Business Intelligence Engineer II · Amazon

Building scalable data products and operational systems that turn complexity into clarity.

I operate between engineering, analytics, product thinking, and business strategy—designing systems that help teams make better decisions and move with confidence.

  • Data products
  • Operational systems
  • Analytics engineering
  • Cross-functional strategy
Martin Tulala
01

Systems thinking

02

Operational scale

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Selected systems

Products built for decisions,
not decoration.

Generalized case studies that show how I frame ambiguous problems, build durable systems, and align teams around measurable outcomes.

01

Global attribution

Source-of-truth platform

Worldwide Concessions Attribution

Global

Problem

Teams needed a consistent way to categorize concessions while accounting for dependencies and tradeoffs across business units.

System

An established attribution framework transitioned from its original team into a new shared ownership model.

Contribution

Stewarding the transition and ongoing ownership with two EU partners through Scrum leadership, quarterly releases, data development, and cross-business alignment.

Operational signalsValidate & modelAttribution logicDecision systems
  • Spark SQL
  • Redshift
  • AWS
  • Scrum
  • Release strategy
02

Operational intelligence

Dashboard portfolio

Operator Decision Frameworks

800 weekly users

Problem

Operators needed a shared view of concession behavior without exposing sensitive internal definitions or creating competing narratives.

System

A portfolio of operator-facing products that makes complex patterns explorable and creates a common language across businesses.

Outcome

One product averages 800 active weekly views and has supported targeted 5–10% reductions in specific delivery behavior buckets.

Adoption over time
  • QuickSight
  • Analytics engineering
  • Product ownership
  • Cross-business insights
03

Scalable analytics

Reporting ecosystem

Concessions & Cost Analytics

End-to-end

Problem

Scattered data and manual analysis slowed the path from operational signal to confident action.

System

Reusable data models, automated pipelines, and reporting frameworks designed around the decisions teams actually make.

Approach

Work backwards from the customer, automate repeatable analysis, document the system, and build for self-service.

IngestTransformQuality checksSelf-service
  • SQL
  • Python
  • ETL
  • Data modeling
  • Documentation

Impact stories

Complex problems.
Clearer outcomes.

Short examples of how I investigate ambiguity, align organizations, and turn operational problems into durable mechanisms.

01

Defect Attribution Ownership Transition

Problem

A business-critical attribution platform needed to transition from its original team without disrupting reporting or losing institutional knowledge.

Approach

Partnered with two colleagues in Europe to assume shared ownership, understand existing logic and dependencies, and establish repeatable release governance.

Outcome

  • Preserved continuity for a trusted source of truth
  • Established cross-regional ownership
  • Supported ongoing quarterly releases
  • Improved long-term maintainability
  • Data Engineering
  • Product Thinking
  • Stakeholder Management
02

ONR Root Cause Investigation

Problem

Operational metrics indicated significant opportunity, but the underlying driver was unknown.

Approach

Performed a deep root cause analysis across multiple datasets until the actual issue was isolated.

Outcome

  • Identified an issue affecting approximately 3.9 million operational units
  • Enabled targeted corrective action
  • Improved executive visibility
  • Root Cause Analysis
  • SQL
  • Analytics
03

Planning Dependency Alignment

Problem

Product planning became misaligned because upstream dependencies no longer reflected the current roadmap.

Approach

Validated assumptions, mapped ownership, and aligned stakeholders before implementation began.

Outcome

  • Prevented downstream rework
  • Reduced delivery risk
  • Restored planning alignment
  • Product Thinking
  • Leadership
  • Stakeholder Management
04

Release Governance

Problem

Development work entered through inconsistent processes, making priorities and commitments difficult to manage.

Approach

Introduced structured intake, standardized release tracking, and repeatable sprint planning.

Outcome

  • Improved delivery visibility
  • Increased stakeholder alignment
  • Reduced planning ambiguity
  • Process Design
  • Scrum
  • Leadership
05

Legacy Pipeline Simplification

Problem

A legacy pipeline processed billions of rows through 35+ transforms and 35+ table loads. The roughly 70-job workflow took hours, cost more than necessary, and created frequent failure points.

Approach

After optimizing the existing system, determined that a fit-for-purpose rebuild with less granularity could provide the same decision value. Re-architected the workflow around Spark SQL, two load jobs, and a final ETLM transform/load.

Outcome

  • Reduced the pipeline from roughly 70 jobs to 6
  • Cut total runtime to under one hour
  • Reduced failure points and operational overhead
  • Enabled five core businesses to identify where inventory was dwelling in the supply chain through QuickSight
  • Spark SQL
  • ETLM
  • QuickSight
  • Data Architecture
  • Cost Optimization
06

Executive Analytics

Problem

Reporting was fragmented across more than seven business units, with gaps in coverage and a manual collection process that consumed an entire day.

Approach

Led working sessions with each business to identify reporting gaps, source systems, and ownership. Partnered with their engineers to connect business-owned pipelines into a unified dataset covering two core metric groups and six supporting metrics per group.

Outcome

  • Reduced data collection from a full day to under 30 minutes
  • Unified reporting across 7+ businesses
  • Preserved each business pipeline as its source of truth
  • Standardized two core metric groups and their supporting measures
  • Business Intelligence
  • Data Pipelines
  • Stakeholder Alignment
  • Metric Design

Career story

Increasing responsibility.
Increasing scope.

A journey from the fulfillment floor to building global business intelligence systems—shaped by curiosity, ownership, and continuous learning.

2014 → Today

Built from the operation up.

Each role added a new layer: operational judgment, analytical depth, program ownership, product thinking, and technical leadership.

L1L3L4L5
  1. Business Intelligence Engineer II

    L5 · BNA12, Nashville

    Engineering scalable data products and leading global attribution releases.
  2. Business Analyst II

    L5 · BNA12, Nashville

    Expanded product ownership and business intelligence scope.
  3. Business Analyst II Promoted to L5

    L5 · DNY1

    Advanced through measurable ownership, influence, and delivery.
  4. Business Analyst I

    L4 · DNY1

  5. Program Manager, OTR ACES

    L4 · DEW2

    Connected operational strategy, process improvement, and program execution.
  6. ICQA Program Developer

    L4 · Virtual NJ

  7. ICQA Data & Reporting Analyst Promoted to L4

    L4 · LGA7, Carteret

    Built reporting systems that moved analysis closer to action.
  8. Data Analyst

    L3 · LGA7, Carteret

  9. ISS Representative Promoted to L3

    L3 · EWR4

  10. Fulfillment Associate

    L1 · EWR4, Robbinsville

    Started closest to the customer and learned operations from the ground up.
12Years at Amazon
$100M+Estimated operational impact
30+Stakeholders aligned
70%+Product adoption
GlobalPrograms supported
L1 → L5Career progression

Leadership through influence

Leadership is creating clarity when the path is ambiguous—and building the alignment that turns a good idea into a durable system.
01

Define the problem

Turn scattered signals into a shared problem statement, explicit constraints, and a decision-ready direction.

02

Create alignment

Connect technical and business perspectives, surface tradeoffs, and build commitment across organizations.

03

Build the mechanism

Translate intent into processes, roadmaps, documentation, and systems that keep working after the meeting ends.

04

Raise the standard

Use data, customer context, and operational judgment to improve quality while helping others make better decisions.

Capabilities

Depth where it matters.
Curiosity everywhere else.

A practical toolkit built around solving real operational problems—not collecting badges.

Data engineering

Build reliable foundations.

  • SQL
  • Spark SQL
  • Python
  • ETL / ETLM
  • Redshift
  • Athena
  • S3
  • DynamoDB
  • Glue
  • Lambda
  • IAM
Business intelligence

Make complexity explorable.

  • QuickSight
  • Tableau
  • Analytics engineering
  • Data modeling
  • Excel
  • Google Sheets
  • Operational reporting
Leadership & product

Move teams from idea to adoption.

  • Product thinking
  • Roadmapping
  • Stakeholder alignment
  • Technical strategy
  • Process improvement
  • Scrum
  • Flowcharts
  • Documentation
AI-assisted development

Learn and build continuously.

  • Codex
  • ChatGPT
  • Claude
  • Kiro
  • GitHub Copilot
  • Prompt engineering
  • Agentic workflows
  • MCP
Languages & formats

Communicate with systems and people.

  • Python
  • TypeScript
  • JavaScript
  • SQL
  • HTML
  • CSS
  • Markdown
Modern development

Turn ideas into working tools.

  • Flask
  • React
  • REST APIs
  • GitHub
  • CI/CD
  • Docker

Current focus

What I’m exploring now.

01

BI engineering

Scalable, governed products that support real operational decisions.

02

AI-assisted building

Using modern tools to shorten the distance between an idea and a working product.

03

System design

Designing clearer interfaces between data, people, and business processes.

04

Home lab projects

Learning by building web apps, automations, and useful experiments.

Outside the system

Curious by default.

I’m at my best when I’m learning, building, and improving something. Away from work, that might mean training, gardening, hiking with Loki, experimenting with home automation, or turning a small idea into a web app.

FitnessGardeningHikingLokiTechnologyHome automationWeb appsAI development
Loki, Martin's black Labrador
LokiChief trail and quality-control officer.

This site is a project, too

Built to learn. Shipped to improve.

This portfolio is intentionally lightweight: hand-built HTML, CSS, and JavaScript; versioned on GitHub; deployed through AWS Amplify; and iterated with Codex-assisted workflows.

  • Semantic HTML
  • Modern CSS
  • JavaScript
  • GitHub
  • AWS Amplify
  • Codex

Start a conversation

Have an ambiguous problem worth solving?

I’m open to thoughtful conversations about business intelligence, operational systems, data products, and roles where technical depth meets business strategy.

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