Listening - Helping you discover its true power🔸️Coach | Speaker

I help  𝗙𝗶𝗻𝗮𝗻𝗰𝗲 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀 at the point of career transitions…

From finding your edge in order to land that role, or being that trusted support as you navigate those first 90 days, right through to transforming your influence to level up where you are.

My coaching approach is simple too…

It's about the conversation. Ones that often reveal breakthroughs clients never knew they needed.

There's structure so we hone in on what's live and what appears as the main thing(s), but there's an openness for where the session goes, and a freedom to move with what you're uncovering.

Ultimately it's about you seeing something you didn't see before so you have fresh choices and the confidence to take action with them.

So, if you're stuck with your search, isolated as you try and settle in, or feeling that leadership gap in your pursuit of the next level, then it might be time for a chat.

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I also consult with 𝘀𝗺𝗮𝗹𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀 -  both directly tied to my coaching work and beyond. 

𝘋𝘪𝘳𝘦𝘤𝘵𝘭𝘺 - I'm working with a finance recruiter on growing their core business as well as integrating coaching into the hiring and onboarding process - taking the traditional recruitment model and developing a deeper partnership setup for both clients and candidates.

𝘉𝘦𝘺𝘰𝘯𝘥 - utilising my expertise as a listener to tap into. Yes, it’s as simple as it sounds. I listen on a level most don’t, and help people and businesses see things they didn’t see before.

And to give you a feel for how my depth of listening runs through everything I do...

“𝘐𝘯 𝘢 𝘸𝘰𝘳𝘭𝘥 𝘸𝘩𝘦𝘳𝘦 𝘵𝘩𝘦𝘳𝘦 𝘪𝘴 𝘴𝘰 𝘮𝘶𝘤𝘩 𝘥𝘪𝘴𝘤𝘰𝘯𝘯𝘦𝘤𝘵 𝘣𝘦𝘵𝘸𝘦𝘦𝘯 𝘸𝘩𝘢𝘵 𝘱𝘦𝘰𝘱𝘭𝘦 𝘴𝘢𝘺 𝘢𝘯𝘥 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘥𝘰 𝘢𝘯𝘥 𝘩𝘰𝘸 𝘵𝘩𝘦𝘺 𝘢𝘳𝘦, 𝘐𝘢𝘯 𝘴𝘵𝘢𝘯𝘥𝘴 𝘰𝘶𝘵 𝘢𝘴 𝘦𝘹𝘤𝘦𝘱𝘵𝘪𝘰𝘯𝘢𝘭… 

𝘏𝘦 𝘵𝘳𝘶𝘭𝘺 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥𝘴 𝘣𝘰𝘵𝘩 𝘵𝘩𝘦 𝘴𝘪𝘮𝘱𝘭𝘪𝘤𝘪𝘵𝘺 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘤𝘰𝘮𝘱𝘭𝘦𝘹𝘪𝘵𝘺 𝘰𝘧 𝘭𝘪𝘴𝘵𝘦𝘯𝘪𝘯𝘨 𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦𝘭𝘺 𝘢𝘯𝘥 𝘩𝘦 𝘥𝘦𝘮𝘰𝘯𝘴𝘵𝘳𝘢𝘵𝘦𝘴 𝘵𝘩𝘪𝘴 𝘦𝘹𝘱𝘦𝘳𝘵𝘪𝘴𝘦 𝘢𝘨𝘢𝘪𝘯 𝘢𝘯𝘥 𝘢𝘨𝘢𝘪𝘯 𝘦𝘢𝘤𝘩 𝘵𝘪𝘮𝘦 𝘸𝘦 𝘮𝘦𝘦𝘵. 𝘐𝘧 𝘦𝘷𝘦𝘳 𝘺𝘰𝘶 𝘩𝘢𝘷𝘦 𝘢𝘯 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘺 𝘵𝘰 𝘸𝘰𝘳𝘬 𝘸𝘪𝘵𝘩 𝘐𝘢𝘯, 𝘐 𝘩𝘪𝘨𝘩𝘭𝘺 𝘳𝘦𝘤𝘰𝘮𝘮𝘦𝘯𝘥 𝘥𝘰𝘪𝘯𝘨 𝘴𝘰.”

Interested in getting a conversation started? Send me a DM and we’ll take it from there.

Ian Heaton

Pablo Mojica

• Develop end-to-end experimentation process including prioritization, documentation, experiment design, hypothesis definition, KPI selection, requirements gathering, experiment coordination. 
• Drive continuous improvement of the team and the product organization as the function matures, helping educate stakeholders, and sharing best practices with peers. 
• Identify experiment-related product, technical, and analytics requirements to ensure proper execution and tracking of experiments. 
• Ensure the maintenance and monitoring of the operational status of experiment queues, roadmaps, test schedules, and in-flight tests. 
• Track and measure the program and its aggregate impact, including velocity, win rates, and overall impact to the business, in total and by a cross-functional team.
• Collaborate with the technology teams to identify, develop, implement, and adopt cutting-edge experimentation technology and tools to enhance CNN’s capabilities. 
• Partner with engineering and product teams to the instrument and enhance current testing and reporting capabilities. 
• Develop and enforce standardized documentation, procedures, and governance of controlled experiments across the Product and Editorial organization. 
• Provide ongoing organization-wide communications of current experiments, results, and insights derived from experimentation. 
• Collaborate with Data Science to improve test analysis methodologies to derive higher quality insights and better recommendations for follow-up experiments. 
• Lead, coach, and develop a group of Experimentation practitioners that support CNN Digital worldwide.

Head of Test & Learn

• Championing and evangelizing test and learn methods and best practices, from opportunity discovery, through qualitative and quantitative testing, with a frequent iterative approach.
• Providing and leading A/B and multivariate testing strategy and ongoing coaching and education for supported cross-functional teams.
• Promoting cross-team cooperation and communication of ideas, strategies, best practices and learned insights.
• Managing end-to-end experimentation process with supported cross-functional teams including: prioritization, documentation, experiment design, hypothesis definition, KPI selection, requirements gathering, experiment coordination.

Sr. Product Manager of Test & Learn

• Working cross-functionally to structure problems, develop hypothesizes, conduct analyses to turn data into meaningful insights and actionable recommendations through a rigorous data-driven process.
• Identifying experiment-related product, technical, and analytics requirements to ensure proper execution and tracking of experiments.
• Sizing and scoping testing opportunities and determining potential impact of ideas.
• Owning the experiment results analysis and communicate insights and recommendations to cross-functional group of stakeholders.
• Working with Experiment Analyst to evaluate the data from multiple sources to communicate insights and recommendations to cross-functional group of stakeholders and senior leadership.
• Collaborating with Data Science, when relevant, on further and deeper analysis of experiment results.
• Acting as air traffic controller to avoid test collisions and ensure validity of results.
• Contributing to the development and enforcement of process, procedure, and governance of testing program.
• Maintaining, managing, and monitoring operational status of supported experiment queues, build roadmaps, test schedules, and in-flight tests.

Experimentation & A/B Testing Manager

Assurant

• Work with VP, Digital Performance and collaborate with cross functional teams (creative, content, tech)
• Think holistically about the entire brand and consumer experience
• Enhances information architecture team accomplishments and competence by planning delivery of optimization solutions
• Creates – and occasionally directs the creation of – journey maps, navigation flows, site maps, user stories, wireframes, concept diagrams and personas
• Conduct market research and analysis on competitive and best in class digital and physical products / experiences and key industry trends
• Write use cases outlining for internal marketing purposes
• Collaborate closely with all members of the team
• Provide weekly executive summary of CRO work stream
• Own documentation and tracking of CRO action items and workflow
• Continually improve UX/CRO process in collaboration with the business
• Leverages metrics, optimization, qualitative and quantitative research to inform and validate design decisions
• Create conversion optimization strategies including managing external UX agencies
• Have ownership and accountability for successful execution of key client projects
• Conduct internal planning meetings and lead the development of A/B & multivariate testing road maps that will lift conversion rates
• Analyze results and identify successes, failures, and trends, and effectively communicate these findings to clients
• Participate in or lead client progress meetings during which you will report results, make recommendations, and assist clients in understanding the chosen strategies and what available information was used to aid in strategic decisions
• Troubleshoot and spot existing issues with optimization test set-ups and present results internally or externally through the production of high quality documentation
• Evangelize internal clients on Conversion Optimization
• Identify and suggest ways to improve efficiencies

Conversion Rate Optimization (CRO) Manager

• Developed & optimized the most profitable campaign in the company’s history
• Strategized and generated the most traffic supplementing campaigns over the past five years by conceptualizing clickbait campaigns that tapped into customer interests and directly drove sales
• Grew North American Database by 16% through growth generation web contests powered by traffic from industry partners, activating our audience to share with their database, and promoting sign-ups at live events on tablets
• Audited tech systems and put together the business cases for new technologies, platforms, and processes which were acted on
• Taught the digital execution (i.e. coding, software, hardware) for the digital global marketing team
• Created CRM system for global teams to use through Experian Cheetahmail
• Used Google Analytics to track every unique click event on every to inform my decision on what to change / keep in the UX/UI
• Multivariate tested experiences to guide the direction of UX/UI by reviewing against KPIs
• Pulled reports for Third-Parties/Social/PPC/SEM/Email traffic influence in the overall website performance to decide where investments should increase, decrease, or need to be changed altogether.
• Supported case-scenarios by identifying the traffic via entry query links through Jscript/Jquery/PHP/HTML/CSS/cookies.
• Designed Graphics & wrote Copy for Digital & Print from scratch
• Worked with Yield, Sales, Tech, Ecommerce, Marketing, and the Exec Team to bring fully-informed and aligned decisions after having reviewed resources and the analytics on hand
• Created virtual reality yacht tours for Google Cardboard and web-integration

Online Marketing Analyst

Zumba Fitness LLC

• Led weekly Global Marketing meeting where I sat down with Product Managers & the Head of Marketing to review all of the new products, their launches, their visibility, the business priorities, and what we could further do to support them in terms of web capabilities
• Led, conceptualized, and executed the Site Optimizations, with a projected 10% ROI YOY from site experiments via Adobe Test-&-Target
• Developed site optimization process and project managed the Site Optimization program consisting of a roughly 4 colleague-team
• Assisted in the email creation for the CRM-system
• Web-mastered content across a growing number of international websites (>7) using a CMS, with support of up to 14 languages in the CRM
• Coded dynamically generated case experiences by leveraging PHP tokens created by the development team for user identification to allow for optimization of drip campaigns and geo-located content
• Informed UX/UI decisions from reviewing analytics of KPIs, conducting multivariate tests, heatmapping, customer screenings (in-person and online), questionnaires, reflecting on industry standards and those industry leaders pushing the digital boundaries
• Compiled website traffic data for Brand Managers to negotiate deals with vendors as well as improve overall site performance & ROI via Omniture/Google Analytics
• Project-managed web requests for enhancements with Marketing, Graphic Designers, & Technology
• Developed templates for CMS & maintain/fix CMS with the Dev Ops Team.

Digital Marketing Specialist

Some healthy curiosity coupled with a desire to help others has led me to an enriching career in experimentation. 

In addition to ensuring test integrity & value, I have the privilege of advancing the CNN experimentation program through iterations to our testing: 
- platform's capabilities
- documentation
- autonomation
- methodology
- algorithms
- templates
- analyses

Specialties:
A/B Testing, Multivariate Testing (MVT), Server-Side Testing, Multi-Armed Bandit Testing, Feature Flagging, User-feedback Testing, CX Experimentation, Omnichannel Data Analysis, Data Modeling, HTML, CSS, XML, jQuery, PHP, Python, SQL, UX Research, Moderated Testing, Ethnography, Surveys, Tree Testing, Case Studies, Card Sorting, Email Marketing, Quantitative Analysis, Qualitative Analysis, Mixed Methods Research, Quality Assurance (QA) Testing, Growth Marketing, Marketing Integration, Human- Computer Interaction (HCI), Information Architecture (IA), Global Team Management, Presentation, Impression Testing, Customer Lifecycle Marketing, Copywriting, Localization Management, Consumer Insights, Virtual Reality (VR), Customer Acquisition Marketing, Channel Marketing, Reporting, eCommerce, Brand Management, Product Management, Product Marketing, Analytics Dashboard, PPC, SEM, Landing Page Optimization, Customer Relationship Management (CRM), Retention Marketing, Team Leadership, Cross-departmental Teamwork, Profile Creation, Marketing Automation, Business to Business (B2B), Business to Consumer (B2C), Customer Advocacy, Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), Lead Management, Legal Compliance, Technology Audit, Content Strategy, Consumer Marketing, Social Media Marketing, Customer Journey Strategy, Product Roadmapping, Client Relationship Management, Creative Creation

Tools:
Adobe Analytics, Adobe Target, Adobe Photoshop, Adobe Illustrator, Adobe Premiere, Adobe Dreamweaver, Google Analytics, Google Data Studio, Google Optimize, Google Adwords, Google Tag Manager (GTM), BrowserStack, Invision, Sketch, Inspectlet, Browsi, Outbrain, Moat, IAS, Looker, Chartbeat, Tableau, Snowflake, Databricks, MySQL, Hubspot, ExactTarget (Salesforce Marketing Cloud), StrongView (Selligent Marketing Cloud), Experian Cheetahmail, Email On Acid, Litmus, MixPanel, Wordpress, Magnolia, Drupal, AB Tasty, Lucky Orange, Wunderkind, Userlytics, Facebook, Youtube, Instagram, UserTesting, JIRA, Confluence, SUPR-Q, UsabilityHub, Effective Experiments, Dropbox Paper, Monday, Trello, SurveyMonkey, Wufoo, Kolor, Microsoft Excel, Outlook, PowerPoint, SharePoint, Slack, Teams, Crazy Egg

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Ian Heaton

Pablo Mojica

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