About Me
I'm a data-driven digital marketer and optimization strategist with
over 6 years of experience helping companies turn insights into growth.
I specialize in the overlap of A/B testing, personalization, and user
experience, developing data-backed strategies that not only improve
websites but deliver measurable business impact.
I've led experimentation, CRO and website data analysis efforts at large
enterprises like UnitedHealth Group, AbbVie, Autodesk, and Sling TV, as well as in fast-paced
agency environments. Whether it’s launching high-impact A/B tests or
personalizations, uncovering friction points with heatmaps, or
partnering cross-functionally to improve UX/UI, I thrive on solving
complex challenges that make digital experiences better for real people.
I love collaborating with talented cross-functional teams and believe the
best results come from strong partnerships between data, design, and
development.
If you're seeking expertise in A/B testing, personalization, or analytics, I'd love to discuss how I can contribute.
Experience
Senior A/B Testing & Optimization Analyst
UnitedHealth Group
July 2025 - Present | Minneapolis, MN (Remote)
- Serve as a subject matter expert on Adobe Target, Adobe Analytics, and Adobe Experience Manager for the UHC.com experimentation team.
- Lead end-to-end experimentation initiatives, from strategy and planning through execution and performance analysis.
- Promote a data-driven, test-first culture by evangelizing best practices across cross-functional design, product, and engineering teams.
- Collaborate with stakeholders to scope and manage innovative personalization and optimization projects that drive measurable improvements to site performance.
- Translate test results into actionable insights and clear recommendations to support business goals and continuous improvement.
Senior Data Analyst
AbbVie
April 2025 - Present | North Chicago, IL (Remote)
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Analyze website performance using Adobe Analytics and Adobe Target,
identifying key optimization opportunities and collaborating with
cross-functional teams to improve key metrics and drive
data-informed strategy.
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Lead A/B testing strategy and reporting for AbbVie’s brand websites,
leveraging Adobe Analytics and Target to define hypotheses, measure
performance, and support marketing objectives.
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Facilitate cross-functional collaboration with UX, dev, and content
teams to drive data-backed optimization initiatives across digital
touchpoints.
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Build clear testing documentation and reporting frameworks to ensure
transparency and alignment with internal stakeholders.
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Mentor teams on analytics best practices and evangelize a culture of
experimentation through actionable insights and stakeholder
workshops.
Marketing Optimization Analyst
Autodesk
September 2022 - April 2025 | San Francisco, CA
(Remote)
-
Provided subject matter expertise in A/B testing, personalization,
and conversion rate optimization to the Autodesk Fusion marketing
organization, enhancing digital experiences and fostering a
data-driven culture focused on continuous improvement strategies.
-
Owned the quarterly experimentation roadmap for Autodesk Fusion,
managing prioritization, test design, stakeholder alignment, and
outcome reporting.
-
Implemented a targeted website personalization for active commercial
subscribers, resulting in a 15% growth in multi-seat subscriptions.
Developed additional personalizations for active and expired trial
users to enhance engagement and conversion.
-
Leveraged Adobe Analytics and heat mapping tools to monitor site
performance, assess global optimization efforts, and identify
opportunities to enhance the user journey. Shared actionable
insights with leadership and the wider marketing team to guide
strategic decisions, and collaborated with content management teams
to implement updates using AEM.
-
Drove cross-functional collaboration across development, design, and
marketing teams to implement UX/UI enhancements, resulting in a 12%
improvement in conversion rates on primary landing pages.
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Managed and mentored a Data Analyst intern, providing training in
Adobe Analytics, Adobe Target, Fullstory, and data storytelling to
strengthen team capabilities.
Conversion Rate Optimization Manager
Conversion Sciences
February 2022 - June 2022 | Austin, TX (Remote)
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Led conversion rate optimization (CRO) strategy for six B2B/B2C
eCommerce client accounts with $57M in annual revenue, leveraged
analytics audits, website optimization, and A/B testing to enhance
digital experiences.
-
Collaborated closely with client leadership and senior stakeholders to
develop a tailored A/B testing strategy and presented progress and
results in weekly executive briefings.
-
Generated $32K in monthly recurring revenue, working cross-functionally
with clients, engineering and marketing to sustain progress and manage
expectations.
-
Increased a client’s subscription conversion rate by 34% through
strategic A/B testing and UX improvements, leading to enhanced customer
engagement and retention.
-
Leveraged VWO, Optimizely, Google Optimize, Google Analytics, Hotjar,
and user behavior data to create and optimize conversion optimization
initiatives that drove significant improvements in purchase rates.
Conversion Analyst
Conversion Sciences
June 2021 - February 2022 | Austin, TX (Remote)
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Successfully managed four eCommerce client accounts within the first
month of employment during the COO's paternity leave, maintaining key
client relationships and delivering measurable conversion rate
improvements.
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Utilized Google Analytics, VWO, Optimizely, and event tracking tools to
design and implement comprehensive A/B testing strategies, identifying
key opportunities for conversion improvements.
International Marketing Specialist II: Website Optimization & Strategy
Sling TV | DISH
April 2020 - June 2021 | Denver, CO
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Led Sling TV’s international website authoring and optimization strategy
for 15 language groups using Adobe Experience Manager, SEO best
practices, analytics insights and A/B testing to enhance digital
experiences.
-
Developed A/B tests and experiences using Adobe Target, increasing trial
and conversion rates.
-
Created weekly and ad-hoc performance reports using Adobe Analytics,
providing actionable insights to leadership teams that drove customer
acquisition and optimized marketing campaigns.
-
Managed website content authoring in AEM, optimized UX/UI across devices,
enhanced customer journeys, and led performance monitoring efforts to
ensure high engagement and conversion rates.
International Marketing Specialist
Sling TV | DISH
February 2019 - April 2020 | Denver, CO
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Led website content management, AEM authoring, SEO strategy, and site
optimization efforts, resulting in increased engagement and subscriber
growth.
- Monitored key website performance metrics using Google Analytics and Adobe Analytics.
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Executed a sitewide accessibility assessment, aligning with WCAG
standards to ensure an inclusive and compliant user experience.
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Managed the migration of Sling TV’s blog and content assets from WordPress
to AEM, ensuring SEO compliance, content integrity, and a seamless user
experience across international markets.
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Collaborated effectively with engineering and UI/UX teams to enhance AEM
components, improving the design and function of the sling.com website.
Digital Development Intern
National Business Furniture
April 2018 – August 2018 | Milwaukee, WI
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Supported the website development team during a site migration,
collaborating with IT, engineering, and marketing in an agile
environment.
- Documented new systems to streamline processes and ensure efficient knowledge transfer.
