Turn Marketing
Spend Into
Proof.
I'm Atticus Li — I build the systems that convert marketing spend into certainty. $30M+ in verified revenue impact through A/B testing, geo-targeting, and conversion optimization.
impact
growth
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Experience at
The Problem
Most marketing teams are flying blind.
They spend millions on campaigns, channels, and creative — and measure success by vanity metrics that can't be tied to revenue. When leadership asks "did that work?" the answer is always "we think so."
I've spent 9 years fixing that. At NRG Energy, I built the experimentation infrastructure that let us run 100+ concurrent tests, connect every marketing lever to revenue outcomes, and say with statistical certainty: this is what works, and here's the proof.
The result? $30M+ in verified revenue impact. Not projected. Not modeled. Proven.
"Experimentation isn't about running tests. It's about building an organization that makes better decisions, faster, with less risk."
— Atticus Li
Who This Is For
What are you here for?
Hiring Managers
Looking to build an experimentation team
See my track record, leadership philosophy, and the systems I've built at Fortune 150 companies.
View My Work →Growth Practitioners
Learning experimentation & CRO
Subscribe to Lean Experiments — practical frameworks for A/B testing, behavioral science, and revenue optimization.
Get the Newsletter →Founders & Operators
Building growth infrastructure
Check out Jobsolv and GrowthLayer — products I've built to solve real problems I've faced.
See Projects →Media & Podcasts
Looking for a guest speaker
I speak on experimentation culture, revenue growth, and building data-driven teams. Download my media kit.
Get Media Kit →The Framework
The Revenue Experimentation
System™
Six interconnected disciplines that turn marketing spend into measurable, defensible revenue — not hunches, not projections. Proof.
Conversion Rate Optimization
From hypothesis to statistical significance. I design tests that answer business questions, not just move metrics.
Behavioral Science
Applying psychology to product and marketing decisions. Understanding why people do what they do — then testing it.
Revenue Experimentation
Connecting experiment outcomes directly to revenue. If it can't be tied to dollars, it doesn't count.
Data Storytelling
Translating complex test results into executive narratives that drive budget allocation decisions.
Analytics Infrastructure
Building the measurement systems that make reliable experimentation possible at scale.
Team & Culture Building
Hiring, developing, and retaining experimentation talent. Building a culture of evidence over opinion.
NRG Energy
Lead, Applied Experimentation
2019 – Present
The Problem
A Fortune 150 energy company with massive marketing spend and no reliable way to measure what actually drove revenue.
The Approach
Built an enterprise experimentation platform from scratch: A/B testing infrastructure, geo-targeted holdout groups, incrementality measurement, and executive reporting systems.
Key Results
- 100+ concurrent experiments running at any given time
- Reduced CAC by 23% across digital channels
- Built and led 8-person experimentation team
- First-ever revenue attribution model for media mix
Silicon Valley Bank
Growth & Analytics
2017 – 2019
The Problem
SVB needed to grow its startup banking division in a market dominated by relationships, not digital marketing.
The Approach
Developed data-driven growth strategies targeting early-stage startups, built analytics dashboards for business bankers, and created conversion funnels for digital acquisition.
Key Results
- Grew startup banking pipeline by 40% YoY
- Built first-ever digital attribution model
- Launched growth analytics program from scratch
Jobsolv
Founder & Product
2023 – Present
The Problem
Job seekers spend hundreds of hours tailoring applications with no data on what actually works.
The Approach
Built an AI-powered job application platform that uses behavioral data and A/B testing principles to optimize the job search process — my experimentation expertise applied to a consumer product.
Key Results
- AI-powered resume optimization engine
- Built on Astro + Sanity + Cloudflare
- Shipped in under 6 months as solo founder
What People Say
Trusted by Growth Leaders
"Atticus built the experimentation muscle our marketing team didn't know we needed. The revenue attribution alone changed how we allocate budget."
"His ability to translate test results into executive narratives is rare. He doesn't just run experiments — he changes how leadership thinks about evidence."
"Lean Experiments is my Monday morning read. Atticus explains behavioral science and CRO in a way that's immediately actionable."
"The geo-holdout framework Atticus designed saved us from a bad $2M media buy decision. One experiment paid for two years of the program."
"Working with Atticus on ADPList completely changed how I think about experimentation. He has a gift for making complex frameworks accessible."
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Side Projects
What I'm Building
Jobsolv
● LiveAI-powered job application platform
Applying experimentation principles to the job search. AI resume optimization, application tracking, and behavioral data to find what actually works.
GrowthLayer
● In DevelopmentCRO intelligence & content system
A proprietary system for capturing, organizing, and publishing insights from experimentation and CRO research at scale.
12 Products Challenge
● ActiveBuilding in public
Committing to shipping 12 products in 12 months. Documenting the process, the failures, and the lessons on the blog.
Mentorship
Want to Talk Experimentation?
I mentor growth practitioners, career changers, and early-stage founders on experimentation strategy, CRO, and building data-driven growth programs. Book a free session on ADPList.
Book a Free Session on ADPList →Join 12,000+ Growth Leaders
Every week: one experiment, one framework, one insight to make your marketing more evidence-based and your revenue more predictable.
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