Jessica Feto

About

BEng Computer Engineering MSc Data Science & Analytics

I work where
marketing,
data and
strategy meet.

Most marketing decisions are made on instinct. Most data teams struggle to influence decisions.

I work between both worlds.

My background is in data science and computer engineering, but the work I find most meaningful sits at the intersection of customer insight and marketing action understanding what drives behaviour, and translating that into better campaigns, sharper CRM, and clearer reporting.

The sector changes. The skills transfer.

I've applied this approach in B2B tech and fintech, working with enterprise clients across London and New York. The same analytical rigour customer segmentation, lifecycle strategy, performance reporting applies equally to hospitality, beauty, wellness, retail, and SaaS.

Open to marketing and data roles with UK visa sponsorship.

Selected Projects

A selection of projects across marketing, product marketing, CRM and data analytics.

Product Marketing

Enterprise AI Product Marketing

Developed product positioning, enterprise brochures, sales collateral, solution briefs, product messaging and marketing assets supporting enterprise AI solutions for global financial institutions.

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Product Launch & Sales Enablement

Contributed to an enterprise AI partnership launch: workflow mapping and integration wireframes for a product going live inside a platform used by 580,000 people.

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Executive Marketing & Events

Invitation campaigns, branded collateral, CRM workflows and on-site coordination for four executive events: from a 350+ delegate industry conference to a private dinner.

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CRM & Lead Generation

Migrated a scattered enterprise sales portfolio into Zoho CRM: 341 opportunities across 164 institutions, then built the segmentation and outreach campaigns on top of it.

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Content & Thought Leadership

Planned and created LinkedIn content, website copy, campaign messaging and executive thought leadership to strengthen brand visibility and support commercial growth.

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Customer Analytics & Decision Intelligence

RFM segmentation and churn prediction across 29,729 fashion retail records: five machine learning models compared, translated into retention and campaign actions.

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Data Analysis & Reporting

SQL Analysis & Reporting

SQL analysis of a 749-question Voice of Customer repository: data modelling, KPI reporting and dashboard design built on real product marketing data.

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Brand Strategy & Digital Experience

Founded and built Noova from scratch: brand strategy, identity system, website design and development, UX, SEO, AI integration and creative direction.

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Brand Identity & Print

Wordmark, colour and type for a hair and aesthetics studio, applied across price lists, promotional flyers, business cards and reusable social templates.

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Editorial & Data Storytelling

Editing, copywriting and design of a 34-page B2B white paper on hybrid work: structuring the argument, framing the research data, and laying out every page.

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Social Media & Web Analytics

Twelve months of LinkedIn, Meta and GA4 data analysed in Python: 1,108 posts and 2,057 site visitors, revealing that the audience following the company was not the audience visiting it.

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Diagnostic Tool & Conversion Design

A wellbeing assessment prototype that turns an abstract HR problem into a pound figure: role-based branching, a headcount-driven cost calculator and a qualifying assessment flow.

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UK Housing Market & Business Intelligence

Dashboarding & Business Intelligence

UK Housing Market & Intelligence

An interactive Power BI dashboard transforming UK housing data into visual insights on market trends, regional patterns and property prices.

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Work history

Experience

BA Educational Consultancy

Dec 2025 – Present

London, UK

Business Support Officer Marketing & Operations

Supporting day-to-day business operations alongside marketing, client communication, data tracking, CRM administration, document management and internal processes for a London-based education consultancy.

noova

Mar 2025 – Present

London, UK

Marketing Strategist Founder

Founder of a marketing and creative studio delivering brand strategy, visual identity, website design and development, digital experience, content and social strategy, LinkedIn marketing, email marketing, CRM, marketing analytics, SEO, automation and creative direction for growing businesses.

intellimation.ai

Vertical AI Platform, BFSI

Mar 2025 – Dec 2025

Contractor via Noova Data · London / New York

Marketing & Data Associate

Supported enterprise AI go-to-market across product marketing, sales enablement, customer and market research, content and LinkedIn campaigns, strategic BFSI events, CRM and lead-generation workflows, AI product enablement and data analysis. Built 50+ marketing assets, supported 40 to 60 enterprise demos, ran 25+ LinkedIn campaigns, and created the company's first formal Client Question Bank with 700+ customer questions.

Oxyzn

Mar 2024 – Jun 2024

London, UK

Marketing Analyst Intern

Analysed social, website and audience data using Python, SQL, Google Analytics and platform insights; conducted competitor and content analysis, A/B testing and performance reporting to inform content strategy, audience targeting, email marketing and lead generation.

What I bring

Skills & expertise

I work across marketing, data and commercial strategy, using customer and market insight to shape positioning, campaigns and decisions, then using data to measure performance and improve what happens next.

Marketing Strategy & Brand

Developing brand and marketing strategies grounded in audience insight, competitive context and commercial objectives, from positioning and messaging through to campaign execution and brand experience.

Brand Strategy Campaign Planning Positioning

Customer & Market Intelligence

Combining customer behaviour, market research and competitor intelligence to understand audiences, identify opportunities and turn insight into clearer targeting, propositions and marketing decisions.

Customer Segmentation Competitor Analysis Market Research

Data Analytics & Business Intelligence

Working with structured and unstructured data to identify patterns, build meaningful KPIs and turn analysis into clear, decision-ready reporting for commercial and marketing teams.

SQL Python Power BI

Marketing Performance & Measurement

Connecting campaigns and channels to measurable outcomes through performance analysis, funnel reporting, audience engagement and KPI frameworks, distinguishing activity from genuine commercial impact.

GA4 Campaign Reporting KPI Development

CRM, Marketing Operations & Automation

Structuring customer and prospect data, supporting CRM workflows, managing marketing processes and improving the systems behind lead generation, communications and reporting.

CRM Lead Generation Marketing Automation

Product Marketing & Go-to-Market

Translating customer and market evidence into positioning, value propositions, messaging and go-to-market activity, working across product, sales, marketing and leadership teams.

Voice of Customer GTM Planning Sales Enablement

Always learning

Certifications

Credentials from IBM, Google, and Stanford spanning data science, machine learning, and digital marketing.

Data Science Professional Certificate

IBM · Coursera

Machine Learning Specialization

Stanford Online · DeepLearning.AI

Digital Marketing & E-commerce Certificate

Google · Coursera

Project Management Professional Certificate

Google · Coursera

Inbound Marketing Certification

HubSpot Academy

Reading

Books & Ideas

Some of the books that have shaped how I think about business, people, decision-making and growth.

The 4-Hour Workweek book cover — The 4-Hour WorkweekTim Ferriss

The Lean Startup book cover — The Lean StartupEric Ries

TED Talks book cover — TED TalksChris Anderson

The 5 AM Club book cover — The 5 AM ClubRobin Sharma

The Code of the Extraordinary Mind book cover — The Code of the Extraordinary MindVishen Lakhiani

Atomic Habits book cover — Atomic HabitsJames Clear

How to Win Friends and Influence People book cover — How to Win Friends and Influence PeopleDale Carnegie

The Psychology of Money book cover — The Psychology of MoneyMorgan Housel

The 48 Laws of Power book cover — The 48 Laws of PowerRobert Greene

The Daily Laws book cover — The Daily LawsRobert Greene

The Alchemist book cover — The AlchemistPaulo Coelho

Think and Grow Rich book cover — Think and Grow RichNapoleon Hill

Thinking, Fast and Slow book cover — Thinking, Fast and SlowDaniel Kahneman

The New Rules of Marketing and PR book cover — The New Rules of Marketing and PRDavid Meerman Scott

The Personal MBA book cover — The Personal MBAJosh Kaufman

The Courage to Be Disliked book cover — The Courage to Be DislikedIchiro Kishimi & Fumitake Koga

An idea I keep coming back to

“The shoe that fits one person pinches another; there is no recipe for living that suits all cases.”

Carl Jung, Modern Man in Search of a Soul. I first came across it in The Personal MBA.

It is a useful corrective in this work. The segment that responds to one campaign ignores the next, the metric that matters to one business is noise to another, and the model that performs well on one dataset fails on the next. Most of the job is working out which case you are actually in before deciding what to do about it.

I connect the dots between marketing and data.

I work where
marketing,
data and
strategy meet.