Kirby Phillips, MSc

Business Development Executive

Amsterdam, North Holland, Netherlands4 yrs 8 mos experience

Key Highlights

Microsoft Certified Power BI Analyst with extensive reporting expertise.
Proven track record in improving business performance through data insights.
Expert in transforming unstructured data into actionable reports.

Stackforce AI infers this person is a Data Analyst specializing in Business Intelligence for Education and Retail sectors.

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Skills

Core Skills

Business Intelligence (bi)Data AnalysisEducation AnalyticsPerformance ImprovementBehavioral AnalysisData-driven Content StrategyEvent ManagementResearch AnalysisData Collection

Other Skills

Microsoft Power BIData Analysis Expressions (DAX)Power BIData ModelingSQLExcelTrend AnalysisSocial Media AnalyticsOnline Survey DesignStatistical TechniquesGoogle FormsOperational Data AnalysisField Team SupervisionTraffic Flow AnalysisStatistical Data Analysis

About

As a business owner, you may have data everywhere: online stores, POS, databases, marketplaces, spreadsheets, your website, social media... But when it's time to make decisions, the numbers don't line up. Reports take hours to pull together, and you end up making growth decisions based on intuition instead of certainty. This is where I step in. I specialize in report design for retail and e-commerce businesses, turning scattered, unstructured data into clear, decision-ready reports using the Business-First Design Approach. Together, we'll go through a journey that starts with you educating me about your business. This enables me to design reports that show you what's selling, what's not, and where to focus next - taking you from time-consuming manual reports and numbers you don't trust, to professionally designed reports that give you one clear view of your sales, products, channels, and performance, leading to faster decisions and confidence in your growth. As a Microsoft Certified Power BI Analyst (PL-300) and Report Design Specialist, I have helped retail businesses design reports that identify top-selling products and spot customer behavioral trends in advance. Now it's your turn to gain that clarity. If you're ready to welcome peace of mind to your data setup through professional report design, send me a message. Let's talk about what you need to make confident decisions.

Experience

Freelance

Data Analyst

Jul 2024 – Present · 1 yr 9 mos · Remote

As a Freelance Data Analyst, I support small-medium businesses in gaining insights into their operations and optimizing their business performance. My role combines technical data analytics skills with business intelligence techniques, primarily using Power BI to deliver executive-ready reporting and support strategic decision-making.
Power BI (Desktop & Service): Designing, developing, and maintaining interactive dashboards that translate complex datasets into clear business insights for non-technical stakeholders.
Data Modeling & SQL: Preparing, transforming, and structuring data using Power Query and MySQL to enable automated, reliable reporting.
Business Performance Analysis: Evaluating sales, customer behavior, and operational metrics to identify performance drivers and improvement opportunities.

Microsoft Power BIData Analysis Expressions (DAX)Business Intelligence (BI)Data Analysis

Hd shanghai bilingual school

Language Performance Analyst & Educator

Aug 2019 – Jun 2024 · 4 yrs 10 mos · Shanghai, China · On-site

Improved language accuracy by ~25% per academic year by analyzing pronunciation and speech development data for 60–70 students using Excel (pivot tables, trend analysis), identifying performance trends, and implementing targeted interventions such as individualized phoneme drills and small-group practice sessions for commonly mispronounced sounds.
Achieved a 20% increase in vocabulary retention through optimized lesson design by conducting data-driven experiments, tracking and comparing instructional techniques (phonics repetition vs. storytelling) in Excel, and identifying storytelling as more effective.
Increased classroom revenue up to ~80% by growing student enrollment from 10 to 18 students through improved teaching techniques, parent engagement via Seesaw Online Learning Platform, and collecting qualitative data from potential new parents using Google Forms in Saturday morning demo classes.

Data CollectionData AnalysisEducation AnalyticsPerformance Improvement

University of the western cape

3 roles

Data Analyst

Jan 2017 – Dec 2017 · 11 mos · On-site

Quantified rider and spectator demand across 8 event stages by leading junior data analysts in capturing operational metrics covering tents, showers, dining, and logistics infrastructure at the Absa Cape Epic Mountain Bike Stage Race event.
Reduced peak-time congestion by ~20% by analyzing traffic and spectator flow data to inform improved parking layouts and traffic-flow plans.
Identified capacity utilization issues (tents at 50–70%, uneven shower and dining pressure, and peak-day volumes of 4,000+ cars and 4,800 spectators) through comprehensive operational analysis, enabling targeted resource planning for future events.

Operational Data AnalysisField Team SupervisionEvent ManagementData Analysis

Lead Academic Research Data Analyst

Aug 2016 – Jul 2019 · 2 yrs 11 mos · On-site

Enhanced university sport attendance and social media engagement by analyzing student behavior across 7 social networks and determining that high-quality visuals, consistent updates, and interactive posts best aligned with students’ online activity.
Collected 500+ survey responses after running a 20-participant pilot study, using Google Forms with automated Excel export, and analyzed results using correlation and inferential statistical techniques to pinpoint key behavioral trends.
Increased student attendance at university sport events by driving a 30% rise in social media interaction through data-driven content informed by student behavior, including 2+ hours of daily usage and high engagement with photos (92%), updates (84%), and comments (79%).

Social Media AnalyticsOnline Survey DesignBehavioral AnalysisData-Driven Content Strategy

Intern Research Data Analyst

Jan 2015 – Dec 2015 · 11 mos · City of Cape Town, Western Cape, South Africa · On-site

Delivered actionable insights for urban park optimization as intern research data analyst on a PhD study by conducting an A/B evaluation of two recreational parks using SOPARC methodology, collecting over 1,000 user interactions across 4 days, and performing descriptive and inferential statistical analysis in Excel/SPSS to identify feature-driven engagement patterns and peak usage times.
Demonstrated 3.5x increase in foot traffic at upgraded park (783 vs 220 visitors) through comparative data analysis, revealing five times more children (64% vs 12%) and significantly higher active engagement with balanced walking and vigorous activity levels versus minimal activity at control site.
Identified key behavioral and demographic trends including weekday-weekend traffic variations and feature utilization patterns, providing data-driven recommendations for future park upgrades and resource allocation decisions.

Statistical Data AnalysisBehavioural ObservationResearch AnalysisData Collection