We agreed on the numbers at Stylepit
Focus Numbers people disagreed aboutWork I rebuilt the old data setupUse Figures the company could use
I started in marketing. I got used to learning a business's data before anything else. At Stylepit, I rebuilt an old data setup while the company worked to get back to profit.
It was my first big data project and my first time leading a data team. I had to learn the old systems and write code the business could rely on.
People disagreed about what the numbers meant. We got to figures the company could use.
Demand guided The Vintage Bar's buying
Focus Demand inside and outside our shopWork I built the data setup from scratchUse Planning campaigns and choosing new stock
I was The Vintage Bar's first data person. The business sold its own stock and ran a marketplace. Everything was secondhand, so each item was unique.
I built the data and reporting setup from the ground up. We tracked how fast our own items sold. We also used signals from the market to judge demand beyond our own shop.
We used what we learned to plan campaigns and choose new stock. It also helped us write about what people wanted to buy. Then The Vintage Bar was sold to Miinto, and I went on to Miinto.
Miinto steers by one set of numbers
Focus Expected earnings with returns taken into accountWork We rebuilt the setup and defined the figuresUse Every part of the business
I took over reports that were slow or broken. The same number came in several versions, with nothing written down. My team and I agreed on what to steer by and wrote each meaning in the metrics book.
One choice was how to read a sale when the item came back: on the day of the order, or the day of the return. There isn't one right rule, but it has to be written down. Over my four years there, we rebuilt the data and worked out what Miinto expects to earn on each item and order, with expected returns taken into account. That figure helped set the ad budget. Every part of Miinto uses the data setup I built with my team.
Once we got the return estimates right, the numbers matched the books very closely. Checks in the data catch problems, but not all of them. Systems change, and the setup can break when they do. Getting people to change how they'd read the numbers for years took longer than I'd expected.
Teams at Miinto build tools themselves
Focus Helping teams build their own toolsWork Tools for marketing, pricing, finance and moreUse Teams building tools and automating their work
In early 2026, AI could write code we could use. I moved my focus to tools on the shared data. I built the first tools myself to show how it's done, including Marketing Intelligence for ad budgets, dynamic pricing and finance tools for month end.
Then I set up the base so each team can build tools and automate their own work. The setup checks who's asking and shows only what they're allowed to see.
Building tools is now part of their work at Miinto.
Enum Studio connects numbers across channels
Focus Profit across stores, webshops, wholesale and marketplacesWork Your finance team and I define profitUse Reports and tools for your decisions
I started Enum Studio in August 2026 for businesses selling through stores, their webshop, wholesale and marketplaces. You may know what the company earns each month and still struggle to see which part is earning it.
I start with the figure you need for a decision. That might mean joining a till basket to its costs or reading a wholesale delivery beside the returns. I agree with your finance team on how to count profit, then build reports or tools so you can use it.