I'm a CRO and growth consultant with a background in social and organizational psychology. For seven years I've helped brands grow by combining experimentation, UX research, and behavioural science — most recently leading AI-powered analytics work at Curamando, and before that running 100+ A/B tests at Bikkelhart that lifted client conversions by 108%.
Designed, ran and reported on top-performing experiments for a major Dutch cinema brand. A small set of high-confidence tests — informed by funnel analysis, on-site research and behavioural psychology — compounded into one of my largest single-test revenue impacts.
€2.1M in incremental revenueLed the discovery, design and testing programme behind a full site redesign. 100+ A/B tests with a 79% positive significance rate validated the new direction before rollout — turning a single project into a long-term, full-service engagement spanning data, marketing and web design.
+108% conversion rateDesigned and built AI-assisted dashboarding and data-gathering tools that cut the time cost of analysis projects by up to 400%. The work is reshaping how the Growth & Commerce department approaches reporting, audits and recurring client deliverables.
−400% analysis time