Lead experimentation and CRO across landing pages, PDPs, cart, checkout and post-purchase funnels. Design and analyze A/B and multivariate tests, own funnel analytics and dashboards, quantify test impact, and partner with UX, dev, marketing, and leadership to prioritize and implement site improvements on Shopify to drive measurable revenue growth.

Lead and scale companywide analytics for a DTC marketing business: own marketing measurement, financial forecasting, retention/LTV modeling, data architecture, reporting, and the analytics team. Set analytics strategy, oversee data engineering roadmap, build dashboards, apply statistical and ML methods, and translate insights into executive-level decisions.