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  • Writer's pictureThiago Assuncao de Faria

Eva Schreyer: An Analytics Leader and Hiker

Eva Schreyer's career in analytics is a narrative of unexpected turns, profound learning, and impactful leadership. With a background that intriguingly began far from the digital analytics sphere, Eva's initial foray into the world of numbers and data was more a twist of fate than a predetermined path. It all began in a role that was initially just a means to an end—a way to relocate to a city in Germany that had captured her heart. Little did she know this role would ignite a passion for analytics that would define her career.

Eva Schreyer smiling
Eva Schreyer

Today, Eva stands at the helm of the analytics and data engineering team at NEUGELB Studios in Berlin, a role that marries her analytical prowess and leadership acumen. At NEUGELB, she doesn't just analyze data... she shapes the future of mobile banking for Commerzbank, turning raw numbers into strategic insights that drive product adoption and feature development.


Q1) Can you share a bit about your background and your current role?

I actually didn't plan to end up in analytics - I come from Austria and, during an internship, fell in love with a city in Germany, so I decided to move there and was just looking for any job to allow me to move there. So, I got a Marketing Analyst job at a bigger company, fell in love with Analytics, and never looked back.

This was 17 or 18 years ago. With this company back then, I moved to Italy and the UK, and it was pretty amazing. Overall, I had various analytics roles since then. I worked as part of an analytics team and as a stand-alone analyst in big corporations, non-profits, and startups.

Almost 2 years ago I had the honour to become a team lead and enjoy this role very much.

I have worked at NEUGELB Studios in Berlin for a few months, leading the analytics and data engineering capacity there. NEUGELB builds the mobile banking app for Commerzbank, and my team analyses product adoption and feature development.

Q2) How did you first become interested in technology, and what led you to your current role?

Again, I think it was instead a happy accident that brought me into the analytics field, but I never regretted it.

I was always interested in technology, mainly from a nerdy point of view. I found it rather interesting to see what you can do with a few lines of code.

I am not coding much anymore, though - as a team manager, I focus on processes and setting the team up for success.

Q3) What main challenges have you faced in your career, and how have you overcome them?

I think there were many - I have never been the most technical person in the analytics field, and some roles require a very technical mindset. Adding my share through solid business understanding, stakeholder management, and process management helped me to be seen as valuable.

I worked in many settings where I was the only woman in the room - this is challenging on a whole different level. Luckily, I haven't had that challenge for a couple of years... the tech world has somewhat changed.

Q4) Who or what has been the most significant influence or support in your tech journey?

Actually - I know it sounds cheesy - one of the main supporters is my husband. We have a daughter, and if he would not radically do 50% of care work and other chores, I would need a lot of energy to fight for it.

I think this is sadly something that women still underestimate - if their partner does not see it as his obligation to do his fair share, he will not start doing it when kids are there or when there is a career in reach for the woman.

The other big influence was Ellen König! they saw potential in me when I didn't and trusted me to take over a team for the first time. They are an amazing manager, and I was very happy to work for them.

Q5) How have you seen diversity and inclusion evolve in the tech industry throughout your career?

I think I was mainly lucky, actually - I never had toxic managers, and I managed somehow (again, luck) to pick companies that didn't attract sexist or toxic people. But I know they are out there.

I have been called bossy in the past - luckily before I knew that the word is only meant for annoying women.

I think it improved over the last few years, but there is still much to do. Not enough people from minority backgrounds (be it women in certain tech areas, non-binary folks, or PoCs) choose tech careers. And because of that, it almost feels natural that if you get more male job applicants, you choose a man. It's quite easy to forget that you might have a bias in your hiring process.

Q6) How do you manage the work-life balance in the tech industry?

As I have never worked for hardcore tech companies, I have never faced the harsh working conditions that you hear about from Twitter or other companies.

It feels so outdated, and I truly believe people are more creative and productive when they have a good balance of work and private life.

Norway sunny landscape with snowy mountains in the back and a green tent.
Eva loves hiking... this was her first long distance hike in Norway a couple of years back.

Q7) What skills are most important in today's tech world?

I think soft skills and a thorough business understanding are what are most important for an analyst. I can't comment on other tech roles, but for analytics, I think what we sometimes underestimate is the business understanding needed to analyze a process, feature, or product thoroughly. In addition to this, I think process understanding is really important - there is so much room to get things done more efficiently.

I think with the rise of LLMs and their usage in various settings, coding will become less important as a skill - but understanding data and how they influence the business is still key.

Q8) Can you share a project or accomplishment you consider the most significant in your career?

I implemented (to a certain extent even successfully) self-serve analytics at my previous company. I am a big believer in self-serve analytics, but not for the usual reasons - I know it won't free up analyst's time or help you to get more work done with fewer analysts.

But in my experience it increases the data literacy of the company, and that leads to stakeholders that understand data and analytics better, making it easier for analysts to speak with them. And stakeholders will also come up with more relevant questions.

Q9) What are your future goals, and where do you see the tech industry heading in the next few years?

I want to stay in analytics, and I think leading teams is something I enjoy a lot and would love to get more experience in. So far, I don't miss coding. Maybe I will think differently in a couple of years, though!

Where is the tech industry heading - no idea, honestly. I just sit back and watch at the moment how tools like ChatGPT and others transform and shake industries and I am eagerly waiting for good responses to the biases that are shown in those tools. I think these tools can only be properly used when we address and fix those problems.

Q10) What advice would you give other women considering a tech career?

Find a support network! Either outside of your company but ideally within, where you can bounce ideas, validate situations, and reassure each other.

And for women thinking about what to study - I would recommend studying something technical. When there are no role models out there, we need to get role models ourselves.

Q11) Let's continue the flow... who would you like to read on the Lovelace Series?

Ellen König - I think they are an amazing manager and advocate for minorities in tech.

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