Work
I help teams find useful problems, test focused changes, and decide what to do next.
I spent nearly 13 years at Ulta Beauty, most recently leading the Digital Optimization Team. I worked alongside Product, UX, Design, Development, Analytics, and our business partners.
View résumé (PDF) · How I work · All case studies
Selected work
A useful recommendation, at the right moment →
Recommendations after an add-to-bag action increased revenue by 9% in the published team result. A focused experiment in timing and relevance.
Fewer clicks. A better question. →
A compact product rail got fewer clicks while other shopping interactions increased. We followed the evidence instead of declaring the original hypothesis a win.
Making experimentation a way of working →
The published team account reports growth from 20 to more than 65 tests a year. I led the work of connecting prioritization, delivery, learning, and the next decision.
Getting product answers closer to the source →
I gave brands a direct way to answer product questions. The workaround became a PowerReviews pilot and eventually Brand Engage.