Lead CRO and experimentation strategy for National University's web and digital experiences. Own roadmap, run A/B/multivariate tests, prioritize hypotheses, measure KPIs, enable personalization, partner with cross-functional teams, and communicate results to senior leadership to drive inquiry, application, and enrollment conversion.

Lead end-to-end digital analytics across websites, products, and campaigns: implement and govern event and conversion tracking, ensure data integrity, build dashboards, connect campaign and CRM data to full-funnel outcomes, generate actionable insights, and support AI-enabled reporting and experimentation to improve conversion and user experience.

Lead UX research, journey mapping, and service design to improve prospective student engagement and enrollment. Drive research strategy, run qualitative/quantitative studies, facilitate design thinking workshops, synthesize insights into roadmaps and requirements, manage vendors and research operations, and influence cross-functional product and marketing decisions to create scalable, customer-centered digital experiences.