Product Owner
Apr 2026 - Present · 4 mos
The Redesign Group · Apprenticeship - Ville de Paris · Hybrid
Shaping the roadmap for an AI-powered book recommendation platform, turning data on reader behavior into product decisions and feature priorities.
Marketing Data Analyst - Data Strategy for International Expansion
Hedi Souki
Data is more than numbers. It is the language behind industries, markets, human behavior, and decision-making. My work turns complex datasets into strategic insight, helping organizations see their market clearly and make smarter decisions.
9+
Roles
4
Countries 🇫🇷 🇬🇧 🇹🇳 🇰🇷
100+
Networking events analyzed
Experience
A track record spanning data analytics, marketing strategy and international business development.
Marketing Data Analyst
Mar 2025 - Mar 2026 · 1 yr 1 mo
Maison de Senteurs · Apprenticeship - Paris, Île-de-France, France · On-site
Analyzing customer and sales data to guide marketing decisions and sharpen audience targeting for the brand.
Consulting intern, People Consulting
Aug 2024 - Jan 2025 · 6 mos
EY · Internship - Tunis · Hybrid
- Contributed to a research project on the role of women in the African insurance sector, with IFC and FANAF.
- Ran qualitative and quantitative data analysis to assess diversity and inclusion at insurance companies.
- Wrote reports and designed stakeholder presentations to formulate strategic recommendations.
- Built expertise on the African insurance market.
- Took part in the kick-off of a PFM mission with the African Development Bank (BAD).
Retail sales and management assistant
May 2024 - Aug 2024 · 4 mos
Hyundai Tunisie · Internship - Tunis, Tunisia · On-site
Practical experience in retail sales and operations management, covering the full customer and supply-chain lifecycle, after a dissertation at the University of Westminster on the effect of Brexit on global automotive supply chains.
- Sales & client relations: managed client contracts and leasing documentation, keeping paperwork accurate and moving fast.
- Supply chain & purchasing: sourced small parts and supplies, managed purchase orders and supplier communication.
- Administrative & operations: handled invoicing and day-to-day admin for the sales team.
Marketing & business development intern
Nov 2023 - Apr 2024 · 6 mos
Onlyfounders · Internship - Greater London, England, United Kingdom · On-site
OnlyFounders is a matchmaking app for entrepreneurs. It helps founders find co-founders and surfaces the best networking events, pitch competitions and incubators in London.
- Visited and analyzed 100+ networking events across London to assess effectiveness and relevance.
- Competed in pitch competitions, representing the app in the startup ecosystem.
- Contributed to brainstorming sessions on new marketing strategies.
- Managed social content and publishing across LinkedIn, Instagram and TikTok.
- Evaluated incubator performance to refine selection and recommendations for users.
- Contributed to MVP improvements and feature prioritization, and ran performance analysis to optimize operations.
🏆 1st place, pitch competition with the Eligent Club
Marketing business development manager
Jan 2023 - Apr 2023 · 4 mos
D.Mouv · Internship - Paris, Île-de-France, France · Hybrid
- Content production: video shoots and editing, plus static visuals for our platforms.
- Social media management: end-to-end planning and publishing across our accounts.
- Marketing materials: designed cards and physical goodies for events and partnerships.
- Strategy & growth: contributed to the marketing plan and identified growth opportunities.
- Campaigns: helped design and run targeted marketing campaigns.
- Prospecting: took part in field prospecting and promotion to grow our audience.
- Analysis: reviewed user feedback and app performance to improve the overall experience.
Vice president
Apr 2022 - Apr 2023 · 1 yr 1 mo
Cosmopol ISC · Contract - Paris, Île-de-France, France
Vice President of student association Cosmopol ISC, leading two teams responsible for communication and event organization for international students.
- Marketing & communication: oversaw textile/goodie design, social media, and short films promoting the association.
- Onboarding logistics: coordinated arrival and welcome of students with partner universities.
- International events: organized trips and integration weeks for students across France and Europe.
- Multicultural team management: led daily interactions across cultures, and built stronger cross-cultural communication.
OPCVM/SICAV management assistant: front & back office
Jul 2022 - Aug 2022 · 2 mos
BMCE Capital Tunisie · Internship - Tunis, Tunisia
- Front office: daily monitoring of economic and financial news and market movements; prepared performance and strategy reports; supported investment decisions.
- Back office: processed orders and securities transactions, valued portfolios, calculated NAV, and reconciled data.
IT & finance project management intern
Jun 2022 - Jul 2022 · 2 mos
ICADE · Internship - Issy-les-Moulineaux, Île-de-France, France
Joined the Finance & IT department on a strategic project merging real estate with finance and technology.
- Reference system: helped finish a new system referencing the company's accounting and financial data.
- UX/UI & training: designed interfaces and tutorials to maximize adoption across all skill levels.
- Communication & rollout: built the internal communication plan and led online training sessions.
Projects
Data strategy and analytics work across trade, healthcare, finance, politics, and product. Each project turns raw data into a decision someone could act on.
Data Strategy · International Trade
Brexit & the global automotive industry
Overview
A dissertation project at the University of Westminster. It studied how Brexit changed the global automotive industry, from supply chains to trade rules.
Challenge
Brexit changed tariffs, trade rules, and supply routes fast. Automakers needed new data to plan production and sales across borders.
Data
Statista datasets on vehicle production, trade, and tariffs, alongside government and industry reports on regulation changes.
Methodology
I compared trade and tariff data before and after Brexit. I tracked how manufacturers shifted supply chains and adjusted to new standards across countries.
Key insights
- Tariff changes hit specific vehicle categories harder than others.
- Manufacturers rerouted supply chains to cut new customs costs.
- Standardization gaps slowed cross-border parts trade.
- Sales patterns shifted fastest in markets most exposed to UK-EU trade.
Technologies
Impact
The findings show how one political decision moves an entire industry. Manufacturers, regulators, and investors can use this kind of analysis to plan for the next trade shock.
University dissertation. View the code on GitHub →
Data Strategy · Workforce Analytics
Diversity in the African insurance industry
Overview
A research project with EY People Consulting, FANAF, and the IFC. It looked at diversity across the African insurance sector.
Challenge
Insurance companies across Africa had scattered, often incomplete data on gender and diversity in their workforce. Leaders needed a clear read to act on.
Data
Qualitative and quantitative data from insurance companies and industry bodies across multiple African countries.
Methodology
I collected, cleaned, and analyzed workforce datasets. I combined survey responses with company data to spot patterns in hiring, promotion, and retention.
Key insights
- Women held fewer senior roles than their share of the workforce would predict.
- Retention gaps showed up strongest in technical and actuarial roles.
- A handful of companies had practices worth copying across the sector.
- Data quality varied a lot by country, which limited some comparisons.
Technologies
Impact
The team turned these findings into recommendations for FANAF and IFC stakeholders, giving insurers a data-backed case for changing hiring and promotion practices.
Internal research project, not publicly linked. Related public project: Insurance-in-Africa on GitHub →
AI & Machine Learning · Healthcare
Deep learning for medical image analysis
Overview
A university AI project. I built and tested neural networks that read chest X-rays.
Challenge
Radiologists read huge volumes of X-rays by eye. A model that flags likely pneumonia or cancer cases could speed up that work.
Data
Labeled X-ray image datasets covering healthy patients and cases of pneumonia and certain cancers.
Methodology
I built a Multi-Layer Perceptron and a Convolutional Neural Network, then compared their accuracy on the same image sets. I tuned each model and measured how well it told sick scans from healthy ones.
Key insights
- The CNN outperformed the MLP on raw image classification.
- Image preprocessing changed accuracy more than small changes in network depth.
- False negatives dropped when I added more training examples of rare cases.
Technologies
Impact
The project shows how far a well-trained model can go with a limited image set, and points to where AI can support radiologists rather than replace their judgment.
University research project. View the code on GitHub →
Data Strategy · Financial Markets
Financial market analysis - BMCE Capital
Overview
An internship project across BMCE Capital's front and back office. I studied stock market trends and investment portfolios.
Challenge
Analysts need fast, accurate reads on market moves to advise clients and manage funds. Manual tracking left gaps.
Data
Daily market data, portfolio holdings, and financial indicators, including OPCVM/SICAV fund data.
Methodology
I tracked market news and price movements each day, then combined this with portfolio valuation and net asset value calculations to build performance reports.
Key insights
- Short-term market swings often reversed within days, which changed how the team read isolated drops.
- Portfolio valuation gaps traced back to timing mismatches in trade settlement.
- Combining daily news monitoring with price data caught risks that price data alone missed.
Technologies
Impact
The reports fed directly into investment decisions and client presentations, and sharpened my read on how data supports real money decisions, not just theory.
Internal internship project, not publicly linked. Related public project: Tunisia-Stock-Portfolio-Screener on GitHub →
Data Strategy · Political Analysis
Political advertising analytics in Belgium
Overview
A research project on political advertising in Belgium. I used clustering to study how campaigns target voters.
Challenge
Political ads reach different audiences depending on the platform and the message. Regulators and campaigns both need to understand how targeting actually works.
Data
Political advertising datasets and Belgium's regulatory framework for campaign transparency.
Methodology
I applied clustering and audience segmentation to the ad data, then compared campaign targeting choices against Belgium's disclosure rules to see where practice matched policy.
Key insights
- Distinct voter clusters received measurably different ad messages from the same campaign.
- Some targeting patterns sat right at the edge of what disclosure rules required.
- Regional language differences shaped targeting more than age or income data.
Technologies
Impact
The findings show regulators where transparency rules do and don't match campaign behavior, a read that matters more as political spending moves online.
Research project. View the code on GitHub →
Data Strategy · Marketing Analytics
Meta ads benchmarking for perfume brands
Overview
A personal project building a scraping and benchmarking framework for Meta ad activity across perfume brands.
Challenge
Brands need a repeatable way to compare ad cadence, spend, and creative approach across competitors, but most benchmarking work is still done by hand.
Data
A demo dataset covering six fictional perfume brands, built to test the pipeline before pointing it at real Meta Ad Library data.
Methodology
I built a clustering and benchmarking pipeline that groups brands by ad cadence and spend pattern, then ranks them on a composite score.
Key insights
- A repeatable framework can benchmark spend and cadence across any brand set, real or synthetic.
- Clustering surfaces natural brand archetypes without manual tagging.
- The pipeline is ready to run on real Meta Ad Library data with no structural changes.
Technologies
Impact
The framework gives a marketing team a starting point to benchmark competitors' ad activity systematically instead of reading the Ad Library by eye.
Demo dataset, built to test the framework. View the code on GitHub →
Product Strategy · AI Personalization
AI-powered book recommendation platform
Overview
My current product at The Redesign Group. An AI-powered bookstore that recommends books based on what a reader actually likes.
Challenge
Generic recommendation lists don't hold reader attention. Bookstores need a system that reads real preferences and reading history to recommend well.
Data
Book metadata, user preference signals, and reading history data.
Methodology
I define product strategy and prioritize features for the recommendation engine, and work with engineers on how the algorithm reads book characteristics and user profiles to build each suggestion.
Key insights
- Readers respond better to recommendations tied to a specific past read than to generic bestseller lists.
- Prioritizing a few strong signals beat trying to track dozens of weak ones.
- Early user testing reshaped which features shipped first.
Technologies
Impact
The product is in active development. Early results are shaping a discovery experience built around what each reader actually reads next.
Private product, currently in development.
Activities
Outside client and coursework, competition, leadership, and travel shape how I see markets and people.
Pitch competition winner - ELIGENT Investment Pitch Day
Won 1st place at the ELIGENT Investment Pitch Day in London while representing OnlyFounders. The event brought founders, investors, and entrepreneurs together to pitch startup ideas.
Vice president - Cosmopol ISC
Served as Vice President of Cosmopol ISC, leading teams that welcomed international exchange students and organized cultural events across France and Europe.
Travel & global cultures
I love discovering new cultures, economies, and views through travel, and have visited 31 countries so far.
Academics
Coursework spanning data science, international trade, and business strategy, built on a quantitative foundation.
Master's degree, Data Science & Business Intelligence
Sep 2024 - Jun 2026
EDC Paris Business School
In progress, on an apprenticeship track alongside my Product Owner role at The Redesign Group and my prior Marketing Data Analyst role at Maison de Senteurs.
Bachelor of arts, Global Trade and Business
Sep 2023 - Jun 2024
University of Westminster - study abroad / dual degree
Coursework included Global Trade and Business Project, International Political Economy, International Trade, Strategic Perspectives, Research Methods in Business, and Professional Experience in Global Trade and Business. This is where I completed my dissertation on Brexit's impact on the global automotive industry.
Exchange student, Business Administration and Management
Feb 2023 - Jul 2023
Yonsei University - Seoul, South Korea
One semester abroad in Seoul, part of what brings the country count in the stats above to four. The experience taught me to adapt to new cultures, and gave me new tools for learning and working that opened my mind to the world.
Bachelor of management, Business Administration and Management
Sep 2021 - Jun 2024
ISC Paris - International Track
The base three-year bachelor's degree behind both the Yonsei exchange and the Westminster dual degree above.
Blog
I write an article after finishing each major data project: what I found, what interested me in the sector, and practical read-outs from the industries I study.
International trade
The British car industry before and after Brexit
A data-backed look at how political decisions alter global supply chains, tracking the shift from friction-free trade to new regulatory boundaries in British car manufacturing.
The UK automotive sector changed completely after leaving the European Union. Before Brexit, parts moved across the English Channel with zero paperwork. Today, new border checks and rules-of-origin requirements have reshaped the industry, from trade volumes to where manufacturers source their parts.
See full blog →
AI & healthcare
How AI is changing modern medicine
An overview of artificial intelligence in healthcare, focusing on clinical decision support and the partnership between medical staff and automated screening tools.
Artificial intelligence already screens for diabetic retinopathy, flags strokes in minutes, and helps hospitals prioritize the most urgent scans. None of it replaces a clinician's judgment. It just gets the right case in front of the right person faster.
See full blog →
Political & regulatory analysis
The rules behind political ads in Europe
A measurement study of political advertising in Belgium, tracking what happens to a party's visibility once attention shifts from broadcast TV to social platforms.
Belgium's broadcast rules keep certain parties off live TV. Social platforms carry no such rule. A real dataset of Meta ads shows that gap does open a door, even with real difficulties attached to walking through it.
See full blog →
Email me
LinkedIn
GitHub