Paolo M. Hernandez — Data Analyst

About Me

Finance brain,
data toolkit.

I'm a results-oriented Data and Business Analyst with over three years of experience spanning financial operations, digital campaign analytics, and end-to-end data reporting. I've increased project margins by 15%, reduced operational overhead by 10%, and built executive dashboards reviewed directly by the CEO and Head of Sales.

At Diageo Indonesia, I track and investigate KPI fluctuations across Instagram and Meta campaigns — diagnosing the "why" behind engagement drop-offs by city and format, and delivering forward-looking recommendations that shape monthly content strategy.

To sharpen my technical edge, I completed RevoU's Full Stack Data Analytics program — mastering SQL, Python, Tableau, and Power BI across 7 end-to-end projects. I hold a BNSP Certified Data Analyst credential validating my competency across the full data lifecycle.

My edge: I can read a P&L, run a campaign analysis, and write a Python script to optimize both — then translate it into plain language for any stakeholder.

Analytics & BI

SQL Python Tableau Power BI Excel (Advanced) Google Sheets

Finance & Strategy

Financial Modeling FP&A Demand Forecasting Pricing Analysis P&L Management

Methods

EDA Statistical Modeling A/B Testing Cohort Analysis Data Storytelling KPI Reporting

Experience

Where I've worked.

Three years in finance operations and digital analytics, with hands-on reporting across manufacturing, FMCG, and oil & gas.

Project Executive — Performance & Digital

PT Digital Creation (Diageo Indonesia)

Maintained and delivered monthly campaign-level performance dashboards covering organic and paid content across Instagram and Meta, tracking KPIs including ThruPlay rate, reach, and engagement CVR — translating fluctuations into forward-looking content recommendations for creative and strategy teams.
Conducted weekly ad-hoc analysis on geo-targeted dark post performance across 5+ Indonesian cities, diagnosing engagement drop-offs by city and format to identify the drivers behind week-over-week metric movements.
Developed post-level and campaign-level recurring business reports for a multinational FMCG client, maintaining KPI definitions and improving reporting consistency to support non-technical stakeholders in making data-backed decisions.
Acts as primary lead for a multinational client, translating complex business goals into executable digital campaigns with 100% adherence to global brand guidelines; synchronized Creative and KOL teams to significantly reduce asset turnaround time.

Full-Time · Remote · Present

Aug 2025 – Present

Finance & Business Strategy Associate

PT Indofil Mangagerak Abadi (Starmika)

Built and maintained executive dashboards in Tableau and Power BI tracking revenue, AOV, and sales funnel performance — consolidating complex datasets from Google Sheets and Excel into structured recurring reports reviewed by the CEO and Head of Sales.
Investigated weekly and monthly KPI fluctuations in sales and revenue, identifying the drivers behind performance changes (seasonality, product mix, customer segment shifts) and delivering recommendations that shaped inventory and pricing strategy.
Analyzed customer cohort behavior and churn patterns; identified a 91% inactive customer rate and proposed a 90-day re-engagement strategy — improving long-term retention by 10% and directly reducing CAC waste.
Engineered self-serve reporting tools in Advanced Excel and Google Sheets, maintaining data accuracy and reporting logic across daily, weekly, and monthly cycles with 100% variance alignment — enabling non-technical stakeholders to access performance data independently.
Identified an untapped revenue opportunity by proposing acrylic sheet sales as a new product line with a competitive pricing model benchmarked against East Jakarta and Bekasi competitors — directly contributing to a 15% margin increase and 20% growth in long-term contracts.
Built seasonal demand forecasts incorporating Indonesian public holiday cycles (Ramadan, Christmas) to anticipate sales fluctuations and optimize stock levels by thickness and color variant.

Full-Time · Hybrid · Present

Apr 2022 – Present

Project Cost Controller

PT Sarku Enjinering Utama

Monitored Oil & Gas project budgets, identifying 8% in potential cost overruns to maintain financial constraints.
Generated weekly revenue forecasts with 95% accuracy to support efficient resource allocation and procurement planning.
Developed standardized tracking templates, reducing reporting turnaround time by 20%.

Internship

Oct 2021 – Mar 2022

Projects

Data work that matters.

End-to-end analytics projects spanning retail, finance, e-commerce, and business strategy.

🛍️

Feb 2026

GiftCraft UK — Online Retail Analysis ↗

Comprehensive data exploration & predictive programming (DEEPP) analyzing 2009–2011 transaction data to diagnose a "one-and-done" business model where 91% of customers churn after 180 days.

Performed end-to-end e-commerce funnel analysis, diagnosing a 30.5% dead stock rate and 91% churn rate — identified the "why" behind revenue stagnation and proposed a liquidation event reducing inventory stagnation by 15%
Minimized CAC loss by developing an automated 90-day re-engagement strategy, improving long-term retention by 10%
Reallocated 15% of marketing budget toward high-margin international markets based on AOV cohort data — doubling AOV vs domestic
Mapped shipping bottlenecks; recommended staggered shifts ensuring 100% warehouse capacity at peak hours

Python SQL EDA Funnel Analysis Cohort Analysis Churn Analysis Predictive Modeling

Live Interactive Dashboard ↗

💰

Jan 2026

RevoFinance — Expense & Budget Utilization Dashboard ↗

Comprehensive dashboard for an Indonesian budgeting app monitoring Rp508.51M in expenses across 1,000 transactions — focused on diagnosing KPI fluctuations and preventing end-of-year budget overruns.

Identified 111% budget overages in Entertainment, Subscriptions & Travel — delivered actionable intervention recommendations
Mapped DKI Jakarta spending density via geospatial analysis
Segmented transactions into monetary bins — 50%+ volume in Rp500K–1M range
Recommended rolling quarterly forecasts to prevent December spending spikes >Rp50M

Tableau Geospatial Finance KPI Reporting Dashboard

Live Interactive Dashboard ↗

💳

Jan 2026

RevoBank — Credit Card & Customer Personas ↗

Six-month credit card performance analysis across 5,599 records to optimize sales strategy and identify customer segments for targeted marketing.

Analyzed 5,599 credit card records for transaction volume and revenue trends
Cleaned datasets with Python removing zero-limit accounts for high data integrity
Segmented customers into 4 distinct personas for product optimization
Identified growth opportunities for Merchant Discount Rate (MDR) revenue

Python SQL Segmentation Finance Data Cleaning

🛒

Nov 2025

RevoGrocers — Sales Performance Analysis ↗

Multi-region sales analysis for an Indonesian retail company, identifying revenue drivers and CVR patterns across 11 product categories with uniform customer volume.

Calculated revenue for 11 categories via SQL — Confections top earner at Rp556M
Discovered 99.85% repeat purchase rate for Confections vs 93.68% for Grains
Validated revenue variation driven by spending behavior, not buyer count
Proposed product bundling & pricing optimization for AOV uplift

SQL Retail Analytics Cohort Analysis Loyalty Analysis

📊

Nov 2025

TokoBli — Campaign Evaluation & A/B Testing ↗

Evaluated "twin date" sales campaigns (10/10, 11/11, 12/12) for Indonesia's largest e-commerce platform and conducted A/B testing on a new product detail page to measure CVR impact.

Identified 11/11 as most efficient with 49.88 discount-to-revenue ratio
Validated 84,000 IDR transaction uplift via A/B test on 1,000 observations (p=0)
Cleaned 4,217 transaction records and removed outliers for data integrity
Men's Fashion identified as top-performing category across all campaigns

Python A/B Testing CVR Analysis Statistics E-commerce

📉

Oct 2025

Revoshion — End-to-End Structured Business Analysis ↗

Root cause analysis on a 13.6% profit decline in the Corporate segment of a fictional e-commerce brand, despite an overall 20.4% sales increase — investigating the "why" behind a KPI divergence.

Conducted RCA on 28.3% order growth to recover 13.6% in lost profit margins
Identified 7.5% Furniture profit decline; recommended pivot to Technology (+27.4% growth)
Proposed minimum order thresholds targeting 10% profit increase via reduced fulfillment costs

SQL Root Cause Analysis KPI Analysis Business Strategy

🏥

Mar 2026

Patient Flow Optimization — Wait Time & Service Quality Evaluation ↗

End-to-end BI analysis on 9,215 hospital patient records from RS Medika Data Nusantara, developed as the capstone assessment for BNSP Certified Data Analyst certification. Focused on identifying operational bottlenecks, service quality gaps, and demographic patterns to drive hospital efficiency.

Identified a critical patient surge at 23:00 (Midnight Peak) — an undetected operational blind spot requiring immediate shift restructuring
Diagnosed Unit Renal as the lowest satisfaction department (score: 2.4) among productive-age patients, triggering targeted audit recommendations
Cleaned 9,216 raw records using Python — removing impossible ages (-23, 260 yrs), typos ("Femaleemale"), and invalid race categories ("Amfibia/Reptilia")
Built a 360° BI Dashboard in Tableau covering demographics, admission flow, peak hours, and satisfaction heatmaps across 8 departments
Proposed 4 strategic recommendations targeting 20% wait time reduction and satisfaction score uplift to >7.5 within 6 months

Tableau Python Healthcare Analytics BI Dashboard Data Quality Data Cleaning BNSP Certified

Live Interactive Dashboard ↗

Paolo M.
Hernandez

Finance brain,
data toolkit.

Where I've worked.

Where I learned.

Data work that matters.

Credentials.

Let's work together.

Paolo M.Hernandez

Finance brain,data toolkit.

Where I've worked.

Where I learned.

Data work that matters.

Credentials.

Let's work together.

Paolo M.
Hernandez

Finance brain,
data toolkit.