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Work & Impact

The numbers speak first.

Nine years building experimentation programs that tie directly to revenue — in regulated industries, Fortune 500 financial services, and Fortune 150 energy retail. Every result below is verified, attributed, and connected to real P&L impact.

$30M+
Incremental
Revenue (NRG)
$1B+
Pipeline
Supported (SVB)
500+
Experiments
Designed & Run
7M+
Customers Served
24 States
30K+
Users Grown
$0 Ad Spend
01 · Campaign

Enterprise Experimentation
at Scale

NRG Energy · Fortune 150 · Regulated Energy
Fortune 150 · Regulated Energy · 24 States · 7M Customers
NRG Energy

Conversion Rate Optimization & UX Manager
2023 – Present

Built the enterprise experimentation program from scratch across 5 regulated energy retail brands — Reliant, Direct Energy, Green Mountain, Cirro, and Discount Power — serving 7 million customers in 24 states.

Scaled test velocity from under 20 to 100+ experiments per year. Designed the hypothesis engine, revenue measurement system, and standardized statistical methodology that now powers experimentation across all brands. Connected every experiment to revenue per experiment to prove program value to the C-suite. Report directly to senior marketing leadership and CMOs.

$30M+ Incremental Revenue
100+ Experiments / Year
20%+ Win Rate (2× Industry)
5 Brands Managed
20% increase in full-funnel conversion rates across all brands
18% reduction in customer acquisition cost
23% uplift in personalized lead acquisition via CDP segmentation
30% increase in new client conversion rates
20% improvement in Net Promoter Score
95% executive buy-in across Marketing, Product, and UX
40% reduction in analysis time using AI-assisted experimentation workflows
Read the full NRG case study →
02 · Campaign

How I Turned Billboards
Into a Proven Growth Channel

Silicon Valley Bank · Fortune 500 · Financial Services

At Silicon Valley Bank, leadership treated out-of-home advertising as a brand channel — something unmeasurable. I designed a controlled geo-experiment across Austin, Miami, and Seattle to prove otherwise.

Built SVB's first offline-to-online attribution pipeline using QR-enabled billboard tracking tied to CRM. Proved OOH as a measurable acquisition channel. National expansion budget approved based on experimental proof.

Test Markets Austin, Miami (OOH + Digital)
Control Market Seattle (Digital Only)
Media Airports, Billboards, Taxis, Bus Stops, LinkedIn, Twitter
Outcome OOH reclassified from brand spend to performance channel
+97.8%
Web Traffic — Miami
+94.4%
Web Traffic — Austin
+114.3%
Web Traffic — Seattle (Control)

"Most organizations don't fail at growth because they lack channels. They fail because they can't separate causality from coincidence."

03 · Campaign

$1B Pipeline &
Startup Banking Growth

Silicon Valley Bank · Fortune 500 · Financial Services
Fortune 500 · Startup Banking · $1B+ Pipeline
Silicon Valley Bank

Sole Analytics & Experimentation Lead — Startup Banking
2021 – 2023

Sole analytics function for SVB's entire Startup Banking division — owned both marketing analytics and product analytics end-to-end during the bank's highest-growth phase, supporting $1B+ in new client acquisitions.

Built the measurement infrastructure that tracked startup acquisition from first touch to funded account. Owned conversion funnel analytics, digital channel performance, and product usage data for a division serving thousands of VC-backed startups. Expanded into 4 new markets (Austin, Miami, Boston, Seattle). Designed and ran 130+ experiments across paid digital, OOH, content, and email.

$1B+ New Customer Pipeline
691% Organic Traffic Growth
196% Lead Quality Improvement
130+ Experiments Designed
22% YoY growth in new customer acquisition
23% increase in cross-sell conversion rates
20% reduction in cost per acquisition
25% lift in email open rates, 20% increase in CTR
85% reporting efficiency gain — replaced 6 manual reports with 1 Looker dashboard
Built NPS and CLV measurement systems from scratch
04 · Campaign

AI-Powered
Growth & Efficiency

Jobsolv + NRG Energy · AI at Scale
AI-Powered Growth · $0 Ad Spend · Enterprise AI
Jobsolv + NRG AI

Founder (Jobsolv) & AI Experimentation Lead (NRG)
2023 – Present

Applied AI to scale growth with zero ad spend at Jobsolv and reduce experimentation costs at NRG — proving AI isn't just a buzzword when connected to revenue outcomes.

At Jobsolv, built an AI-powered recruitment platform to 30K+ users with $0 paid spend. AI resume tailoring, intelligent job matching, and behavioral onboarding optimization drove organic growth through SEO, AEO, and word of mouth. Featured in PRNewswire and EdTechReview. At NRG, introduced AI-assisted experimentation workflows — automated hypothesis generation, analysis acceleration, and AI-driven personalization via CDP segmentation — reducing analysis time by 40% while maintaining statistical rigor. Established AI governance frameworks for experimentation.

30K+ Users — $0 Ad Spend
40% Analysis Time Reduced (AI)
Day 1 Revenue at Jobsolv
23% AI Personalization Uplift
AI resume tailoring system serving users across 12+ countries
AEO-ranked product — AI Engine Optimization for discovery
AI governance framework for experimentation at enterprise scale
AI-driven CDP personalization at NRG across 5 brands
Industries

Regulated Industries.
Enterprise Scale.

Experimentation in regulated industries requires more than A/B testing knowledge — it requires compliance awareness, stakeholder alignment, and statistical rigor that holds up under legal scrutiny.

Energy Retail

NRG Energy

Regulated energy market across 24 states. 5 brands, 7M customers. PUC compliance, rate plan experimentation, and CRO across regulated acquisition funnels.

Financial Services

Silicon Valley Bank

Fortune 500 banking. FDIC-regulated. Startup Banking division serving VC-backed companies. Compliance-aware experimentation across digital and OOH channels.

AI & SaaS

Jobsolv

AI-powered recruitment platform. Built from zero to 30K+ users. Resume data privacy, AI governance, and international data handling across 12+ countries.

Agency & DTC

adMixt & Comfort Neck

Paid social agency managing DTC clients. Founded and scaled a direct-to-consumer eCommerce business to profitability. Full-stack growth ownership.

Social Proof

What People Say
After Working With Me

Verbatim excerpts from 17+ LinkedIn recommendations — from direct managers, teammates, and cross-functional leaders at SVB.

Work Together

Ready to Make Your
Marketing Provable?

Whether you need an experimentation program built from scratch, a CRO audit, or a growth strategy grounded in behavioral science — let's talk.

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for Growth Leaders

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