Digital Experimentation & Customer Journey Optimization Leader
I help organizations understand what customers need, identify where digital journeys break down, and turn those insights into experimentation, personalization, customer data strategies, and scalable ways of working.
My work sits at the intersection of customer experience, experimentation, analytics, customer data, MarTech, and AI-enabled operating models — connecting insight to action and action to measurable business outcomes.
Incremental revenue from a customer journey and free-trial conversion program
Increase in WileyPLUS B2B lead-gen and demo signups
Increase in content discovery through search and navigation optimization
YoY ecommerce affiliate net revenue growth contributed to across Hearst brands
Five beliefs about where digital customer experience is heading, and what it takes to get there.
The most useful personalization starts with understanding what someone is trying to accomplish and what would make that decision easier. Behavior, context, lifecycle stage, intent, and customer value should shape the experience itself — from discovery and recommendations to messaging, navigation, and offers. The goal is not personalization for its own sake. It is a more relevant experience that creates value for both the customer and the business.
The highest-value experimentation programs do more than run A/B tests. They create a repeatable way to identify customer friction, prioritize opportunities, build strong hypotheses, bring the right teams together, implement what works, and spread learning across the organization. The real advantage comes when experimentation becomes part of how a company makes digital decisions.
A single customer view, CDP, segmentation model, or analytics platform is not the end goal. The value comes from what the organization can do differently because of it: recognize meaningful customer groups, understand lifecycle and intent, personalize experiences, improve recommendations, design better journeys, and identify the next best opportunity to test.
AI is opening up new ways for customers to discover, compare, and make decisions through conversational and increasingly agentic experiences. Inside organizations, it can also accelerate analysis, documentation, knowledge sharing, and execution. The leadership challenge is to apply that capability with judgment: choosing where AI genuinely reduces friction, where human context matters, and how teams can use it responsibly to produce better work.
More resources are not always the answer. Strong operating models, clear priorities, reusable processes, the right technology, capable partners, and thoughtful use of AI can dramatically increase what a small team can accomplish. I believe leaders should build systems that allow good people to spend more of their time on judgment, insight, innovation, and the problems that matter most.
Experimentation, Customer Journey & Measurement Leadership
Led experimentation, customer journey, analytics, and customer data work across education, ecommerce, research, and professional learning.
As project owner of the Efficient Learning Free Trial OmniChannel campaign, converted 225% more free-trial users to paying customers, driving a 20% ecommerce revenue lift and $6.2M in incremental revenue.
Led testing that lifted WileyPLUS B2B lead-gen/demo signups 83%, wiley.com content discovery 220%, and search engagement 17.8%.
Built customer identity and single-customer-view use cases, plus an executive framework that helped support investment in marketing cloud and CDP capabilities.
Built intake, prioritization, roadmap, and measurement governance for a lean analytics and optimization team. Owned the Web Analytics and consent workstreams for Wiley.com's AEM-to-Webflow transformation.
Audience Insights & Segmentation
Built POPmarket customer segmentation that enabled CRM and channel teams to convert 15% more non-purchaser subscribers into first-time purchasers.
Contributed to single-customer-view strategy by defining data requirements for personalization and lifecycle use cases.
Audience Development & Ecommerce Optimization
Led affiliate revenue optimization across 26 brands with editorial and commerce teams, contributing to 203% YoY ecommerce affiliate net revenue growth.
Introduced an ARPU-based approach that tied audience development to customer quality, not just traffic.
Digital Analytics & Audience Development
Supported the growth and relaunch of CNBC PRO, a direct-to-consumer subscription business, with analytics and performance frameworks.
Led a lean analytics team and coordinated external resources for audience insights.
Customer Targeting, Segmentation & Lifecycle Strategy
Developed a Customer Quality Score strategy that shifted marketing to customer-value targeting, contributing to 30% YoY revenue growth four months after launch.
Built lifecycle segmentation for a platform with 1.1M+ monthly visitors and 32,000+ GameSaver subscribers.
Most personalization is built to predict the next click. Takeaways from Personalization Pioneers NYC on shaping the experience around what a customer needs in the moment, and how conversational shopping agents are making agentic commerce real.
Read on LinkedInLessons from the Women in Experimentation × Convert Summit 2026. As AI makes tests easier to run, the advantage shifts to clear decision criteria, guardrails that protect total value, and human judgment.
Day 1 takeaways Day 2 takeawaysThe hard part is rarely the data. It is everything an organization must decide before it can act. Reflections on Nationwide's Listen, Act, Monitor model and where CX, analytics, and experimentation have to meet.
Read on LinkedIn AI · Analytics leadershipAI is absorbing the hands-on analysis that built many of our instincts. How leaders can recreate the productive friction that develops judgment, starting with asking for the human hypothesis before the AI answer.
Read on LinkedInI’m interested in conversations and leadership opportunities at the intersection of digital experimentation, customer journey optimization, personalization, customer data, analytics, and AI-enabled operating models.
If you are building a stronger experimentation capability, rethinking how customer data translates into experience, modernizing a digital journey, or designing a leaner way for teams to operate, I’d be glad to connect.
Westfield, NJ · Greater New York City area