Psychologist by training. CRO consultant by trade.
I started in social and organizational psychology because I wanted to understand why people do what they do. I ended up in CRO and growth because that's where the same question gets answered fastest — with real users, real money, and real numbers on the other side of every experiment.
Today I split my time between running CRO programmes, designing AI-assisted analytics workflows, and writing about the intersection of behavioural science and growth. I work best with teams that take experimentation seriously, treat users with empathy, and like seeing the maths behind the design.
Three principles.
Start with the user, not the variant. Every test is an answer to a question. If the question is weak, the test is noise. Funnel data, session replays and short user interviews tell me what's actually broken before any pixel moves.
Make the result speak business, not statistics. A statistically significant lift is a starting point. Translating it into revenue, customer behaviour and downstream impact is what gets the next test funded.
Build for the team to run without me. The best CRO programmes outlive the consultant. I document patterns, templates and dashboards so the next person picking it up moves faster than I did.
Skills & tools.
CRO & Analytics
- A/B testing — VWO, Optimizely
- GA4 & e-commerce tracking
- Hotjar, session replay, heatmaps
- Dashboarding — PowerBI, Looker Studio
- Statistical interpretation
Design & UX
- UX/UI design — Figma, Adobe XD
- Adobe Creative Suite
- Web — WordPress, Webflow
- Workshopping — Mural, FigJam
- Design thinking facilitation
Growth & Marketing
- Paid ads — Google, Meta, LinkedIn
- Technical SEO — SEMrush
- Email & lifecycle marketing
- Conversion copywriting
- B2B / B2E SaaS research
Delivery & Leadership
- Project Management — JIRA, Asana
- Agile / Scrum (PSM1)
- Stakeholder & C-level communication
- Cross-functional team leadership
- Requirements analysis
Background.
MSc, Social & Organizational Psychology
Completed statistical research involving 300+ participants. Thesis was rerun in full because the first round didn't meet the standard I wanted to publish.
BSc, Psychology
Taught Psychology students how to listen with intent, summarise and ask the right questions to uncover deeper motivations — a skill that turned out to be unreasonably useful in user research years later.
- Professional Scrum Master (PSM1)
- HubSpot certification
- Multiple User Experience Design
- Foundations of Front-end Development
- Cloud Fundamentals
- Security Fundamentals
- Software Development Fundamentals
- Database Fundamentals
- Networking Fundamentals
- Client Needs & Software Fundamentals
What I get up to when I'm not testing things.
Drawing & writing. Started drawing at 15, began a first novel at 19, and have kept both habits going as long-form ways of paying attention.
Tabletop games. Organised and led collaborative storytelling games (Dungeons & Dragons) for 6+ years — running (bi)weekly groups and workshops for 20+ participants. Best leadership training I've ever had.
Travel. Long trips through India, China, Mexico, Brazil and Indonesia. The best research method I know for understanding how different people make decisions.
Tech & AI. Following AI, autonomous systems, IoT and renewable energy — mostly because the work I do for a living is being rewritten by them in real time.