Digital Women Awards 2025 Winner: Lucia Dello

Introducing Digital Women Award 2025 Winner

Lucia Dello: Data Specialist of the Year 2025

Each finalist in the Data Specialist of the Year showed outstanding expertise in turning raw data into actionable insight, driving smarter decisions and measurable impact for their organisations and clients. Meet our worthy winner, Lucia Dello.

Tell us a bit about yourself.
I'm an award-winning data analyst specialising in eCommerce profitability and financial performance. Over the years, I've transformed complex data into actionable insights for more than 25 brands, ranging from female-founded startups to enterprises turning over £50million+.

What truly drives me is translating messy business problems into clean reports and actionable insights. I love being the bridge between "we think this is happening" and "here's what's actually happening, and here's what we should do about it".

After nearly three decades in the field, I'm genuinely still not bored of data – if anything, eCommerce keeps throwing up new challenges that keep me engaged and excited about the work.

What does winning this award mean to you?
Winning this award means a great deal to me on several levels. After working independently for so long, it's meaningful external recognition that validates the path I've chosen. Much of my work happens behind the scenes, so this public acknowledgement feels particularly significant.

I'd be lying if I said imposter syndrome doesn't still creep in, even after nearly three decades in data. This award is a powerful reminder that expertise, experience, and doing things differently truly matter. It's recognition not just of what I do, but of how I approach it.

Beyond personal validation, this award raises the profile of eCommerce analytics as a specialist discipline and positions me as an established voice in my niche. It marks a milestone in my journey from being a newcomer to a thought leader – someone who takes initiative rather than waits to be asked. It also gives me a platform to champion other women in data and analytics, and to continue building the community connections that have become so important to my work.

Most importantly, it's fuel to keep pushing boundaries, stay curious, and take on new challenges. It reinforces that adaptability and continuous learning – the things I advise others to embrace – genuinely pay off.

What career achievement are you most proud of? 
The career achievement I'm most proud of is a research project I led from Winter 2024 to Summer 2025.
I wanted to generate my own piece of work and establish myself as a thought leader. I took control of the narrative and proactively approached peers and people I looked up to. I carefully planned my questions, recorded and transcribed calls, and organised everything into a structured format with clear headers and sections. The final result was impressive: 30,000 words across 36 pages, drawn from 7 hours of recordings. I sought help from a designer to create campaign lists, worked with a videographer to produce a launch video, and planned and ran 10 themed webinars with my experts.

The response was fantastic. Beyond creating a valuable lead magnet, I built an expert community and introduced contributors to one another, fostering meaningful connections. This project taught me the power of taking initiative and the impact of bringing people together around shared expertise.

What impact have you seen from your work? 
The impact of my work has been threefold:

• Profile: I've raised my profile from being a newcomer to becoming an established voice in eCommerce analytics. I'm now recognised at industry events, have won an award, and have been invited to serve as an award judge.
• Shared Knowledge: By promoting eCommerce analytics more broadly, I've sparked inspiration and enthusiasm within the community. The project has generated better ideas and new conversations, whilst also deepening my own understanding of the field.
• Community: I've made valuable new connections and strengthened existing relationships. The conversations I've started have led to education and inspiration across the community. Several of the experts involved are now collaborating with one another, and they've asked me to run the project again.

What’s the biggest lesson you’ve had to learn, and how did you grow from it?
Over the past two years, the biggest lesson I've learned is to push myself outside my comfort zone and take ownership of my growth. I realised I needed to advocate for myself rather than waiting for others to recognise my potential. With encouragement from coaches and mentors, I challenged myself with uncomfortable situations, and interestingly, the experiences I've enjoyed most have also been the hardest.

Through this process, I've grown in several ways. I've become more resilient, understanding that not everything will be a success. I've learned to handle rejection, become less of a perfectionist, and judge myself by my efforts rather than just results. Most importantly, I've discovered that taking one opportunity often leads to the next, so I've stopped overthinking and started taking action.

What’s one thing people might be surprised to learn about you? 
I recently discovered an unexpected way to switch off from my usually fast-paced work life – 1,000-piece jigsaws. It might seem at odds with my drive to constantly push myself, but the methodical, screen-free focus has been surprisingly effective at helping me reset and recharge.

What advice would you give to the next wave of Digital Women.
My advice to the next wave of Digital Women is to find the communities that give you support and allow you to navigate the world of work in a way that's true to your values. Use LinkedIn and real-life events to build and strengthen your network, and don't hesitate to ask for support, help, and guidance from people you trust.

AI presents a tremendous opportunity and is changing the way we all work, regardless of age or experience level. Adopt a flexible, adaptable growth mindset, constantly educate yourself, and focus on building solid foundations. Most importantly, don't turn down new opportunities simply because they feel scary – some of the best growth happens outside your comfort zone.