I build 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 build that layer and teach the organization to trust it.

I established a single behavioral data source, documented conversion events against the sales journey, and built Data Studio (formerly Looker Studio) reporting that non-technical stakeholders could read. I added Lucky Orange heatmapping and a success measure I call the effective fold: the point where half a page’s traffic drops off. Then I built the organization’s first structured experimentation program: hypothesis intake, ICE prioritization (Impact, Confidence, Ease), a shared results repository, and a quarterly testing rhythm.

For each test I designed the experiment, sized the reach and runtime, set the analysis, then directed developers, designers, and copywriters to build and launch it. One full-page restructure produced a 40 percent increase in traffic to a key program. 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 built a traffic-to-revenue model in Google Sheets, combining website conversion ratios with manual Salesforce reporting, so leadership could work backward from a target number of opportunities to the traffic needed. It worked because the team that owned Salesforce trusted me, shared their reporting, 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.