Business Challenge

Testing and optimization efforts were inconsistent, ad hoc, and difficult to scale. Teams lacked a shared framework for experimentation, resulting in slow learning cycles and limited insight reuse.

My Role

Program lead responsible for designing, launching, and operationalizing experimentation across marketing platforms.

Approach (End to End)

• Defined experimentation principles, governance, and success criteria

• Designed a scalable test-and-learn framework applicable across platforms and teams

• Partnered with analytics and data teams to align measurement and reporting

• Prioritized experiments based on business impact and feasibility

• Synthesized results into clear insights and recommendations for leadership

• Embedded experimentation into ongoing operating rhythms

Results

• Faster, more consistent experimentation cycles

• Improved decision quality through insight-driven execution

• Increased confidence in data-informed optimization across teams