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

Vista

Sr. Product Manager Experimentation

Experimentation Media

Our mission is to make the world more experiment led. We do that by curating and sharing the best content and stories around experimentation + help companies find the best talent via ExperimentationJobs.com, the #1 Job Board for Experimentation & CRO roles.

Co-Founder

I speak at events about analytics, experimentation and data-driven decision making.

- Experimentation Conference at Booking.com (May 27, 2024) 
- EASE: Conference on Evaluation and Assessment in Software Engineering (June 15, 2022)
- ICSE SEIP: Software Engineering in Practice (May 12, 2022)
- Guest lecture software architecture, Delft University of Technology (March 11, 2022)
- Guest Lecture Tilburg University (December 2, 2021)
- Conversion Hotel, Texel (November 21, 2021)
- DDMA CRO Awards (November 4, 2021)
- Guest Lecture 'Experimentation & Causal Inference' RSM Erasmus University (October 6, 2021)
- Alumni Event Asset Marketing Tilburg, online (February 9, 2021)
- MIT CODE Conference on Digital Experimentation, online (November 20, 2020)
- Peppered Klantendag, Rotterdam (February 13, 2020)
- Emerce Financials, Amsterdam (November 26, 2019)
- Emerce Conversion, Amsterdam (April 11, 2019)
- Dialogue Donderdag, Utrecht (February 14, 2019)
- Marketing & Insights Event, Utrecht (February 7, 2019)
- Social Media & Marketing Event, The Hague (January 22, 2019)
- Digital Analytics Conference, Utrecht (October 9, 2018)
- Guest lecture software engineering, Delft University of Technology (June 14, 2018)
- Marketing Insights event, Utrecht (February 17, 2017)
- Digital Analytics Conference, Utrecht (October 12, 2016)
- ContentCafé, Utrecht (March 9, 2016)
- Digital Data Tips Tuesday (February 9, 2016)
- Marketing & Insights Event, Utrecht (February 4, 2015)
- Webtrekk Summit, Berlin (May 29, 2015)
- Webanalytics conference, Houten (March 14, 2012)
- Webanalytics conference, Houten (2011)
- Webanalytics conference, Amsterdam (2009)

Public Speaker

Product Manager Digital Analytics & Experimentation

Manager Data Analytics | Data Analyst

Product Manager Experimentation

Main responsibilities and key achievements:
• build and manage a high performing analytics team (6 FTE, including a Technical Web Analyst)
• own and build digital analytics toolkit
• drive conversion optimization program: 5 cross-functional teams (consisting of online marketeers, analysts, UX and content specialists)
• own tracking, reporting, analysing and optimising of all customer behavior on ING.nl and Online/Mobile Banking
• optimize sales/service objectives for ING.nl and Online/Mobile Banking.
• create a 'culture of analytics' through education and evangelism
• empower the end user of analytics tools
• drive change based on data and provide strategic insights
• manage external vendors and agencies

Teammanager Digital Analytics

Main responsibilities and key achievements:
• produce, analyze and present customer insights that improve sales and service of the (My) ING.nl website
• optimize conversion via A/B testing and campaign/purchase funnel optimization
• drive organizational change to evolve from ad-hoc reporting to insights
• lead team in prioritizing multiple competing requests
• manage external partners to ensure consistent and accurate measurement
• lead Omniture SiteCatalyst implementation for new ING.nl website
• developed traffic and sales forecast models

Hands-on experience with the following tools: SiteSpect, Unica NetInsight, Adobe Analytics, Omniture SiteCatalyst, Omniture Discover, Omniture SearchCenter, Google Analytics, AdWords and Insights for Search, Business Objects, Excel.

Sr. Web Analyst

Postbank

Main responsibilities and key achievements:
• create, maintain & deliver various dashboards / reports / KPI's for key stakeholders
• analyse customer behavior on Postbank.nl and Online Banking (A/B testing + quantitative/qualitative data)
• present clear, concise, and actionable results and insights

Hands-on experience with the following tools: Omniture SiteCatalyst, Omniture Discover, Omniture SearchCenter, Google Analytics, AdWords and Insights for Search, Business Objects, Excel.

Web Analyst

GeoMarktprofiel

GeoMarktprofiel (Wegener Direct Marketing) creates and uses data to enable clients to find, manage and reach customers in the most profitable way.

I was responsible for performing, reporting and presenting (the results of) statistical analysis on consumer databases. For example: customer profiling, regression analysis and developing marketing databases. I worked on projects for several companies in the financial, media, tourism, telecom, retail and charity sector. Main goal was always to improve effectiveness on marketing activities.

Database Marketing Consultant

Product Manager Experimentation at Vista

I like to approach life as a series of experiments. Challenging the status quo. Thinking creatively out-of-the-box. Start small and scale when it works. Learning new things. And helping others to come to the best decision. And with everything I use data. Big, small, quantitative or qualitative data.

In my free time I like to climb a Scottish munro and take photos of anything that gets into my frame.

I write a weekly newsletter where I share articles on analytics & experimentation that (I think) everyone should read. You can subscribe via https://kevinanderson.substack.com/

Feel free to reach out to me and share what you would like to learn.

Kevin Anderson

I almost got scammed.
 
Last week I received a typical recruiter style email. Generic, a bit too polished, and clearly written with AI. They were “very impressed with my profile”.
 
The email appeared to come from Kobi Ampoma, Head of Talent Acquisition at The HEINEKEN Company. It even included a link to his LinkedIn profile. The only thing that stood out was the sender address: a personal Gmail account (kobiampoma@gmail.com).
 
Normally I would delete messages like this, but this time I replied with a simple line: “Sounds interesting, can you share more details?”
 
They came back with an extremely detailed job description. A senior experimentation role. Well written. Relevant to my background. It even included a realistic salary range. On the surface, nothing felt off.
 
And although I stopped drinking alcohol two years ago, I still think Heineken 0.0 is one of the best. So I got interested.
 
I shared that I was not looking for a full time position, but could support on a freelance basis, help shape the experimentation capability, and even help them find the ideal candidate through Experimentation Jobs.
 
“Kobi” replied that this all sounded very relevant and promising, and they only needed my resume.
 
At that point, I reached out to the real person on LinkedIn to double check. They confirmed it was not them. The whole exchange was fake.
 
A few reflections:
 
• Phishing is getting very sophisticated
• Messages now look polished and tailored
• Salary ranges and responsibilities can be generated instantly with AI
• Scammers often imitate real employees to earn trust
• A single red flag, like an unexpected email domain, can save you
 
What helped me:
 
• Verify unexpected outreach on a second channel
• Be careful before sharing your CV
• Trust your instincts when something feels slightly off
 
Posting this so others stay aware. The attacks are getting smarter, and small details can make all the difference.

Fractional Product & Experimentation Leader | Writes Experimental Mind | Finds talent via Experimentation Jobs

This is the number of open roles on Experimentation Jobs over the last three years. There is clearly a big jump in the last couple of months.

What is your hypothesis for this big jump?

(I'll share mine in a week's time or so)

Last weekend I was at Conversion Hotel for the eighth time. I wrote a short recap with my reflections from this year’s edition.

https://lnkd.in/eTaBsGXW

A big thank you to Ton Wesseling and the crew for creating such a unique conference experience, and to everyone I met for the great conversations.

#CH2025

Arrived early to the Dutch Experimentation Island aka Conversion Hotel.

Looking forward to learn, connect and enjoy.

#experimentation #ch2025

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