🇪🇺 #275 - Marshmallow: Building the data analytics team at a unicorn

Épisode de DataGen par Robin Conquet · 3 juin 2026 · 32 min

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

👋 MORE DATA CONTENT?

1/ Follow me on LinkedIn here 🤳

2/ Sign up for the newsletter (summaries, events) here 💌

3/ Check out the podcast in video format on YouTube here 📹

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DataGen est un podcast qui permet de comprendre les stratégies data des plus belles boîtes en France. Je m'appelle Robin Conquet et chaque semaine j'invite un expert de la data pour décrypter ses problématiques. BlaBlaCar, Doctolib, Pernod Ricard, Deezer et bien d'autres, dans ce podcast, tu…

DataGen

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