Sarah Baker Perfumes
Sarah Baker Perfumes is an award-winning independent fragrance brand based in London, operating across wholesale and direct-to-consumer channels in 33 countries. The founder and CEO is also an internationally exhibited contemporary artist, so brand identity, product launches, and trade exhibits regularly cross the line between art and commerce.
I'm the brand's sole data and reporting lead — which in practice means I'm the person who makes the numbers make sense. I built the core data infrastructure from startup through global expansion. When I came on, the sales data lived across three platforms (Xero, Shopify, Wix) with duplicate records, date-format errors, and channel data that didn't match up. I designed a master data architecture that resolved those issues and built a standardized reporting suite covering SKU performance, sell-through, channel mix, and regional revenue across 67 wholesale accounts in 7 regions and 4 direct-to-consumer markets.
More recently, I shipped a live, interactive sales dashboard using Claude Cowork that replaced a cycle of ad-hoc spreadsheet requests with always-available business intelligence. The CEO now uses it for real-time performance monitoring at trade shows and stakeholder meetings, with filtered views across all channels, regions, and SKUs.
Month to month, I manage product metadata and SKU schema across all channels, run data reconciliation with currency conversion and multi-source validation, and deliver the executive presentations and financial projections that inform the brand's growth strategy — including identifying distributor concentration risk that shaped the U.S. market expansion plan.
