Building the Data Team at Sinch (myElefant)
From zero data infrastructure to doubling gross profit three years running
Impact
100% YoY gross profit growth · €500k annual GP from data products · 8x faster analysis
The problem
myElefant had no data team, no analytics infrastructure, and no single source of truth. Leadership decisions were made without data, customer reporting was manual and slow, and the marketing and CRM functions had no automation, which limited the startup's ability to scale.
The approach
Built the Data and Analytics function from the ground up, hiring and mentoring analysts, architecting an end-to-end data ecosystem (PostgreSQL, Python, Power BI), and implementing the first company-wide CRM. Engineered the marketing automation engine that scaled lead generation. Pioneered the startup's first data-driven products and services for customer delivery. Re-engineered campaign analytics to cut turnaround from a full day to under an hour.
The outcome
Gross profit doubled every year for three consecutive years. 100% self-service dashboard adoption across the company. €500k annual GP generated from data products and services. 90% of inbound leads driven by the marketing automation engine. 30+ daily users across 5 teams using the CRM. 8x faster campaign analysis turnaround.