving a different stakeholder need.
The finished dashboard refreshes automatically each morning and gave the team a single source of truth across all brands, countries, and platforms for the first time.
One of our old Looker Studio reports that got replaced
Report pages
Executive Summary — A monthly view designed for senior management reporting, surfacing top-level performance across all brands in a single snapshot.
Brand & Country Ad Breakdown — A year-to-date view of each brand's advertising performance broken down by country, enabling cross-market comparison.
Category Type Ad Breakdown — The primary output of the aggregation rules work — a year-to-date view of campaign performance grouped by fireplace fuel type across all brands.
Store Performance Breakdown — Campaign-level groupings for each retail store, allowing individual store advertising strategies to be monitored independently.
Website Performance — An overview of engaged session performance and traffic source breakdown across all company websites.
Campaign Review — A detailed view for the digital team covering all active campaigns across every brand and platform in one place.
A snap shot from the Store Performance tab as we drilled down one one store to see how one of its product categories are excelling in ad CTR.
What I Learned
What I learned This project reinforced something that's easy to lose sight of when working with large datasets — the goal is never to show everything you know, it's to answer the question your stakeholder actually has.
Marketing data has hundreds of variables and it's tempting to surface all of them. But I found that simplifying the presentation to focus on the core question produced far better outcomes. Stakeholders could take away clear learnings and make decisions confidently, rather than getting lost in noise.
It shifted how I approach every dashboard now — I start with the question, then build backwards from there.
Skills Demonstrated
Third party Data Connectors
Custom Aggregation
Sales and Marketing Alignment
Hungry for more content?
SEO Strategy & Website Refresh
A two-part project combining a brand-level SEO strategy with a full website refresh onto a new CMS. Working alongside an external SEO expert, the goal was to identify and dominate organic search for key brand terms, then apply those learnings directly into the build of a refreshed website.