I partner with organizations that want to achieve transformational growth with Experimentation.

Client teams and I integrate deeply to implement and scale a proven process to measurably drive growth.

I work with exec-level stakeholders to discover and activate customer insights, and advise in their decision-making process with the data and insights.

We get really clear on customers, their motivation and their buying objections with research.
 
We go beyond the surface revenue wins, and strategize tests to solve the challenge of dominating their market with Experimentation.

What sets me apart is this intersection between being a strategic thinker, a board-level communicator and being process driven.


Strategy & Roadmap Ownership
• Business alignment. We formally meet once a quarter to align on business goals, priorities and quarterly targets. Every test is directly aligned with business goals and targets KPIs that are meaningful to business growth.
• Relentless customer focus. Your business grows from its customers, and I help design and run customer research studies to inform high impact hypotheses.
• Evidence-based recommendations. The output of my work is focused on quality and confidence, and every recommendation comes with supporting evidence that facilitates its internal approval.

Executive Leadership
• Strategic Partner. I frequently earn and maintain buy-in from C-level stakeholders, overcome their objections and challenge their thinking.
•Cross-functional player. I integrate in the client teams seamlessly, break down silos, and democratize ideation by acting as a facilitator to team discussions.
• Sounding board. Clients can ask for feedback about anything and I will answer any question related to growth while clearly stating my limitations, and making introductions when a trusted partner is better suited to answer a specific question.

Precise & Rigorous Execution
• Transparency. I take care of documenting all hypotheses and customer data points and their prioritization to provide a simple, actionable document on our next priorities. 
• Driving insight into action. I aggregate data points and synthesize the information in clear and concise ways to keep you focused on the high level strategic elements. My methodology and complete details are always available to you for in depth reviews.
• Drive for activation and accountability. I ensure that outcomes from our project are assigned, actioned and completed.

Simon Girardin

CRO Tales | Experimentation Consultant & Coach or "Co-pilot" | Treachery of Data Podcast co-founder

As an app-builder, I founded Ressada, an app that uses AI (specifically, small, sustainable language models) and Python-based workflow automations to structure unstructured text, enabling analysis of surveys, reviews, chat conversations, etc., and can be used to extract insights for product and marketing teams.

I worked with various experts in the experimentation industry to create an app that includes tried-and-tested workflows and Agents that conduct deep research to identify problems and user personas, and segment analysis.

As an advocate for using small, sustainable, and ethical generative AI models, I’ve written guides to evangelise and teach effective usage, recorded video tutorials, run workshops, and posted regular social posts (mostly on LinkedIn) about the same. I also publish short satirical comics to communicate the ideas. I have also presented talks at various events.

As an experimentation manager, I have trained teams across all areas of the experimentation process (development, user research, product owners, analysts, design, etc.). A big part of this was being an advocate for experimentation, and included writing guides and documentation, video tutorials, etc. I was previously the Head of Experimentation at Trainline, helping to set up the experimentation program. 

I have judged experimentation awards at Experimentation Elite (2023, 2024, 2025) and co-host a weekly GRO Talks Roundtable event, which is like a drop-in centre for experimentation experts to discuss problems/challenges/topics.

I'm also an author of the "CRO Tales" and “Tech-bro Tales” comic series on LinkedIn; co-host of the "GRO Talks" YouTube/podcast; and co-host of the Conversion World Roundtable, which operates like a clinic, deep-diving into topics and problems related to experimentation. 

To get a quick rundown of me and what I do, visit iqbala.com

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Simon Girardin

Iqbal Ali

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