Cloudflare’s first 1-to-many Web personalization lead. Established strategy and scaled program from zero. Initiated pilot programs targeting multiple, new Enterprise audience personas. Focus is on delivering tailored content to visitors, measured by impact on site engagement and conversion.

• Defined personas and behavioral criteria

• Developed personalization strategy & maintain roadmap

• Drive programs targeting visitor firmographic, technographic, behavioral, and geographical dimensions

• Developed technological requirements to enable program scaling

• Designed, setup, QA, launch, analyze and report A/B/n tests

• Lead collaborative cross-functional teams throughout programs

Digital Marketing | SEO | Media | Experiences

Boutique marketing agency for the inspired. Advising on Demand Gen and growth strategies and tactics for early & stealth startups.

Delivered significant increases to site visitor volume & conversions to Sales Qualified Leads (SQLs) through Organic Search and Experimentation efforts for B2B Enterprise Analytics startup (Series C).

Key Achievements: Programs resulted in a +17% increase in Leads Generated in 2022, and exceeded quarterly and annual channel SQL targets by +130% in 2H FY23.

• Web Optimization Lead. Established and led the cross-channel optimization program and experimentation roadmap. Successfully led and validated data-backed, iterative hypothesis-based experiments on top Landing pages. Leveraged visitor intent and purchase-stage data to serve just-in-time relevant experiences, resulting in increased engagement (+20%) and Form CVR (+3%).

• Organic Search Channel Lead. Managed SEO and partner agency to deliver keyword research and content recommendations. Collaborated across functions (Content, PMM, UX, etc.) and leveraged AI/LLM to create keyword-based content. Led Technical SEO; maintained >95% site Health Score post-site migration/launch.

• Website Publishing. Led standup meetings, prioritized, processed & delegated data-backed and strategic requests. Hands-on management of Webflow CMS. Owned relationship with Web agency.

Established and led the first Web Marketing Experimentation and Personalization programs for Splunk. Drove A/B/n, MVT, Multi-arm Bandit testing and Personalization programs. Owned Optimization roadmap.

Key Achievements: Improved Form Conversion Rate by 16% in 2019 and an additional 10% average increase from experimentation in 2020. Led an Account-Based Marketing (ABM) pilot resulting in +147% lift in site visits and +49% lift in Leads Generated from targeted accounts, resulting in being selected as a featured speaker at the 2021 Forrester B2B Summit.

• Recommended, implemented, analyzed and validated all Web experiments, delivering business insight and significant conversion rate increases.

• Led Splunk’s first 1-to-many Personalization programs and developed personalization strategy, resulting in significant improvement in site engagement (e.g. 21% decrease in Bounce rate)

• Piloted Splunk’s first Multi-arm bandit experiments, resulting in significant lifts in site visits and Leads Generated, improving Campaign performance.

• Delivered recurring and strategic analyses. Measured, analyzed and shared Web performance impact of significant Website redesigns (branding overhaul, new Global Navigation, Covid-19 Response, etc.).

Led AncestryDNA order conversion and Family History cross-sell growth marketing program for Series E startup. Drove significant year-over-year increases in revenue and profitability. Managed 1 direct report.

Key Achievements: Increased DNA order conversion rate by 150%. Grew average customer profitability 2x via iterative testing and optimization. Validated annual incremental growth opportunities of $15MM.

• Partnered with acquisition channels, product marketing, product and analytics stakeholders to prioritize A/B/n and multivariate tests and growth levers. Planned, executed, monitored, analyzed and validated data-driven hypotheses. Shared test outcomes & implications company-wide.

• Grew average customer profitability 2x by testing value and placement of add-on & cross-sell offers in purchase funnel; delivered improved CVR and improved customer experiences.