Case Studies & Highlights

Piloted and introduced packaged insights —highly-scannable, AI-aggregated content blocks that distilled user reviews into bite-sized, persona-tailored takeaways.
To build it, we mapped user behavior, engaged with key business leaders to understand topics and markets with highest need, and collaborated with data leaders to extract sentiment and themes.
The feature turned fragmented UGC into structured, digestible insights—helping users evaluate solutions faster and improving downstream platform stickiness.
Results: Tripled engagement on high-traffic pages, boosted CTR by 4%, and increased repeat visits by 20%.

To reduce friction in Gartner Peer Insights’ content funnel, we launched smart review assist functionality — AI-powered tools that suggest headlines, corrected grammar, translate content, and nudge users to complete submissions.
My team validated pain points via funnel analytics and user interviews, prototyped with design, and partnered with NLP engineers to launch iteratively.
This feature reframed content creation as a guided, low-effort experience—improving both volume and value of user-generated insights.
Results: 171% YoY increase in submitted reviews, 18% reduction in drop-off, and improved quality scores across key verticals.

Launched GoDaddy’s first AI/LLM-powered chatbot to guide high-intent users through product selection and checkout.
After mapping common drop-offs and support pain points, we piloted the bot with intent modeling, decision trees, and embedded personalization.
This chatbot transformed our sales funnel into a proactive, guided experience—boosting revenue while reducing support load. Future iterations included support automations for high-volume, low-value tasks such as password reset and payment management.
Results: 169% increase in qualified leads and a 4% lift in conversion for high-value personas.

We overhauled the homepage experience with behavior-triggered content modules based on ML-driven propensity models.
I led testing across ten global markets, piloting and scaling GoDaddy's first multi-armed bandit platform to continuously optimize placements.
By surfacing relevant content and products, we turned a static page into a dynamic growth lever.
Results: $9.5M in attributed revenue over 18 months and 20% faster experimentation cycles.

We introduced machine learning to automate transcript and credit transfer evaluations.
My team integrated 17 external education data sources and designed a transparent decision UI.
We removed a major enrollment barrier and gave students clarity from day one.
Results: 12% lift in conversion and faster onboarding.

I led the launch of Kaplan’s first digital financial aid and loan management system.
Partnered with engineers and third-party data sources to parse and unify disparate student information and improve API library in highly regulated financial sector.
This initiative turned a manual, high-friction process into a seamless self-service experience for remote learners.
Results: 2x retention for key personas and significantly reduced time-to-funding.

I led the development of a mobile-first e-commerce flow for onboard bookings—shore excursions, spa services, dining, and more.
This included kiosk, web, and mobile integrations across 45 shipboard tech stacks.
We gave guests the flexibility to customize their vacation on the go, unlocking new monetization channels.
Results: $7M in net new revenue and a 12-point NPS lift.

We launched a digital wallet and folio system through SAP Hybris, enabling guests to manage all purchases in one place.
I drove user research, system integration, and rollout.
This feature simplified spending and increased trust in the digital booking experience.
Results: Boosted transparency and reduced onboard service desk load.

We built a high-velocity A/B testing framework to optimize content personalization, pricing, positioning, and signup flows.
I collaborated with marketing, product, and engineering to run multivariate tests weekly.
This laid the foundation for a culture of data-driven iteration and proved the value of personalized, long-form, and editorial content.
Results: Sustained weekly testing velocity and meaningful gains in activation and paid upgrades.

To drive top-of-funnel growth, I led experimentation to launch Citrix’s first freemium offers on GoToMeeting.
We tested gated features, time limits, and pricing page UX.
This shift redefined trial-to-paid conversion and scaled pipeline velocity.
Results: 59% YoY increase in conversions and double-digit NPS growth.

I ran over 100 digital promos through Norwegian’s e-commerce platform.
Highlights include introducing a performance-based experimentation model to test creative, pricing, and positioning.
This experimentation mindset brought predictability and ROI discipline to NCL’s merchandising playbook.
Results: Average promo ROI exceeded 12%, with standout campaigns exceeding 20%.

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