S M. — Growth Led Conversion Rate Optimisation | Experimentation | AI | LLM | Continuous Improvement | Project Management | Product Owner | Data & Analysis | Google | Adobe | Customer Experience | Segmentation | Personalisation

About S

Growth-driven CRO Manager specialising in experimentation, AI-led personalisation, and digital optimisation across ecommerce and lead generation environments. I help businesses turn customer behaviour, analytics, and insight into measurable commercial growth by building scalable programmes and embedding data-led decision making across organisations. My focus is ensuring tests don’t just create lift, but create correct lift that holds through the full customer lifecycle.My experience spans the full optimisation lifecycle, from defining CRO strategy and governance frameworks to delivering high-impact A/B testing, behavioural analysis, UX optimisation, and AI-powered customer experiences. I have led enterprise-wide experimentation roadmaps across multiple business workstreams, helping organisations mature from isolated testing activity into fully integrated experimentation-led growth models.Currently leading Continuous Improvement and experimentation programmes across digital platforms, with responsibility for CRO strategy, roadmap ownership, personalisation initiatives, and optimisation governance. I work closely with Product, Engineering, UX, Analytics, CRM, and Marketing teams to identify growth opportunities, improve customer journeys, and deliver measurable uplifts in conversion, engagement, retention, and revenue performance.I am particularly passionate about AI-driven optimisation, customer-centric product strategy, and creating cultures where experimentation becomes a core business capability rather than a standalone function. My approach combines commercial thinking with customer insight, ensuring optimisation activity is aligned to both business priorities and user needs.Experienced across platforms including Optimizely, Contentsquare, Adobe, GA4, behavioural analytics, VOC programmes, and personalisation technologies, with a strong focus on scaling experimentation maturity, improving operational effectiveness, and driving long-term digital growth.The disruption caused by COVID-19 led me to pursue contract-based positions, ensuring uninterrupted employment. These roles enabled me to broaden my skill set, adapt quickly to different working environments, and gain experience across diverse projects and stakeholders.