Speero

I lead experimentation strategy for ecommerce brands looking to grow smarter, not just harder. I blend hands-on client work with mentoring our team and shaping how the industry approaches CRO. From applying our Ecommerce Optimization Pillars to building frameworks that make testing actionable.

Ecommerce Growth Director

I've been actively involved in setting up, running, and scaling the Experimentation and CRO (Conversion Optimization) programs of growing D2C ecommerce brands, hyper-growth startups, and enterprises such as Nasdaq, Miro, Gympass, Procore, The Bouqs, and Naked & Thriving.

This is a highly varied role where I work on everything from conducting research and analyzing data, prioritizing hypotheses, developing test ideas, and consulting with clients on the learnings and results they achieve with their online experiments.

Senior Experimentation Strategist

Experimentation Strategist

Junior Experimentation Strategist

Speero (formerly CXL Agency) is an experimentation agency that helps marketing and product teams build and scale CRO, UX Research, and Experimentation Programs.

Experimentation Program Manager

CXL identifies the top 1% of practitioners and gets them to teach you what they know. Learn from the best to become one.

Invited to teach the "CRO for Ecommerce Growth" course.

Course Instructor

Platzi

Platzi helps +5M students & +1K organizations acquire new, in-demand skills and stay up-to-date with the tech industry.

Invited to teach a series of 3 courses about Digital Experimentation (in Spanish):

1. CRO (Conversion Rate Optimization)
2. A/B Testing
3. Experimentation Program Management

Gradvi

Ecommerce Agency - Shopify Partners

Implementation, management, and conversion optimization for ecommerce DTC brands.

• Ecommerce implementation
• Ongoing Conversion Optimization
• Strategy Consultation + Platform Training 
• Digital Analytics Audit, Analysis & Reporting

Founder / Ecommerce Strategist

Expand-e

Digital Agency

As a Co-Founder and General Manager, I was in charge of acquiring customers and coordinating a remote team that successfully designed, implemented, and delivered more than 70 Marketing and Ecommerce Websites for companies in 7 countries.

Web Consultant

Caracol Televisión S.A.

Responsible for multiple audio post-production workflows for television series, documentaries, and entertainment shows broadcasted countrywide and internationally.

Main Filmography:

• Esmeraldas (Emeralds, The Color of Ambition) | Surround Re-recording Mixer. 
• Niche (Beats of Love, Niche) | Re-recording Mixer, Dialogue Editor. 
• La Cacica | Dialogue Editor 
• Dulce Amor (The Sweetest Love) | Dialogue Editor 
•	Escobar, El Patrón del Mal (Pablo Escobar, The Drug Lord) | Sound Effects Editor. 
• La Suegra, La Hipocondriaca, La Promesa, Primera Dama, El Secretario | Sound Effects Editor.

Caracol Televisión S.A. is a major Colombian private television network. It’s one of the main exporters of TV Shows in Spanish throughout the world; its productions have been broadcast in 50+ countries.

Sound Editor

Growth through Experimentation and CRO | Sr. Strategist at Speero

I help ecommerce businesses achieve sustainable growth through systematic experimentation.

As an agency founder and Experimentation consultant, I have led projects on web development and conversion optimization for over 100 brands in multiple regions and verticals. This has provided me with broad expertise in customer acquisition, behavioral psychology, and data analysis that let me contribute to driving growth through systematic innovation.

Something special is happening in Brazil with experimentation and CRO 🇧🇷

Just got back from a few days in São Paulo, where we had our 2nd Experiment Live Meetup (co-organized by Speero) and the CRO Summit by CRO Brasil.

The community there is genuinely united. People engage deeply in conversations debating approaches, sharing real challenges, genuinely "trocando figurinhas".

The meetup had that raw energy of leaders and practitioners talking about the messy realities of testing. No slides, no pitches, just honest conversations.

The summit showed me the creative ways Brazilian companies are scaling experimentation and navigating organizational challenges, with a clear vision towards experimenting for meaningful business growth, not just chasing the latest silver bullet.

This community is hungry to learn but confident enough to challenge "best practices" that don't fit their reality.

I keep learning a ton from the folks there (who happen to be so nice!) and hopefully managed to give back a tiny bit of what I received.

Special shoutout to Taciana Serafím who's been a linchpin holding this community together. The work she's doing deserves recognition. 

Also to Sabina I. and Tales Sampaio for a couple fun days of much-needed IRL coworking.

Back home energized, inspired, and excited to keep contributing to what's being built there.

If you're in experimentation and haven't connected with the Brazilian community yet, you're missing out.

Carlos Trujillo

Ecomm Growth through Experimentation and CRO | Speero

Carlos Trujillo on stage at the CRO Summit Brazil

España, aquí vamos! 🇪🇸

Experiment Live Meetups are (finally!) coming to Spain in November, and I'm beyond excited to connect with the experimentation community there.

We're bringing together folks from Growth, Product, Marketing, and Data teams scaling experimentation at leading companies across Europe for what's become one of my favorite formats in the industry.

These meetups aren't your typical speaker-led event.

There are no powerpoints. No sales pitches. No fluff. Just real conversations about what's working, what's not, and what we're all still figuring out in Growth Experimentation.

I've seen how game-changing these evenings can be.

The vibe has been remarkable in 15+ cities around the world (🇨🇴 🇬🇧 🇺🇸 🇧🇷 🇩🇪 🇵🇹 🇪🇪 🇨🇦 🇲🇽 🇦🇺 🇳🇱 🇦🇪), and I can't wait to experience that same energy in Madrid (Nov 6th) and Barcelona (Nov 11th).

Registration is filling up fast. We'll have a waitlist shortly. If you want to be there, make sure to register today (find the links in the comments).

Nos vemos pronto 👋

Brought to you by Speero & AB Tasty!

Experiment Live Meetups in Madrid & Barcleona. By Speero & AB Tasty.

All is set for the Experimentation event of the year 🚀

Happening NOW in Austin! 🤠

#EXL2025

One of the best reasons to hire an experimentation agency is something most people don't consider: objectivity. 

This is particularly critical if you're thinking of running A/B tests, which are deceptively easy to get wrong. 

This matters because most in-house teams have a massive conflict of interest when analyzing their own experiments. 

Think about it: You're judged on finding winners. Your stakeholders expect wins. Your performance review might depend on how many tests "succeeded." 

So when results come in borderline, you start finding reasons why it's actually a winner. You segment the data differently. You extend the test one more week. You lower the confidence threshold "just this once." 

You're not being malicious. You're human. And humans are terrible at being objective about their own work. 

A good agency (emphasis on good, because plenty behave the same way) brings external objectivity to the program. 

When you call a winner with a tiny sample size or sketchy statistical power, they push back. When you want to cherry-pick segments, they call it out. When stakeholder pressure is pushing you to declare success prematurely, they're the ones saying "wait." 

They're not politically tied to making your boss happy (ideally). Their reputation depends on your program producing trustworthy results, not impressive-sounding percentages (ideally). 

This makes your entire program stronger and your results more reliable. 

Your learning compounds instead of being built on false positives. 

Most teams think they hire agencies for expertise or capacity. The objectivity might be more valuable than both. 

How do you deal with confirmation bias in your program?

Taplio

Carlos Trujillo's Linkedin Analytics

Carlos Trujillo

Performance ScoreCarlos Trujillo's LinkedIn Performance

What is Carlos talking about?

Carlos Trujillo's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

Taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Carlos Trujillo's Linkedin Analytics

Carlos Trujillo

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Carlos Trujillo's LinkedIn Performance

What is Carlos talking about?

Carlos Trujillo's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Carlos Trujillo's Linkedin Analytics

Performance ScoreCarlos Trujillo's LinkedIn Performance

Carlos Trujillo's Best Posts (last 30 days)