Elly is currently a Director of Analytics at Motorway, the UK’s fastest growing used-car marketplace. In her role, Elly established the Analytics function at Motorway in 2024, and now leads teams across Marketing Analytics, Product Analytics and BI who assist stakeholders across Motorway in Marketing, Product and Operations to optimise their performance and encourage data-driven decision making. She also loves encouraging teams to lean into AI to supercharge our measurement stack and utilise semantic layers for improved Data Self-Serve, which has been a huge breakthrough in 2026. Following on from her PhD in Combined PET/MRI Preclinical Imaging, Elly joined Tesco initially as an Analyst in 2016 and built a team of data scientists and analysts specializing in forecasting demand for items on promotion across the UK, Ireland, Central Europe and Malaysia. Elly also spent over five years at Expedia Group and Hotels.com, optimising marketing channel analytics and leading on data strategy and enablement.