🇪🇺 #275 - 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

🎬 CHAPTERS

00:00 What's Marshmallow ?

00:39 Ina's journey

02:48 #1 - recruitment & stack

10:23 #2 - better prioritization

15:34 #3 - self-service & AI analytics

21:55 #4 - AI project for customer support

27:06 Their main challenges

28:05 Their next steps

30:04 The resources she recommends

30:41 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

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