A Digital Experience Leader with 15 years of hands-on and strategic experience delivering end-to-end digital experience programs for B2C and B2B companies.
Deep expertise in UX, CRO, A/B testing, Analytics and CMS management. Proven ability to translate customer behaviour, data and usability research into practical site improvements that drive pipeline and meet commercial outcomes.
Experienced managing multidisciplinary and cross-functional teams, agencies and freelancers.
Experior — UX & CRO Agency
Led digital experience strategy across eCommerce and B2B clients. Owned site optimisation strategy and execution using qualitative and quantitative research methods — interviews, user tests, analytics, heatmaps, A/B testing — turning customer behaviour data into actionable site improvements. Managed CMS platforms including headless Shopify (Hydrogen), Storyblok and Webflow. Implemented GA4 event tracking, GTM frameworks and Looker Studio dashboards.
Yoghurt Digital — Digital Marketing Agency
Led website strategy, CRO and UX programs for major B2B and eCommerce clients including HelloFresh, Adairs, Converse, Sheridan, PE Nation, Frankbody, ANZ Bank, H&R Block, Gallagher Insurance and Kaplan Education. Built and led a 35-person multidisciplinary team across UX, design, engineering, SEO, paid media and content. Led agency-wide transformation increasing profit by 20%, reducing client churn by 20% and achieving 95% staff retention.
Equator Homewares
Owned digital strategy including SEO, SEM, email, content and CRO. Delivered a 105% improvement in conversion rate and 205% growth in organic traffic. Managed end-to-end WooCommerce CMS, focusing on content discoverability, accessibility, readability and overall user experience.
A selection of recent projects delivering measurable commercial outcomes.
eCommerce · 2025–2026
PDP & PLP optimisation — conducted user research to uncover friction points across product and category pages. Led end-to-end from designs through to engineer build, launch and QA.
+40% conversion rate · +25% ARPU
eCommerce · 2025
Built a full experimentation program from zero, leading a cross-functional team through discovery, prioritisation and execution of 20+ A/B tests over 6 months. Scaled to 7 concurrent experiments per month.
60% win rate · $120k incremental revenue · $1M+ roadmap forecast
B2B · 2025
Led end-to-end UX research across surveys, interviews, analytics and user testing to identify conversion barriers. Used A/B testing to validate assumptions before committing to redesign.
+95% inbound leads
eCommerce · 2025–2026
Ongoing site experience optimisation for a headless Shopify (Hydrogen) site. Turned usability studies and behavioural data into a prioritised improvement roadmap, managing design and engineering through execution.
50% win rate · +20% conversion rate · +20% AOV
eCommerce · Yoghurt Digital
Website strategy, CRO and UX programs across major B2C eCommerce brands. Delivered conversion optimisation, UX research, SEO and content programs across multiple client accounts.
B2B · Yoghurt Digital
Led digital experience programs across financial services and education sectors — UX research, A/B testing, CMS management and cross-functional delivery for enterprise B2B clients.