Leads full-funnel conversion rate optimization across digital properties and search channels. Designs and executes A/B, multivariate, and time-based experiments; analyzes performance amid market noise; and partners with SEO, content, product, and engineering teams. Uses Amplitude, Optimizely, analytics, and AI tools to improve user journeys and AI Search performance. Mentors junior team members and advises senior leadership on experimentation strategy and optimization opportunities.