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Dimitris Folas

@dimitrisfolas

Product Analytics Lead at Twinkl, building its Product & Growth Analytics function and a digital analytics tracking solution.

United Kingdom

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At Twinkl, I’m building the Product & Growth Analytics function and a digital analytics tracking solution for the website and mobile apps. I manage a team of 11 analysts and work with Product Managers to define OKRs and measurement frameworks.

At MatchesFashion.com, I directed the Digital Analytics & CRO function and managed a team of four analysts. PDP testing and redesign improved CVR by 9%, with a projected £50M annual impact.

Earlier, at Ralph Lauren, I owned web and app digital insights reporting and implementation. At Ted Baker, I managed digital analytics reporting, implemented dashboards, and carried out deep dives into conversion performance and user journeys.

Experience

Work history, roles, and key accomplishments

Current

Product Analytics Lead

Current

Twinkl

May 2024 - Present (2 years 4 months)

Heading up the Product & Growth Analytics function, reporting to the VP of Data. Managing a team of 11 analysts and engaging with Product Managers to define project OKRs and measurement frameworks.

Digital Analytics Manager

Matches Fashion

Sep 2021 - Mar 2024 (2 years 6 months)

Directed the Digital Analytics & CRO function, managing a team of 4 analysts. Led end-to-end digital and customer analytics strategy across web, app, and offline channels, and managed CRO testing roadmap.

Senior Digital Analyst

Ralph Lauren

Oct 2019 - Sep 2021 (1 year 11 months)

Owned and managed all web and app digital insights reporting and implementation. Worked with stakeholders to define KPIs and design dashboards for performance overview and self-serve.

Digital Analytics Web Analytics App Analytics KPI Definition Dashboard Design Stakeholder Management Agency Management Budget Management Customer Journey Optimization Localization Check Out CPA ROAS

Web Analyst

Ted Baker

May 2017 - Oct 2019 (2 years 5 months)

Managed digital analytics reporting including daily sales, marketing channels, and weekly/monthly KPIs. Implemented dashboards for trade, marketing, product, and CRO teams.

Digital Analytics Reporting Dashboarding CRO Ad hoc Analysis Agency Management Tracking Implementation

Education

Degrees, certifications, and relevant coursework

University for the Creative Arts

BA (Hons), Media Promotion

2011 - 2014

Grade: 1st

BA (Hons) in Media Promotion with a first-class grade. Key courses included Business Marketing & Planning, Social Media Marketing, and eCommerce Platforms.