Not Just Another Resume
My Journey in Optimization
Experience
DENTSU MEDIA US
Senior Manager - CRO
September 2020 - Present
Created the “AI Readiness” audit: a proprietary framework defining how CRO programs integrate with AI, translating complex UX, authority, and structural signals into actionable, testable optimization opportunities.
Built the framework and logic behind an internal GPT-powered heuristic analysis tool, enabling scalable, criteria-based UX evaluations and recommendation generation across five key dimensions.
Own CRO and content optimization strategy across a 6-brand beverage portfolio, aligning UX, merchandising, and experimentation across multiple stakeholders and partner agencies.
Act as primary liaison between client and internal teams, leading cross-functional collaboration and driving alignment across optimization initiatives.
Scaled a high-velocity experimentation program, increasing testing throughput by 720% and contributing to $450M in incremental account value.
Built and operationalized CRO systems, including centralized testing repositories, insights frameworks, and cross-channel data aggregation to improve visibility and decision-making.
Lead executive-facing strategy and quarterly business reviews, translating experimentation insights into clear, growth-focused recommendations.
CXL AGENCY
Senior Conversion Strategist
August 2019 - October 2019
Conversion Optimization Analyst
February 2018 - August 2019
Managed conversion rate research, user research, and optimization testing programs for Fortune 500 brands employing both qualitative and quantitative methodologies.
Composed internal protocol documents and created client-facing, designed templates for key processes in the research and testing management flow.
Optimized user research methodologies and deliverables creating templates and defining data analyses approaches.
Translated complex data into insightful, actionable guidance for executive-level stakeholders, bridging the gap between analytics and business strategy.
HANAPIN MARKETING
CRO Manager
January 2017 - February 2018
Developed a CRO program framework to clearly illustrate and guide our process to integrate user experience analysis with testing on a consistent basis.
Implemented multiple metrics in order to accurately monitor the performance and impact of the CRO program.
Authored numerous blog articles regarding conversion rate optimization for PPC Hero that are directly applicable and relevant to PPC as well as marketing and advertising as a whole.
CRO Coordinator
March 2016 - January 2017
Guided and negotiated a platform transition for approximately 20 clients with varying sizes of accounts and complexity. I evaluated several platforms for viability and long-term benefit, prepared a transition plan specific to each client and our program on a broad scale, and carried out the execution of this transition plan with adaptability and problem solving.
Conducted numerous user testing sessions that have led to key learnings which have not only fueled testing cycles, but also enabled my team and I to glean more insights into our clients’ users and their needs, desires, and expectations.
Conducted A/B, split, and multivariate testing using an experimental structure including formulating hypotheses, monitoring the test for appropriate sample size and goal measurement, and concluding the test based on the statistical significance and context surrounding multiple variables.
Provided recommendations in site design, functionality, or structure that were influenced by diverse modes of data analysis along with the testing cycle.
Digital Marketing Production Associate
January 2016 - March 2016
Built foundational skills in PPC, digital analytics, and production while supporting senior team members on campaign deliverables.
Platform Experience
Testing & Personalization
Adobe Target
Hubspot
Instapage
Optimizely
Unbounce
VWO
Analytics & Data
Adobe Analytics
Contentsquare
CrazyEgg
Glassbox
Google Ads
Google Analytics
Hotjar
Lucky Orange
SPSS
User Research & UX
Balsamiq
Canva
Figma
UsabilityHub
Userlytics
User Testing
Try My UI
Typeform
Project Management
Airtable
Basecamp
ClickUp
Miro
Monday
Trello
Workfront
CliftonStrengths
Top Strengths
Relator
Arranger
Learner
Command
Strategic
MBTI
(Myers Briggs Type Indicator)
ISTJ
DISC
(Dominance, Influence, Steadiness, & Compliance)
Cd
Education
Purdue University
B.S. PSYCHOLOGY
Focus: Cognition & Perception
Minor: Sociology
Graduated May 2015
Certifications
Current
Contentsquare Expert
CXL Optimizer
Optimizely Experimentation Strategist
Google: Conversion Optimization
Previous
Google Analytics
Google Adwords
Mobile Adwords