Anabela Florência is part of a new generation of professionals bridging data science and marketing strategy. Currently pursuing a PhD in Information Management at NOVA IMS, she specializes in Data-Driven Marketing, combining strong technical skills with a results-oriented mindset. With an academic record marked by excellence—including an 18/20 GPA in her Master’s in Data-Driven Marketing—and international experience in analytics, business intelligence, and digital marketing, she stands out for her ability to apply analytical models to real business environments. At KPMG, she works as a Data Analyst, leveraging Power BI, DAX, and Microsoft Fabric to develop integrated data visualization, governance, and compliance solutions. Beyond her technical proficiency in tools like SPSS, SAS, Python, and R, Anabela has a solid grasp of frameworks such as CRISP-DM and DAMA-DMBOK, applied across sectors like banking, telecom, and insurance. She also works with SAP S/4HANA, Bizagi process modeling, and has led internal training initiatives to promote data literacy. Fluent in Portuguese and English, with intermediate French, she thrives in multicultural environments. Her PhD research focuses on the ethical and personalized use of data science in marketing, aiming to generate value both in academia and in business.