I am a passionate, pragmatic, and adaptive digital marketing, optimization, and experimentation professional with a 5+ year track record of managing website projects and developing experimentation roadmaps and processes from the ground up to systematically drive continuous growth in qualified traffic, conversions, qualified conversion rates, and new customers from digital channels including organic search, paid search, and email channels.I discover target audience problems and opportunities through a combination of comprehensive user journey analyses from search to purchase, insights from structured interviews with customer-facing roles, analysis of qualitative feedback, and query/topic research specific to target audiences. I develop objective frameworks to prioritize these problems and opportunities based on their level of impact to key goal metrics aligned with business objectives.This systematic and data-oriented approach leads me to develop solid hypotheses and ideate solutions that I then prioritize using an objective framework assessing impact and effort, actioning these hypothesized solutions through the approach I determine to be most appropriate of either A/B testing or implementation followed by structured data analysis (depending on existing traffic and conversion volumes). Using project management tools, I lead a cross-functional remote team of engineers and designers on each test or initiative from concept to design to implementation, playing a heavy hands-on and collaborative role at each stage to ensure past learnings are incorporated in designs, that designs are properly testing the hypothesis, and that proper tracking and reporting of primary, secondary, and guardrail metrics is in place. Upon completion of each A/B test or digital-related experiment, I develop and communicate my learnings across the business based on my analysis of results, recommending next steps and introducing new problems, opportunities, and hypotheses.The majority of my experience lies in being both a practitioner and leader in optimizing conversion rates overall and for individual digital channels, as well as driving increased organic search traffic to websites for high-growth service and software businesses in highly regulated industries with niche target audiences and high-commitment products. This has molded my adaptive and creative approach to optimizing websites and building experimentation roadmaps.