About

Heathrow Airport Holdings — Five years on retail and commercial analytics at Heathrow, where the question was rarely what happened and almost always what would happen if we changed something. Passenger demand forecasting, spend-per-passenger modelling across a portfolio of luxury and convenience retail, and the elasticity work that told commercial teams which categories moved with income and which did not.

Before that, economics — which is where the habit of writing down a model before reaching for the data comes from, and why the essays here tend to start with a curve rather than a dashboard.