Manager of Digital Optimization

Zoro | July 2019 – Present | Chicago, IL

As the Manager of Digital Optimization, I’m responsible for managing the optimization processes for the Zoro online business.

I create the optimization strategy and methodology, and work with key stakeholders to create a testing road map to execute A/B and multivariate tests. I interact with several cross functional partners and must communicate effectively at both the detailed SME level as well as with business leaders.

An overview of my duties and responsibilities:

  • Develop the framework for creating and executing multiple A/B and multivariate tests
  • Create optimization strategy, testing road maps, and test designs
  • Ensure optimization process reviews customer behavior in order to determine areas of potential opportunity to improve conversion rates
  • Execute testing design and implementation of multivariate and A/B testing
  • Develop relationships with key stakeholders in Customer Experience, Customer Acquisition and Retention, and Product to ensure testing program has appropriate cross-functional support
  • Effectively communicate test results, insights, and recommendations to business partners
  • Use data-driven insights to propose and design future tests
  • Provides direction and interpretation on testing
  • Develop a forum to evangelize a test and learn culture within Zoro and ensure there is clear ROI from testing
  • Responsible for empowering teams to utilize Optimization technology and best practices to execute testing and targeting campaigns

Conversion Rate Optimization Specialist

TransUnion | July 2017 – July 2019 | Chicago, IL

I served as the subject matter expert and advocate for conversion optimization while managing the ongoing strategy for TUCI Direct business. I would develop test plans and campaign requirements while clearly articulating test hypotheses, success metrics, and testing requirements.

It was my job to own A/B and MVT test execution, documentation, instrumentation, analysis, and segmentation. I was responsible for creating and communicating the testing roadmap which identifies testing opportunities and all pertinent information regarding those tests including timelines, platforms, sample size requirements, etc.

After tests ended, I would create test summaries for the executive team and business partners, that outlined the testing results, provided actionable recommendations, and identified learnings from each test to promote follow-up testing based on new insights.

Senior Analyst

Sears Holdings | July 2015 – July 2017 | Chicago, IL

I served as an internal consulting role for Product, Marketing, Operations, Engineering, and Project Management teams with the key goal of helping improve customer satisfaction to drive sustainable, profitable business growth.

I captured and analyzed relevant data to provide recommendations on performance and strategy for existing experiences, products and/or projects. I analyzed various data sources like Adobe Target/Omniture/Ad Hoc/Google Analytics to help answer questions related to customer engagement, product conversion and the customer experience to help inform data-driven decision making.

I was responsible for the entire loop of capturing the right data, analyzing it, providing feedback and recommendations to business owners to help strategic planning and tactical activities.