Katerina Paschali

Katerina Paschali is a Senior Digital Data Analyst with extensive experience in digital analytics and data-driven decision-making. Currently at Aviva since June 2025, Katerina continues to excel following the acquisition of Direct Line Group, where Katerina held the same title from June 2022 to May 2025. At Direct Line Group, Katerina contributed to trading and optimization initiatives using tools such as Adobe, Contentsquare, and Tableau, while also leading analytics efforts in a significant replatforming project. Previously, Katerina worked as a Digital Insight Analyst at Direct Line Group, analyzing customer journey data to enhance user experience and inform strategic decisions. Earlier roles include a Digital Data Analyst position at Baresquare, focusing on digital marketing analytics for multinational clients, and a Corporate HR Systems and Processes Working Student at Exyte, supporting HR project management and data analysis for key global projects. Katerina holds a Master of Science in International Business and Economics from the University of Hohenheim and a Bachelor of Science in Economics from the University of Macedonia.