I build data and AI systems that improve operational reliability and decision quality.
15+ years delivering analytical rigour for S&P 500 and FTSE 100 brands â now combining that foundation with AI infrastructure work.
Currently building Mneme â architectural drift prevention for the agentic AI SDLC, keeping AI-generated code aligned with repository architecture and prior decisions.
Education
School of Sciences
University of Ioannina
Bachelor of Science -- Physics
Awards & Recognition
Campaign
Awarded by Campaign Magazine -- one of the most prestigious recognitions in the UK marketing industry.
2022
Sitecore
Recognising outstanding digital experience design and implementation built on the Sitecore platform.
2021
DataIQ
Two consecutive years recognised by DataIQ for building and sustaining a leading data culture and team environment.
2019 & 2020
Ericsson
Ericsson's internal excellence programme recognising outstanding contribution to the telecommunications industry.
View Certificate →Industry Awards
Coursera -- Verified Credential · University of Illinois
A six-course specialisation covering digital analytics, marketing analytics in theory and practice, digital marketing channels, and a capstone project -- issued by the University of Illinois at Urbana-Champaign via Coursera.
View Certificate →
What I Do
I advise CMOs and CEOs on marketing measurement strategy, attribution architecture, and data infrastructure. 15+ years turning complex, cross-channel data into decisions that move revenue.
GA4, GTM, server-side tracking, and data-driven attribution setup.
UX audits, funnel optimization, and testing strategies to increase conversions.
Cross-platform attribution modeling and Looker Studio dashboards. ROI, LTV, MMM and Forecasting.
Hands-on workshops to build analytics skills, accelerate execution, and explore AI adoption for smarter insights and automation.
Unify customer data across platforms and use CDPs to enable accurate targeting, automation, and ROI measurement.
Configure consent platforms and data governance workflows using solutions like OneTrust.
Current Project
Mneme prevents architectural drift across the agentic AI SDLC. It keeps architectural decisions, constraints, and anti-patterns active as deterministic guardrails, so AI-generated code stays aligned with repository architecture and prior decisions. Architectural governance is the enforcement mechanism, with every verdict linked to its governing source.
Agentic development distributes implementation across tools, sessions, and repositories. Locally reasonable choices can quietly diverge from architecture the team already approved. Mneme preserves those decisions as source-linked constraints and enforces them before incompatible changes reach review.
See how I fix tracking and attribution for startups, agencies, and ecommerce teams.
Digital analytics consulting Hire Me on Upwork
Data-driven platforms built and operated independently. Both are live, generating revenue, and underpinned by the same measurement and data architecture applied to enterprise client work.
Essays on AI governance, engineering systems, and analytics. Read all essays →
AI Governance
Post-generation review is the wrong place to catch architectural violations. Governance has to move earlier.
Read essay →Founder & Systems
The problem with AI coding agents isn't intelligence. It's memory. The story behind Mneme HQ.
Read essay →Analytics & Data
Data lakes were built for batch analytics. AI needs freshness, schema, and governance.
Read essay →
© Theo Valmis