Bridging the Gap
Between Strategy
and Execution.
In a landscape saturated with generic "optimization," I provide the clinical precision required to turn raw data into durable business growth.
Cross-functional expertise that scales.
My approach is rooted in the belief that experimentation is not a siloed task, but a thread that must weave through the entire product lifecycle. With a background spanning UX research, deep analytics, and front-end engineering, I sit at the intersection of what is desirable, what is measurable, and what is possible.
Since 2021 I have been refining a workflow that eliminates friction between stakeholders. By speaking the language of designers, developers, and executives simultaneously, I ensure that strategic insights don't just sit in a slide deck — they manifest in the product.
Clients partner with me not just for the data I produce, but for the senior judgment I bring to every decision. It's about knowing which experiments are worth running and, more importantly, which ones are not.
Away from the data I draw, design and run a D&D table; that side of me lives on my personal site.
A clinical breakdown of skills.
Experimentation
Hypothesis engineering, A/B/n testing and personalisation strategy, and statistical validation frameworks — built into quality roadmaps prioritised by RICE scoring for high-velocity growth teams.
UX Research
Moderated studies, unmoderated tasks on look-alike panels, and live site intercepts — synthesised into actionable insight using tools like UserTesting, Medallia, and Maze.
Analytics
Custom tracking implementations, customer attribution, and revenue impact modelling — including a systematic process for defining MDE, time-to-significance estimates based on traffic throughput and segment reach, and conversion rate baselines for experiment setup.
Implementation
HTML, CSS, JavaScript, and React proficiency for building and deploying experiments end-to-end — including API integrations and hands-on platform work across Optimizely, VWO, and similar experimentation tools.
How I Collaborate.
I don't operate as a distant vendor. I embed into your workflow as a senior strategic partner, ensuring alignment at every stage.
The difference I offer: Clinically structured data collection and evidence-based judgment that turns insights into action plans with true business impact.
Embedded Integration
I integrate directly into your workflow — joining stand-ups, aligning with your product roadmap, and maintaining total transparency and friction-free communication at every stage.
Evidence-Led Remapping
I prioritise recommendations using RICE (Reach, Impact, Confidence, Effort) frameworks, grounded in practical experience. Every recommendation is backed by clinical hypotheses and a measurable outcome.
Experimentation Workflow Design
I design experimentation workflows custom to the business — building scalable, repeatable processes and integrating AI and agent-supported tooling where it meaningfully accelerates velocity and decision quality.
Practical Knowledge Transfer
My goal is to eventually make myself obsolete. I document processes and train internal teams so that experimentation becomes a core capability of your organization.