Peter works on the data team with a focus on data modelling, defining metrics and dimensions, and solving attribution challenges across marketing and order data. His work is about making complex, cross-domain data easier to work with and more useful for decision-making. He has a broad technical background, having worked as an analytics engineer, integration engineer, full stack developer, and technical advisor. He’s also led teams in roles such as head of software development and technical project manager, giving him a solid understanding of both implementation and the broader context it fits into.