Digital Product Optimization Lead @ WestJet ($50M+ P&L). Founding member, IBM Global Web Testing & Personalization CoE. MBA + Engineering. Expert in CRO, A/B testing & AI personalization. 15 yrs across North America & global markets.
I lead enterprise CRO programs — currently own a $50M+ annual impact portfolio at WestJet through systematic A/B and multivariate testing. I help companies move from ad-hoc testing to structured, high-velocity experimentation.
15 years building and scaling experimentation programs — founding member of IBM's Global Web Testing & Personalization Centre of Excellence, which scaled A/B testing across 50+ markets. Expert in Optimizely and Adobe Target.
I advise Senior Leadership Teams on digital roadmap and growth strategy, currently as primary Digital Strategy advisor at WestJet. MBA + engineering background.
Founding member of IBM's Global Web Testing & Personalization CoE — built the GCC-style delivery model, infrastructure, and talent that scaled a centralized digital function across global markets.
