A career built aroundmeasurable growth.

Leading web and app CRO strategy, connecting experimentation with commercial objectives and product initiatives.

• Introducing AI-assisted prototyping, QA and reporting into the experimentation workflow.
• Mentoring junior team members across reporting and experimentation tooling.

Owned the eCommerce optimisation roadmap across 22 European countries, focused on conversion, customer lifetime value and revenue.

• Delivered a 7.3% conversion uplift through a high-impact test launched within two weeks of joining.
• Shortened the purchase funnel for 1.2m+ weekly visitors, producing a 4.4% conversion uplift.

Worked within Global Streaming Product across 5 countries and multiple propositions and checkout journeys.

• Led optimisation of guided selling, post-purchase streaming and payment journeys.
• Created an onboarding optimisation plan that reduced 30-day entertainment-membership churn by 47%.

Used analytics, customer insight and experimentation to identify product and commercial opportunities in the UK property market.

• Identified a cross-sell opportunity associated with £16.8m in property valuations within 30 days.
• Expanded Google Analytics event tracking and reporting across the product organisation.

Combined qualitative research and behavioural data to improve key customer funnels for UK property seekers and estate agents.

• Reduced return rate in a form area by half and saved users 53 seconds on average.
• Led analytics event tracking implementation across B2B, B2C, web and app.