For International Women’s Day on March 8th, we’re proud to celebrate the incredible women in tech here at Adthena – starting with Sarah Timmins, our Principal Data Analyst, who’s approaching her five-year Adthenaversary!
Since joining as a Junior Analyst back in 2020, Sarah has been instrumental in transforming how we harness data, driving smarter insights, and shaping strategic decision-making. Her expertise has helped scale our processes, enhance search intelligence strategies, and empower teams with actionable analytics.
As part of our spotlight on women in tech, Sarah shares her journey into data science, her challenges, and the key lessons she’s learned over the years.
What sparked your interest in data analytics? Was there a moment when you knew this was the right path for you?
Sarah: I’ve always loved numbers, logic, and order – they’ve been the foundation of most things in my life. A key moment that really drew me to data analytics was when I was working on a project to support the testing and implementation of a newly developed system. At the time, I had no formal knowledge of database schemas, but I instinctively started drawing one out because I could see the relationships between different objects. It just felt natural to organise the data and analyse it to answer the questions I had. That moment sparked my interest in data, and from there, I started diving deeper into the field, learning how data can drive insights and decision-making
You’ve been at Adthena for five years now – what a milestone! How has your role evolved, and what have been some of the biggest challenges or breakthroughs along the way?
Sarah: I started as a Junior Analyst at Adthena five years ago – on the first day of lockdown! Since then, both the BI team and I have evolved, adopting new tools and better ways of providing insights. Over time, my role has shifted from just analysing data to shaping strategy and leading projects that drive broader business impact.
One of the biggest challenges has been scaling our processes to match the company’s growth. Early on, a lot of our work was manual, but as we expanded, we had to rethink how we structured and automated things. That challenge led to one of my biggest breakthroughs – building systems that make our insights more efficient, accurate, and aligned with business goals. It’s been really rewarding to see how those improvements have helped teams make smarter decisions.
Looking back, what’s one piece of advice you’d give to someone wanting to break into data analytics?
Sarah: One piece of advice I wish I’d had when starting out is to:
“Always question assumptions – both your own and other people’s”
In data analytics and tech, it’s easy to get caught up in thinking you know the ‘right’ answer or approach, but the best solutions often come from challenging assumptions and looking at problems from different angles.
At Adthena, we live by four values: Get Shit Done, Freedom with Responsibility, Deliver Remarkable Quality, and Smart & Always Improving. Which one resonates with you the most?
Sarah: Get Shit Done” resonates with me the most because I get a real sense of achievement from ticking things off a to-do list. I don’t usually get stressed by the volume of work – what matters to me is having a clear path for getting it all done. I actually enjoy the complexity of bigger tasks or projects and breaking them down into smaller, achievable pieces. Once I’ve got the plan, it’s headphones on, head down, and just getting it done.
What’s one skill or mindset shift that has been crucial to your success in tech?
Sarah: One skill that has been crucial to my success in tech is my ability to quickly pick up new tools and understand how they work. I can think of several times in my career where this has made a significant impact.
The mindset shift that has come with this is that, when I was younger, I lacked confidence in my ability to figure things out without instruction. Now, I have more confidence in both my own abilities and in the capabilities of the people around me to tackle challenges and get things done – even when we’re learning something new on the fly.
What’s one surprising skill or hobby you have that people might not expect?
Sarah: One of my favourite places in the world is an empty theatre auditorium. During university, I had the opportunity to work with the Royal Shakespeare Company on lighting designs and ended up making some lifelong friends. Since then, I’ve done stage management, photography, and even performed piano for Matilda the Musical – basically, anything where I can contribute behind the scenes without being the centre of attention!
When you’re not deep in data, where’s your favorite place to travel?
Sarah: Anywhere where the only straight line is the sunlight – preferably along a coastal path, camera in hand, with a decent pub waiting at the finish.
If you could have dinner with anyone, living or dead, real or fictional, who would it be?
Sarah: My younger self. I’d share the most valuable lessons I’ve learned (if any) hoping she’d carry them forward. Hopefully, she’d take that wisdom, grow from it, and eventually get the chance to have dinner with someone truly historic. That way, each version of me would pass on even greater wisdom to the next, creating a continuous cycle of learning and growth.
Celebrating Women in Tech at Adthena
Sarah’s journey is just one example of the incredible talent and innovation driving Adthena forward. We’re proud to foster a culture where curiosity, collaboration, and continuous improvement thrive. Learn more about Adthena culture.
