# πŸ‡ͺπŸ‡Ί #275 - Marshmallow: Building the data analytics team at a unicorn Page: https://stenobird.com/podcast/datagen-3403537/275-marshmallow-building-the-data-analytics-team-at-a-unicorn Text version: https://stenobird.com/podcast/datagen-3403537/275-marshmallow-building-the-data-analytics-team-at-a-unicorn.md Podcast: [DataGen](https://stenobird.com/podcast/datagen-3403537) Published: 2026-06-03T10:00:00+00:00 Episode link: https://shows.acast.com/data-gen/episodes/272-marshmallow-building-the-data-analytics-team-at-a-unico Audio file: https://sphinx.acast.com/p/open/s/5fa58959e64011214fbf140d/e/6a1ec03f9942b8f91f0d9da5/media.mp3 Processing state: not_requested JSON: https://stenobird.com/v1/public/podcasts/datagen-3403537/episodes/275-marshmallow-building-the-data-analytics-team-at-a-unicorn Duration seconds: 1941 ## Resource 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 : πŸ”₯ Her journey, from data analyst to director across startups and scale-ups πŸ”₯ How she structured a high-performing and standardized data team πŸ”₯ The KPI tree framework that was transformative to how they operate πŸ”₯ Their AI projects: AI analytics and customer support AI agent πŸ“š 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 πŸ‘‹ MORE DATA CONTENT? 1/ Follow me on LinkedIn here  πŸ€³ 2/ Sign up for the newsletter (summaries, events) here  πŸ’Œ 3/ Check out the podcast in video format on YouTube here  πŸ“Ή πŸŽ™ SUPPORT THE PODCAST FOR FREE 1/ Subscribe πŸ”” 2/ Leave a 5 stars review on Apple Podcasts here πŸ₯° HΓ©bergΓ© par Acast. Visitez acast.com/privacy pour plus d'informations. ## Actions - request_transcript: `POST https://stenobird.com/v1/public/podcasts/datagen-3403537/episodes/275-marshmallow-building-the-data-analytics-team-at-a-unicorn/transcription-requests` β€” Idempotently request low-priority transcript generation for this episode. - read_markdown: `GET https://stenobird.com/podcast/datagen-3403537/275-marshmallow-building-the-data-analytics-team-at-a-unicorn.md` β€” Read the agent-friendly Markdown representation of this episode resource. A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed. ## Transcript Full transcripts are not published on public pages unless there is a clear rights basis.