Darcy is the Senior Data Analyst at Fanatic, where she leads data strategy, performance measurement, and tracking architecture for the agency’s clients across the UK and internationally. She has a pivotal role in diagnosing and resolving complex tracking challenges, auditing end-to-end user journeys and setting up robust analytical foundations that bring clarity and insight to multi-channel campaigns.
Darcy’s approach to analytics is rooted in problem-solving and clarity: she believes that clean, reliable data is the true foundation of creative and digital growth and that the ability to transform messy digital journeys into clear, actionable roadmaps that empower clients to make confident, human-centred business decisions is something that is often overlooked. Data is so powerful and should be at the forefront of business decision making.
Before Fanatic, Darcy worked with ecommerce and lead gen clients alike, helping to fix their broken tracking, to analyse their performance and to deliver cool (yes, cool!) data projects. She holds an MSc in Marketing with distinction from Cardiff university.
