Spend less time assembling reports.
Consolidate sources, align definitions and build repeatable reporting that gives teams a shared view.
Typical output: a reporting model, dashboard, QA checks and a documented handover.
SIBUSISO MALUNGA · CAPE TOWN, ZA
Less reporting work.
Clearer marketing decisions.
I help brands and agencies consolidate marketing data, check measurement and turn campaign reporting into practical decisions.
CAPE TOWN · MARKETING ANALYTICS & REPORTING CONSULTING
PAID MEDIA & AD TECH+DATA & MEASUREMENT+BUSINESS INTELLIGENCE=A clearer picture.
SERVICES / WHERE I CAN HELP
Start with the problem
your team needs solved.
A focused reporting, measurement or campaign-analysis engagement, with a clear deliverable and an agreed way to assess it.
Check what the numbers represent.
Review tracking, campaign identifiers and joins so reporting answers the intended question without inflating results.
Typical output: a measurement review, prioritised issue list and validation plan.
Turn performance into the next action.
Connect media plans, budget pacing and post-campaign analysis. Separate delivery problems from performance questions.
Typical output: platform-level analysis, decision rules and an investigation backlog.
01 / SELECTED WORK
From the question
to the decision.
Start with the measured reporting improvement. Then inspect the experiment analysis and try the tools that show how I reason through campaign and customer data.
START HERE / DELIVERED REPORTING IMPROVEMENT
A shorter reporting process.
A clearer owner.
At Drumroll, weekly reporting effort fell from 20–30 team hours to approximately 6. The work brought reporting ownership together and gave teams visibility across the process.
Measured from data receipt to stakeholder export. Operational efficiency outcome; no sales uplift is claimed.
Read the delivery case20–30 → 6measured weekly team hours
14–24team hours released each week
70–80%reduction in reporting effort
SYSTEM DESIGN / BUILT TOOLS & PROTOTYPES
One reporting chain. Clear responsibilities.
Explore how media planning, read-only validation, HTML5 dashboards and invoice tracking contribute to a coherent system. Follow the architecture, run synthetic checks and see where each tool fits.
WORKED ANALYSIS / REPRODUCIBLE ASSESSMENT
Before choosing a winner,
check the denominator.
An experiment report suggested B was underperforming. I checked the excluded users, corrected the SQL and set out what the evidence could actually support.
Anonymised assessment reconstruction · synthetic miniature records · no claim of realised business uplift.
Read the case & inspect the work767assigned users excluded from the aggregate report
−50%A’s RPU correction in the synthetic SQL fixture
12executable validation checks
02 / INTERACTIVE DEMO
Platform investment4
Search · Meta · TikTok · DV360Spend / plan / action
Is the campaign on track?
Compare platform spend, plan shapes and performance signals. See which gaps need action even when the total looks on track.
Explore multi-platform pacing03 / LEARNING DEMO
SELECT channel,
SUM(conversions)
FROM campaigns
GROUP BY channel;
Better questions. Better queries.
Use the query explorer to see how the grain and aggregation change an answer. For a complete SQL investigation, inspect the experiment case above.
COMMERCIAL ANALYTICS / INTERACTIVE CALCULATOR
What happens after the acquisition?
Calculate customer churn, gross revenue churn and net revenue retention. See how new business can hide losses in the existing customer base, then identify what to investigate.
04 + 05 / THE EVIDENCE LAB
Look at the evidence. Write down the next test.
I use public creative to develop hypotheses, then separate those observations from what a controlled experiment can establish. Explore brand reviews, creative audits and incrementality planning.
DIGITAL MATURITY / IMPLEMENTATION
Find the constraint. Build from there.
I would assess the data, measurement, customer journey, decision process and ownership before deciding what to improve. The implementation plan gives each next step an owner and an acceptance criterion.
I’m Sibs, a Cape Town-based marketing analytics professional and consultant with a BSc in Chemical Engineering from the University of Cape Town.
My work has progressed from campaign execution into ad technology, paid-media optimisation and reporting leadership. At Incubeta, I progressed through three roles before moving into paid-media work at Addesu and reporting leadership at Drumroll.
I work end to end with SQL, including complex joins and analysis in BigQuery. If the numbers disagree, I want to understand why. Once the evidence is strong enough, I want a clear recommendation and a practical next step.
Excel & Power QuerySQL & BigQueryPythonPower BI & TableauGA4 & GTMCM360 & DV360
EXPERIENCE AND EDUCATION
The experience
behind the approach.
My progression across paid media, ad technology and analytics, supported by engineering and continued professional learning.
Career progression
Reporting Data Analyst Lead
Drumroll
Apr 2026 – Present (8 months)
- Reduced measured weekly reporting effort from 20–30 team hours to approximately 6, while consolidating ownership and improving cross-team visibility.
- Developed commercial dashboards and reporting foundations spanning media planning through post-campaign analysis.
Senior Paid Media Executive
Addesu
Oct 2025 – Mar 2026 (6 months)
- Implemented Google Ads pacing automations and scripts to reduce routine account monitoring; used A/B tests to inform optimisation.
- Led client performance reviews and translated CPA, ROAS and conversion trends into recommendations; mentored junior team members.
Media Ad Tech Specialist
Incubeta
Sep 2023 – Oct 2025 (2 years 2 months)
- Led GTM tracking audits and first-party measurement checks to improve the reliability of campaign data.
- Connected data and creative through DCO/DDC activation and led AI initiatives within the Google stack, including GCP.
Junior Paid Media Manager
Incubeta
Jul 2022 – Sep 2023 (1 year 3 months)
- Analysed paid search, social and programmatic performance to identify optimisation opportunities.
- Ran cross-channel A/B tests and worked with creative teams on audience segmentation and campaign adjustments.
Tech & Services Intern
Incubeta
Feb 2022 – Aug 2022 (7 months)
- Supported campaign execution across Google Marketing Platform and paid social.
- Assisted with GTM and GA4 deployment, event-tracking checks and campaign quality assurance.
Student Management Consultant
The Consulting Academy Cape Town
Jul 2019 – Jun 2021 (2 years)
- Conducted market research and analysed client data to inform strategic recommendations.
- Presented findings to client teams and project managers.
Education and certifications
BSc Chemical Engineering
University of Cape Town · Graduated 2023
Google certifications
- Google Ads Search
- Google Ads Display
- Google Ads Measurement
- Display & Video 360 (DV360)
- Search Ads 360 (SA360)
- Google Analytics
- Google Tag Manager
- Google Studio
- Dynamic Creative Optimization (DCO)
LinkedIn Learning
- SQL: Data Reporting and Analysis · 2022
- Data-Driven Decision-Making for Business Professionals · 2021
03 / HOW I THINK
How I work
through a problem.
Define the decision first.
I start with what needs to be decided, who will use the answer and what evidence would change the recommendation.
Check what the numbers represent.
I check the definitions, denominators and missing data. If the result depends on an assumption, I make that assumption explicit.
Explain the next action.
I explain what I found, what remains uncertain and what I would do next. I want the reasoning to stand up to a challenge.
LET’S CONNECT
Have a question
worth exploring?
Tell me what you want to improve.
I’ll come prepared with relevant context.