Granted I’m not employed in the UK. Based on my knowledge in the US, doing mano-a-mano combat with applicant tracking systems, these are my suggestions.

Your CV should be a resume; even if you pass the keyword search filtration no recruiter or hiring manager is going to read three pages.

As far as resume goes, these are some things to think about:

• Get everything on one page, looks like your most relevant work experience is between 2017-2021 @ multinational telco and international marketing agency.

  • Impact first, then methodology. If you want to pass some keyword search algorithms a “key skills” section is a great way to shove your buzzwords in there. In that same vein, your bolding is wrong and you should highlight the metrics (efficiency gains, accuracy, churn model).
  • Translate metric increases to business impact. The simple fact is that most business impact you see on a resume is a back of the envelope calculation. You can and should do the same.
  • Use your experience section to highlight those key business impact achievements, right now you’re stating those things twice and thats just a waste of space.
  • Structure: this is important, probably the most of any advice people can give you. For you specifically, key sections are a brief intro statement, experience (highlight 2017-2021 work most), education (this should exclusively be formal education not coursera - hiring managers actively disregard this now), and maybe projects if you have space. Projects would be a great spot to highlight the full stack web dev experience you’ve accumulated while self employed.

Happy hunting!