#8 - Marshmallow: Building the data analytics team at a unicorn

Ina Vaduvescu is director of analytics at Marshmallow, the UK-based unicorn that offers affordable car insurance for newcomers to the UK. The scaleup raised $90 million in 2025 at a $2 billion valuation. She leads a team of 12 analysts and has spent the past few years building and structuring the analytics function.We cover :🔥 Her journey, from data analyst to director across startups and scale-ups🔥 How she structured a high-performing and standardized data team🔥 The KPI tree framework that was transformative to how they operate🔥 Their AI projects: AI analytics and customer support AI agent📚 RESOURCES- Ina’s LinkedIn profile- The newsletter TLDR- Lenny's Podcast🎬 CHAPTERS00:00 What's Marshmallow ?00:39 Ina's journey02:48 #1 - recruitment & stack10:23 #2 - better prioritization15:34 #3 - self-service & AI analytics21:55 #4 - AI project for customer support27:06 Their main challenges28:05 Their next steps30:04 The resources she recommends30:41 Her career advice🤩 OTHER EPISODES YOU SHOULD LOVE#7 - Flix: Leveraging data to scale operations #5 - N26: Building and scaling the Data team for Marketing#2 - Deezer: How I restructured the Business Analytics team and made it more Business-Focused🎙 SUPPORT THE PODCAST FOR FREE1/ Subscribe 🔔2/ Leave a 5 stars review on Apple Podcasts here 🥰 Hosted on Acast. See acast.com/privacy for more information.