I lead conversion optimization programs, and then I earn an organization’s shift from opinion-based to evidence-based decisions.

I improved conversion optimization and testing at a 100-person marketing team inside an enterprise life sciences platform. The team had strong traffic analysis and an analytical culture. What it lacked was the behavioral layer: the data and testing discipline to settle which design or message worked. I was hired to lead that effort and earn the organization’s trust in it.

I led the infrastructure work that made testing possible: a single behavioral data source, conversion events documented against the sales journey, and Data Studio (formerly Looker Studio) reporting non-technical stakeholders could read. I introduced heatmapping and a success measure I call the effective fold: the point where half a page’s traffic drops off. Then I stood up the organization’s first structured experimentation program: hypothesis intake, ICE prioritization (Impact, Confidence, Ease), a shared results repository, and a quarterly testing rhythm. Leading this work meant coordinating across teams that did not report to me — earning alignment through trust, not authority.

For each test I designed the experiment, sized the reach and runtime, set the analysis, and directed developers, designers, and copywriters to build and launch it. A cross-functional team produced a 40 percent increase in traffic to a key program through a full-page restructure. The result I am proudest of is the shift itself: an organization that settled questions by debate began settling them by evidence. It changed how people asked for work, from ‘how do we get more clicks?’ to ‘I need to increase this number, how do we do that?’

I also connected website conversion ratios to Salesforce pipeline data in a Google Sheets model, so leadership could work backward from any opportunity target to the traffic required. It worked because the Salesforce team trusted me and treated me as their analytics resource.

Before life sciences, I kept a software company’s website alive as its only revenue channel through the pandemic, running the acquisition analysis behind what to protect and cut.

I work in English and Spanish. I am available for CRO, Experimentation, and Web Analytics leadership roles, Manager through Head-of, remote or hybrid, New York metro area.