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ShukhratFayziev

Data & BI Analyst · Automation Engineer · MBA

I turn operational and financial data into decisions that hold up. Five years across e-commerce operations, marketplace reconciliation, and marketing analytics — backed by an engineering degree and an MBA.

Experience
Riga, Latvia
Personal photo
5+
years experience
40+
marketplaces managed
22→31%
profit margin lifted
25%
fewer escalations
2
degrees · MBA + BEng

02 — About

About
me

I work at the point where data meets a decision that has money attached to it. Most of my experience comes from multi-marketplace e-commerce: pricing and fee validation across more than forty platforms, margin and discrepancy analysis, and the reporting that makes those problems visible before they compound.

My background is unusual in a useful way. I trained as an engineer in computer engineering and electronics, which is where I learned to think in systems, control loops, and failure modes. I then took an MBA, which gave me the commercial vocabulary to explain why a technical finding matters in a management meeting. The combination means I can build the analysis and then defend it to people who will never open the spreadsheet.

What I care about is analytical honesty — knowing which number is load-bearing, which is noise, and being clear about the difference.

Career direction

I am looking for data analyst, business intelligence, or analytics engineering roles where the work has commercial consequences — pricing, profitability, operations, or marketing performance. Riga-based or remote across the EU.

01

My Focus

Turning messy operational and financial data into reporting people actually use. Reconciliation, margin analysis, KPI frameworks, and the automation that stops the same problem recurring.

02

My Approach

Start with the decision, not the dataset. I work backwards from what someone needs to decide, which usually reveals that the interesting question is not the one originally asked.

03

My Values

Precision over polish, and honesty about uncertainty. A confident wrong answer costs more than an uncertain right one — so I say which parts of an analysis I would not bet on.

Certifications & activities

  • Google Data Analytics Professional Certificate

    Coursera · 2023

  • SQL (Advanced)

    HackerRank · 2023

  • AIESEC Latvia — Active Member

    Volunteering · Since 2025

03 — Experience

Professional
Experience

A record of turning operational and financial data into decisions that changed outcomes — across e-commerce, marketplace operations, and marketing analytics.

Sept 2025
— Present

Remote

Marketing Data Analyst

VisionX Academy · Tashkent, Uzbekistan

Analytics and automation for an education business acquiring students through paid social — owning the pipeline from ad click to tracked lead.

  • Built automated lead-collection pipelines into Google Sheets and Telegram, giving the sales team real-time visibility instead of end-of-day exports
  • Supported data-driven Meta Ads campaigns and aligned landing-page messaging with acquisition objectives
  • Built and launched a landing page for a content-strategy and audience-acquisition masterclass
Google SheetsTelegram APIMeta AdsAutomationLanding pages

Impact

Real-time

lead tracking, previously manual

Sept 2025
— Present

Remote

Marketing Data Analyst

VisionX Academy · Tashkent, Uzbekistan

Analytics and automation for an education business acquiring students through paid social — owning the pipeline from ad click to tracked lead.

  • Built automated lead-collection pipelines into Google Sheets and Telegram, giving the sales team real-time visibility instead of end-of-day exports
  • Supported data-driven Meta Ads campaigns and aligned landing-page messaging with acquisition objectives
  • Built and launched a landing page for a content-strategy and audience-acquisition masterclass
Google SheetsTelegram APIMeta AdsAutomationLanding pages

Impact

Real-time

lead tracking, previously manual

Jun 2023
— Dec 2025

Full-time

Marketplace Operations Manager

SIA Solution · Riga, Latvia

Owned commercial integrity across a 40+ marketplace portfolio: pricing, platform fees, billing reconciliation, and the reporting that surfaced where margin was leaking.

  • Owned pricing, fee, and billing validation across 40+ marketplaces, safeguarding revenue integrity at scale
  • Designed and maintained Excel and Tableau reporting for margin and discrepancy analysis, reducing customer escalations by 25%
  • Renegotiated commission structures achieving roughly 15% fee savings, using data-backed cost analysis as the negotiating position
  • Lifted profit margins from 22% to 31% by identifying which channels and product lines were genuinely profitable after all platform costs
  • Recovered approximately €20k in fee anomalies through systematic reconciliation of platform charges against contracted rates
TableauAdvanced ExcelSQLReconciliationMargin analysisAmazoneMAGCdiscount

Impact

22→31%

profit margin

~€20k

fee anomalies recovered

Jun 2023
— Dec 2025

Full-time

Marketplace Operations Manager

SIA Solution · Riga, Latvia

Owned commercial integrity across a 40+ marketplace portfolio: pricing, platform fees, billing reconciliation, and the reporting that surfaced where margin was leaking.

  • Owned pricing, fee, and billing validation across 40+ marketplaces, safeguarding revenue integrity at scale
  • Designed and maintained Excel and Tableau reporting for margin and discrepancy analysis, reducing customer escalations by 25%
  • Renegotiated commission structures achieving roughly 15% fee savings, using data-backed cost analysis as the negotiating position
  • Lifted profit margins from 22% to 31% by identifying which channels and product lines were genuinely profitable after all platform costs
  • Recovered approximately €20k in fee anomalies through systematic reconciliation of platform charges against contracted rates
TableauAdvanced ExcelSQLReconciliationMargin analysisAmazoneMAGCdiscount

Impact

22→31%

profit margin

~€20k

fee anomalies recovered

May 2021
— Jun 2023

Full-time

Operations & Inventory Manager

SIA Solution · Riga, Latvia

Ran inventory and third-party logistics data flow, replacing guesswork with visibility across the supply chain.

  • Streamlined 3PL data tracking and inventory flow, reducing operational cycle time by 22% through improved data visibility
  • Implemented validation checks and process-control documentation, raising overall data quality
Excel3PL systemsInventory managementProcess documentation

Impact

22%

shorter operational cycle time

May 2021
— Jun 2023

Full-time

Operations & Inventory Manager

SIA Solution · Riga, Latvia

Ran inventory and third-party logistics data flow, replacing guesswork with visibility across the supply chain.

  • Streamlined 3PL data tracking and inventory flow, reducing operational cycle time by 22% through improved data visibility
  • Implemented validation checks and process-control documentation, raising overall data quality
Excel3PL systemsInventory managementProcess documentation

Impact

22%

shorter operational cycle time

Mar 2020
— May 2021

Full-time

E-Commerce Specialist

SIA Solution (solit.me) · Riga, Latvia

First commercial role — day-to-day platform administration and supplier onboarding for a growing e-commerce operation.

  • Managed day-to-day administration of the e-commerce platform
  • Optimised supplier onboarding processes, cutting lead time from 21 to 14 days
E-commerce platformsSupplier managementExcel

Impact

21→14

days supplier lead time

Mar 2020
— May 2021

Full-time

E-Commerce Specialist

SIA Solution (solit.me) · Riga, Latvia

First commercial role — day-to-day platform administration and supplier onboarding for a growing e-commerce operation.

  • Managed day-to-day administration of the e-commerce platform
  • Optimised supplier onboarding processes, cutting lead time from 21 to 14 days
E-commerce platformsSupplier managementExcel

Impact

21→14

days supplier lead time

04 — Projects

Selected
Projects

Work where I designed the analysis rather than just ran it — from a marketplace profitability framework to industrial control systems.
01

Channel Profitability & the PA-ROAS Metric

Research · MBA Thesis · Riga Nordic University · 2025 – 2026

A multi-marketplace e-commerce company grew revenue by 8.9% while its gross profit fell by 51.7%. This project diagnosed why, and built the analytical framework to stop it happening again.

2.29×

margin gap uncovered between channels

~80%

projected ROI, 6.7-month payback

01 / The problem

The company operated across three marketplaces with a layered cost structure — platform commissions, fulfilment fees, advertising spend, and return costs — none of which were being attributed to the channel that generated them. Standard ROAS treated all revenue as equal, so channels that looked strong on turnover were quietly destroying margin. Management had no way to see which channel was actually worth the next euro of ad spend.

02 / Approach & implementation

The work combined a channel-level contribution margin analysis across a full twelve months of company financial data with a semi-structured management interview to establish how decisions were actually being made.

The core methodological contribution was PA-ROAS — a profit-adjusted return on ad spend that subtracts platform fees, fulfilment costs, and channel-specific return rates before calculating return. Unlike standard ROAS, it can show that a campaign with strong revenue return is unprofitable once the cost structure of its channel is applied.

This sat inside a five-component analytical framework covering channel profitability, pricing methodology, advertising attribution, return-cost allocation, and a management dashboard. Economic justification used ROI, payback period, and sensitivity analysis across pessimistic, base, and optimistic scenarios.

03 / Outcome

The analysis revealed a 2.29× contribution margin gap between the best and worst performing marketplace — a difference entirely invisible in the revenue reporting management had been using. The proposed framework showed approximately 80% ROI with a 6.7-month payback period under base-case assumptions. Defended June 2026.

Technologies

  • Contribution margin analysis
  • DuPont analysis
  • Sensitivity analysis
  • Advanced Excel
  • SWOT
  • Attribution modelling
02

Industrial Control Systems on SIMATIC S7-300

Automation · Bachelor Thesis · Transport and Telecommunication Institute · 2023 – 2024

Designed, implemented, and validated five complete industrial control applications on Siemens hardware — conveyor, electrical, and hydraulic systems — with fail-safe behaviour as a first-class requirement rather than an afterthought.

5

complete control systems built and validated

01 / The problem

Industrial control logic is straightforward when everything works. The engineering problem is what happens when it does not: a sensor wire breaks, power is restored mid-cycle, or two contactors are commanded on at once. Each of the five systems had to behave predictably under those conditions, not just under the happy path.

02 / Approach & implementation

Each application was built as a finite-state machine with explicitly enumerated states and transitions, rather than as a chain of conditional rungs — which makes the behaviour provable and the failure modes enumerable.

Implementation covered structured I/O mapping with both absolute and symbolic addressing, OB100 restart blocks for defined behaviour on power return, FC1/FC2 function structuring for reusable logic, S_ODT timers for sequencing, contactor interlocks to make conflicting outputs electrically impossible, and wire-break detection so a severed sensor line fails safe rather than reading as a valid zero.

All five systems were built and validated on the TIA Portal against SIMATIC S7-300, with hardware configuration and commissioning performed as part of the work.

03 / Outcome

Five working, validated control applications with documented fail-safe behaviour. The habit this built — enumerating failure modes before writing the logic — is the same discipline I now apply to data pipelines, where a silently wrong number is the equivalent of a wire break read as zero.

Technologies

  • Siemens TIA Portal
  • SIMATIC S7-300
  • Ladder Diagram (LAD)
  • FSM design
  • PROFINET / PROFIBUS
  • S_ODT timers

05 — Education

Education

Two degrees, engineering and business. Every subject below opens — inside each one I have written what I actually took from it and how it connects to the work I do.

Sept 2024 — Jun 2026

EQF / LQF Level 7

Professional Master’s Degree in Business Administration

Riga Nordic University (RNU) · Riga, Latvia

Qualification awarded: Organisational Manager

A practice-oriented programme in enterprise management, taught in English. The value for me was not the management theory in isolation but the financial and analytical methodology — contribution margin, DuPont decomposition, sensitivity analysis — which became the backbone of my thesis and the way I now frame commercial questions.

FocusEnterprise managementFinancial analysisMarketing managementBusiness research methodsStrategy

Thesis

Improving Data Analytics for Effective Marketing and Business Decision-Making in E-Commerce: The Case of Vandin s.r.o.

Developed a five-component analytical framework for a multi-marketplace e-commerce business, introducing PA-ROAS — a profit-adjusted return on ad spend that accounts for platform fees, fulfilment costs, and channel return rates. Channel-level contribution margin analysis across twelve months of financial data revealed a 2.29× profitability gap between marketplaces that revenue reporting had entirely concealed. 88 pages, 61 sources.

Subjects studied — 17

Click any subject to open

Analysis of Economic Activity

Featured

MBA · 3 ECTS

Methods for analysing the economic performance of an enterprise — cost structures, efficiency ratios, and how operational activity translates into financial outcomes.

Cost structure analysisEfficiency ratiosPerformance measurement

Financial Analysis and Planning

Featured

MBA · 3 ECTS

Financial statement analysis, DuPont decomposition, investment appraisal, and sensitivity analysis under uncertainty.

DuPont analysisFinancial statementsSensitivity analysisInvestment appraisal

Business Research Methods

Featured

MBA · 3 ECTS

Research design, quantitative and qualitative methodology, sampling, validity, and the construction of a defensible empirical argument.

Research designQuantitative methodsSemi-structured interviewsValidity & reliability

Business Processes Modelling

Featured

MBA · 3 ECTS

Mapping, modelling, and redesigning business processes — notation, bottleneck identification, and process improvement methodology.

Process mappingBPMN notationBottleneck analysisProcess redesign

Information Systems for Managers

Featured

MBA · 3 ECTS

How enterprise information systems support management decisions — architecture, data flow, ERP concepts, and the gap between what a system reports and what a manager needs.

Enterprise systemsDecision supportData architectureERP concepts

International Marketing Management

Featured

MBA · 6 ECTS

Marketing strategy across borders — segmentation, positioning, channel strategy, and the portfolio logic of allocating spend between markets.

Segmentation & positioningChannel strategyMarket entryMarketing mix

Strategic Management Concepts

Featured

MBA · 3 ECTS

Competitive strategy frameworks, industry analysis, and the evaluation of strategic options against resource constraints.

Porter’s Five ForcesCompetitive advantagePESTLE & SWOTStrategic options

Business Communications

Featured

MBA · 3 ECTS

Professional communication in a management context — structuring an argument for a non-technical audience, written reporting, and presenting analysis persuasively.

Structured argumentExecutive reportingPresenting analysisStakeholder communication

Human Resource Management and Development

MBA · 3 ECTS

People management as a system — recruitment, development, performance management, and the organisational conditions under which teams actually perform.

Talent developmentPerformance managementOrganisational designMotivation theory

Management and Leadership

MBA · 6 ECTS

Leadership theory and managerial practice — decision-making under uncertainty, delegation, and the difference between managing process and leading people.

Leadership modelsDecision-makingTeam dynamicsChange management

Business Economics

Featured

MBA · 3 ECTS

Microeconomic reasoning applied to firm decisions — pricing, elasticity, marginal analysis, and market structure.

Pricing theoryElasticityMarginal analysisMarket structure

Innovation Activity

MBA · 3 ECTS

How organisations generate and commercialise new ideas — innovation models, adoption curves, and the management of technical uncertainty.

Innovation modelsTechnology adoptionCommercialisation

International Business Law

MBA · 3 ECTS

The legal framework of cross-border commerce — contracts, jurisdiction, trade regulation, and compliance obligations in an EU context.

Contract lawJurisdictionEU trade regulationCompliance

Topical Issues of International Business

MBA · 3 ECTS

Contemporary forces reshaping international business — digitalisation, supply chain restructuring, and geopolitical risk.

DigitalisationSupply chain riskGeopolitical factors

Environment, Labour and Civil Protection

MBA · 3 ECTS

Regulatory obligations around workplace safety, environmental responsibility, and organisational duty of care.

Workplace safetyEnvironmental complianceDuty of care

Traineeship

Featured

MBA · 39 ECTS

Supervised professional practice, fulfilled through my marketplace operations work — applying MBA financial and analytical methodology directly to live commercial problems.

Applied analyticsMarketplace operationsFinancial reconciliation

Master Thesis

Featured

MBA · 30 ECTS

An empirical study of data analytics in multi-marketplace e-commerce, introducing the PA-ROAS metric and a five-component analytical framework. 88 pages, 61 sources, twelve months of company financial data.

PA-ROAS metricContribution marginChannel profitabilityEmpirical research

Sept 2018 — Feb 2024

EQF / LQF Level 6

Bachelor of Engineering in Computer Engineering and Electronics

Transport and Telecommunication Institute (TSI) · Riga, Latvia

Qualification awarded: Engineer

Four years of full-time engineering study, taught in English, covering embedded electronic systems, industrial electronics, and telecommunications. This is where I learned to think about systems in terms of state, feedback, and failure — which turns out to transfer directly to data work.

FocusEmbedded electronic systemsIndustrial automationPLC & control systemsProgrammingSignal processing

Thesis

Modeling the Operation of Automated Systems Based on PLC Universal System Simulator

Designed, implemented, and validated five complete industrial control applications — conveyor, electrical, and hydraulic systems — using finite-state-machine logic, structured I/O mapping, and fail-safe restart handling on the Siemens TIA Portal and SIMATIC S7-300 platform.

Subjects studied — 16

Click any subject to open

Theory of Automatic Control

Featured

BEng · 6 ECTS

Control theory — feedback loops, system stability, transfer functions, and the behaviour of systems under disturbance. My strongest result of the degree.

Feedback controlSystem stabilityTransfer functionsPID control

Elements of AI

Featured

BEng · 3 ECTS

Foundations of artificial intelligence and machine learning — search, probability, learning algorithms, and the practical limits of what these methods can do.

Machine learning basicsSearch algorithmsProbabilistic reasoningAI limitations

Programming

Featured

BEng · 9 ECTS

Programming fundamentals — data structures, control flow, algorithmic thinking, and the discipline of writing code someone else can read.

Data structuresAlgorithmsControl flowDebugging

Probability Theory and Mathematical Statistics

Featured

BEng · 6 ECTS

Probability distributions, statistical inference, hypothesis testing, and the mathematics underneath every claim an analyst makes about significance.

Probability distributionsHypothesis testingStatistical inferenceRegression basics

Programmable Logic Controllers and Their Programming

Featured

BEng · 6 ECTS

Industrial PLC programming — ladder logic, structured I/O addressing, timers and counters, and the conventions that make control code maintainable.

Ladder Diagram (LAD)I/O addressingTimers & countersSiemens platform

Electronic Sensors and Actuators

BEng · 6 ECTS

How physical quantities become electrical signals and back again — sensor characteristics, signal conditioning, calibration, and failure behaviour.

Sensor characteristicsSignal conditioningCalibrationActuator control

Electronic Design Automation (EDA)

BEng · 6 ECTS

Computer-aided design of electronic systems — schematic capture, simulation, and verification before anything is physically built.

Circuit simulationSchematic designDesign verification

Theory of Information Coding and Transference

Featured

BEng · 6 ECTS

Information theory — entropy, channel capacity, error detection and correction, and the mathematical limits of compression.

Information entropyError correctionChannel capacityCompression

Electrical Circuits Theory

BEng · 9 ECTS

Circuit analysis from first principles — Kirchhoff’s laws, transient and steady-state behaviour, and network theorems.

Kirchhoff’s lawsTransient analysisNetwork theorems

Visualization of Technological Processes

Featured

BEng · 6 ECTS

HMI and SCADA design for industrial processes — presenting live system state so an operator can act on it under pressure.

HMI designSCADA conceptsProcess visualisationAlarm design

Industrial Networks of Automation Systems

BEng · 6 ECTS

Industrial communication protocols and network topologies — PROFINET, PROFIBUS, and the determinism requirements that separate factory networks from office ones.

PROFINETPROFIBUSNetwork topologyReal-time determinism

Embedded Electronic Devices and Programming

BEng · 3 ECTS

Microcontroller programming and embedded system design — working within hard memory and timing constraints.

MicrocontrollersEmbedded CReal-time constraints

Computer Systems Structure

BEng · 6 ECTS

Computer architecture — processor design, memory hierarchy, instruction execution, and why the same code performs differently on different hardware.

Processor architectureMemory hierarchyInstruction sets

Introduction to Digital Marketing

Featured

BEng · 3 ECTS

Digital channels and performance measurement — the first formal exposure I had to the marketing analytics work I do now.

Digital channelsCampaign measurementSEO fundamentals

Digital Processing of Signals

Featured

BEng · 6 ECTS

Digital signal processing — sampling, filtering, frequency-domain analysis, and the Fourier transform as a way of seeing structure in a series.

Sampling theoryDigital filtersFourier analysisTime series

Bachelor Thesis

Featured

BEng · 15 ECTS

Five complete industrial control applications built and validated on Siemens TIA Portal and SIMATIC S7-300, using finite-state-machine logic and fail-safe design throughout.

FSM control designTIA PortalFail-safe designSystem validation

06 — Skills

Skills &
Expertise

Technical capability built across data analytics, marketplace operations, and industrial automation — plus the business judgment to know which question is worth answering.

Data & Analytics

  • SQLjoins, window functions, CTEs
  • Pythonpandas, NumPy
  • Advanced Excelpivots, complex formulas
  • Statistical analysis
  • Data quality governance

Business Intelligence

  • Tableaudashboards, KPI monitoring
  • KPI framework design
  • Reporting automation
  • Contribution margin analysis
  • Attribution modelling

Programming & Tools

  • Git
  • Google Sheets
  • Jupyter
  • Bash

E-Commerce & Operations

  • Marketplace operations40+ platforms
  • Financial reconciliation
  • Pricing & fee validation
  • Amazon · eMAG · Cdiscount
  • Inventory & 3PL
  • Process documentation

Automation & Control

  • Siemens TIA PortalS7-300 to S7-1500
  • PLC programmingLAD, FBD, SCL
  • FSM control design
  • PROFINET / PROFIBUS
  • HMI / SCADA concepts

Business & Strategy

  • Financial analysis
  • Business research methods
  • Stakeholder communication
  • Negotiation
  • Process improvement

Languages

  • Uzbeknative
  • EnglishC1
  • RussianC1
  • TurkishB2
  • LatvianA2
  • GermanA2

07 — Interests

Interests &
Pursuits

What I do outside work, and how each of these feeds back into how I think, decide, and build.

01

Reading

Mostly history, geopolitics, and economics — long-form arguments about why systems ended up the way they did rather than how to optimise them.

Trains the habit of asking what caused a pattern before trying to fix it.

02

Languages

Six languages at varying depth. Uzbek and Russian fluently, English professionally, Turkish conversationally, Latvian and German still building.

Working across languages makes you precise about meaning — useful when a stakeholder and an analyst use the same word differently.

03

Table Tennis

Fast, competitive, and unforgiving of a wandering mind. The rally rewards reading the opponent one shot ahead.

Sharpens focus and the ability to reset immediately after a mistake.

04

Guitar

Playing and writing. A form of thinking that has nothing to do with correctness, which is exactly why it is restorative.

Creative practice keeps analytical work from becoming purely mechanical.

05

Oshiq Tegin

A music project setting classical Uzbek poetry — Navoiy, Cho‘lpon, Lutfiy — to contemporary arrangements using AI production tools, published on YouTube for an Uzbek-speaking diaspora audience.

Practical experience with audience analytics, content strategy, and AI production tooling.

06

Travel & Exploration

Uzbekistan to Latvia, and the places in between. Living in a country you were not raised in teaches you how much of what you assumed was universal was local.

Builds adaptability and the instinct to check assumptions before acting on them.

07

Continuous Learning

Engineering degree, then an MBA, then Google Data Analytics and advanced SQL certification — and currently building this site to learn the modern web stack properly.

The tooling changes every few years; the willingness to relearn is the durable skill.

The useful skill is not producing the number. It is knowing which number the decision actually turns on.

08 — Contact

Let's work
together

I am open to conversations about data analyst, business intelligence, and analytics roles — or about a specific problem you are trying to get visibility on. Riga-based, and comfortable working remotely across the EU.

Get in touch

  • Email

    Shukhrat.Fayziy@gmail.com

  • LinkedIn

    Add your LinkedIn URL in the CMS

  • GitHub

    Add your GitHub URL in the CMS

  • Location

    Riga, Latvia — open to remote across the EU

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