Lorenzo C.

Self-Employed

Quit my full-time job at Speero (previously CXL Agency) in Oct 2020. Spent 3 months reading a lot of books and relaxing. Finally started my own CRO consulting business in Jan 2021.

CRO, User Research and Experimentation Consultant

Speero

When there's a CRO project that Speero (previously CXL Agency) needs my help with, if I am not fully booked with my own clients, I come in and help.

CRO and Experimentation Consultant

CXL Agency

Experimentation and Growth

Convertr

Convertr helps media publishing companies save time, improve efficiencies and increase revenue by automating data cleansing, formatting and delivery to advertisers' CRMs in real time via API.

Growth

NextRoll, Inc. (formerly AdRoll Group)

Market Development

New Business Development

LC Media

Founder & CEO

payleven

Built the online and offline affiliate and referral channel from scratch.

Online Marketing

Aviatech

SEO and Online Media Specialist

SEO and Media Intern

Atlas

Sales Intern

Fotolitostar

Sales Assistant

CRO & Growth for DTC brands | ex-CXL

I wake up every day excited about growing businesses.

I have 12+ years experience in digital and tech, focusing on media buy, growth and experimentation.

Specialities (and what gets me pumped every day):

- Growing revenue and profits for DTC (including subscription based) brands using CRO, scientific experimentation and A/B testing.

- Increasing Customer LTV, decreasing Churn and improving retention.

Tools I use every day:

Analytics: Google Analytics (360), Adobe Analytics
Tag manager: GTM
A/B testing: Google Optimize, VWO, Optimizely, Adobe Target, Zoho Pagesense, Sitespect 
UX / User Testing / VOC: Hotjar, SessionCam, Usabilla, Medallia, Usability Hub, Userlytics, TryMyUI
Ecommerce CMS and apps: Shopify, Shopify+, Recharge, Smile.io, Klaviyo, Emarsys, Yotpo, Zendesk, Gorgias, JustUno, PushOwl, SMS Bump
Others: Profitwell

The Church of Jesus Christ of Latter-day Saints

- Created a new data and experimentation practice to improve conversion rates for a worldwide non-profit and consolidate 22 digital properties 
- Executed hundreds of successful multi-channel tests to optimize the digital visitor journey
- Created a consistent branded story by strategically optimizing each channel including web, social, email, video, ads, and apps
- Established governance models, agile testing frameworks, and advanced testing strategies
- Leveraged an assortment of marketing technologies/platforms to do A/B & multivariate testing, analytics, surveys, awareness campaigns, visitor segmentation, qualitative research, and personalization 
- Hired, trained, and led a cross-functional team of data scientists, developers, designers, analysts, and project managers
- Partnered across a matrix organization with product managers, technical solution managers, designers, creative directors, outside agencies, data teams, and research teams
- Presented findings to C-level leadership to align on strategy and actions and share results globally

Head of Digital Experimentation and A/B Testing

TestingTheory.com

- Created an online video training repository to train people on how to test well
- Consulted companies on digital website optimization using Google Analytics, Optimizely, VWO, and other data and marketing analytics tools

Conversion Rate Optimization Consulting and Video Training Courses 

Disruptive Advertising

- Started a new CRO division for the company and grew CRO revenues by 490% 
- Created systems and processes, hired a team, managed multiple employees and client testing programs

President Testing 

Adobe

•	Lead and mentor Adobe'e optimization consultants through shadowing, regular one on ones, and team meetings
•	Responsible for project oversight and staffing, escalation resolution, new employee onboarding, partner training and assistance, pre-sales and scoping, innovation communities of practices collaboration, streamlining management communication, coordinating and leading team onsites
•	Successfully created a team culture where the team has fun, works to do the right things, has excellence in consulting, and is focused on efficiency and client success

Optimization Consulting Team Lead

- Achieved multi-million-dollar testing wins for fortune 500 companies
- Taught companies proven testing and data-driven revenue-focused strategies 
- Collaborated across disciplines to work with analysts, marketers, executives, product managers, and IT professionals 
- Influenced company culture, challenged biases, focused on the efficiency of each action 
- Consulted marketing teams on governance issues like resource alignment, roles and responsibilities, cross-functional team communication, process creation, single success measures, and executive sponsorship and buy-in
- Proficient with Adobe Target and Adobe Analytics

Senior Optimization Consultant

All States Landscaping

•	Managed over 60 people and inspired them towards success
•	Coordinated and synchronized marketing, sales and production efforts
•	Implemented policies and procedures to achieve long and short-term goals
•	Resolved customer disputes and employee problems
•	Ran day-to-day business affairs

General Manager

Property Solutions International Inc.

•	Created sales plan model and go to market strategies
•	Sold products and services via telephone, web conferences and tradeshows 
•	Penetrated corporations to find senior-level decision makers
•	Established and maintained relationships with c-level executives

VP Sales

The Church of Jesus Christ of Latter-day Saints: Seminaries and Institutes of Religion

•	Prepared and presented 45-90 minute daily lessons 
•	Motivated teenagers to take action and improve themselves

Student Teacher

Living Scriptures

•	Marketed, prospected, and sold family DVDs across the nation
•	Succeeded as top 5 out of 70 total salesmen
•	Awarded for being number one sales team

Sales Representative

Builder of Optimization & Data Programs, Experimentation Evangelist, Leader

17 years of experience building analytics and optimization teams to improve the digital visitor experience in the eCommerce, Finance, and Technology industries. Achieved conversion rate and revenue increases worth millions of dollars for fortune 500 companies and startups by strategizing and running online experiments.

Professional competencies include consulting, conversion rate optimization, A/B testing, data analysis, segmentation, personalization, building data teams, leadership, cross-functional collaboration, and influencing the C-suite. Tool expertise includes Adobe Target, Adobe Analytics, Google Analytics, Google Optimize, Optimizely, VWO, Content Square, Qualtrics, Jira, Trello, etc.

CAREER HIGHLIGHTS
•	Started a new CRO division and grew revenues by 490% in less than a year
•	Developed testing strategies that resulted in a 85% success rate for thousands of tests run
•	Bootstrapped a data science team and took a company from a few tests per year to hundreds per year
•	Consulted with companies like T-Mobile, Delta, Adobe, Under Armour, CitiBank, Fidelity, Amazon, Staples, Kohls, Redbox, Lane Bryant, Polo, Sears, Home Depot, Lego, and American Eagle

taplio

The Battle

Lorenzo C.

Rhett Norton

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