Senior Data Analyst / Commercial Analyst
Melbourne-based analytics, data products and applied AI grounded in 10+ years of commercial experience.
Commercial Analyst in Melbourne.
Discuss a commercial questionJoseph Saba is a Melbourne-based Commercial Analyst with more than 10 years of experience diagnosing performance across FMCG, retail, customers, categories and product ranges.
Find the commercial driver, not just the movement.
A sales number is the start of the analysis. The useful work is separating distribution, rate of sale, price, product mix, customer behaviour and market context, then turning that diagnosis into a recommendation people can act on.
Capabilities / 02
What I bring to a commercial analyst role
- Performance diagnosisSeparate distribution, rate of sale, pricing, mix and customer effects to explain what changed.
- FMCG and retail evidenceWork across scan, panel, customer, product and market datasets without treating one source as the whole answer.
- Category and range analysisIdentify product opportunities, quantify risks and build a clear case for commercial action.
- Decision communicationTurn complex evidence into concise recommendations for sales, marketing, operations and leadership.
- Reporting systemsBuild dashboards and recurring analysis that help teams monitor the drivers after the recommendation is made.
Selected evidence04 / Commercial analyses
How three datasets reversed a 48% product decline
A product recovery case study connecting sales, consumer and market evidence to a commercial recommendation.
Read analysis ⟶Diagnosing sales, customers and product performanceA structured way to separate symptoms from the commercial drivers that can actually be acted on.
Read analysis ⟶A sales decline is not a diagnosisWhy rate of sale, distribution, product mix and customer behaviour need to be separated before action.
Read analysis ⟶What's actually driving Lego's growth?A range and pricing analysis combining product mix, premiumisation and market context.
Read analysis ⟶Melbourne / Available for the right role or brief
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