Sydney · Analytics & Creativity
I'm Thomas. I help teams who are drowning in data find the one thing that matters — and actually act on it. The creative eye is why it lands.
the real problem
More dashboards. More metrics. More reports nobody reads. Most teams aren't missing information — they're buried in it, and still can't say what to do on Monday.
The numbers are all there. The meaning isn't — so the dashboard gets built, then ignored.
Execs and creatives don't want a model. They want the one line that tells them where to go.
why me
Plot analytics on one axis and creativity on the other. The translators — the people who can read the data and speak to the room — sit where the two meet. That's the whole job, and it's where I've spent twenty years.
Proof, not theory
Five situations I get called in for — and the single thing that turned each one around. Scroll through.
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01 · Experimentation
Why aren’t people signing up?
The real blocker was trust, not friction — the lift came from testing the right idea.
02 · Creative & content
Why do some reels go viral and others flop?
Reading what actually drives retention, then briefing the next one to do it on purpose.
03 · Conversion & funnel
Why aren't trials converting?
Not the whole trial — one moment. Move it to day one.
04 · Retention & churn
What actually drives churn?
The strongest signal is a complete first run — so onboarding is where retention is won.
05 · Deep-dive analysis
These customers churned. They looked healthy — why?
No single metric flagged them — the risk only appears where two factors meet.
Neither factor alone flagged it — only the overlap.
In practice
A dashboard, a measurement framework, or a talk to a room full of analysts — the job is the same: turn complexity into a clear decision people can act on.
Tool-agnostic
I've never met a tool I couldn't pick up. The software is the easy part — the thinking is what took twenty years. Drop me into a stack I've never seen and I'll be useful within the week.
why the data lands
Twenty years behind a camera and in the kitchen taught me composition, restraint, timing and story. That's exactly why my dashboards get used and my recommendations get remembered — I know what makes something land. The evidence is below.
Evidence 01 — photography
Composition, attention, restraint, timing — the same instinct that makes an image stop you makes a dashboard get used.
Evidence 02 — Table of Dang
Recipes, Vietnamese heritage, photography and content — a living creative project where memory, technique and taste come together. Same discipline: make something complex feel effortless.
Evidence 03 — Sips & Strokes
A published colouring-book series for wine lovers — travel, relaxation and wine culture in one. Proof that the instinct to chase an idea across disciplines turns into something real.
Find them on Amazon →What this adds up to
let's talk