Lead experimentation and CRO across landing pages, PDPs, cart, checkout and post-purchase funnels. Design and analyze A/B and multivariate tests, own funnel analytics and dashboards, quantify test impact, and partner with UX, dev, marketing, and leadership to prioritize and implement site improvements on Shopify to drive measurable revenue growth.

Lead performance-driven creative strategy for paid social (primarily Meta) for health and wellness DTC brands. Translate performance data into briefs, develop UGC-first concepts, hire/direct creators, write scripts, guide editors, iterate and scale winning creatives, and improve creative workflows across Hive/Wrike/Iconik to drive acquisition and conversion.

Lead and scale companywide analytics for a DTC marketing business: own marketing measurement, financial forecasting, retention/LTV modeling, data architecture, reporting, and the analytics team. Set analytics strategy, oversee data engineering roadmap, build dashboards, apply statistical and ML methods, and translate insights into executive-level decisions.