A Different Kind of Growth Leader
Win rates and engagement lifts don't survive a board meeting. Get a growth leader who ties every experiment to revenue and the P&L instead.
Open to consulting · fractional leadership · senior growth roles
A/B tests get declared winners at 70% confidence and shipped. Six months later, nobody can find the lift in the P&L.
Leadership asks what the budget bought. At most companies the honest answer is: nobody measured it in dollars, so nobody knows.
Every result lives in a Slack thread. The next team re-runs the same test six months later. The organization never learns faster than it forgets.
"I build the other kind of program. At NRG Energy that meant infrastructure connecting every marketing lever to a revenue outcome — so we can say with statistical certainty: this worked, and here's the proof."
— Atticus Li, Conversion Rate Optimization & UX Manager · NRG EnergyScaled an enterprise experimentation program from 20 to 100 experiments in a year, connecting revenue per experiment to prove out the program.
Incrementality measurement, full-funnel A/B testing infrastructure, and revenue-driven experimentation tracking that connected every experiment to P&L impact.
Sole analytics function for SVB's entire Startup Banking division — owned both marketing analytics and product analytics end-to-end during the bank's highest-growth phase.
Built the measurement infrastructure that tracked startup acquisition from first touch to funded account. Owned conversion funnel analytics, digital channel performance, and product usage data for a division serving thousands of VC-backed startups across four new markets.
Using AI to accelerate every stage of the experimentation lifecycle — from hypothesis generation to content production to full-stack product development.
Built 7 full-stack applications with AI-augmented development. Automated behavioral science content pipelines. Pioneered AI-assisted experiment design and analysis workflows.
Testing programs that show up on the P&L.
Every experiment starts with a revenue hypothesis — a dollar outcome named before a single line of code is written.
Case studyMore revenue from the traffic you already have.
Full-funnel CRO: behavioral analysis, friction mapping, and lift measurement from first visit to retention.
Case studyDecisions built on how people actually buy.
Framing, choice architecture, loss aversion, social proof — applied to real marketing and product decisions, not slideware.
See the methodKnow what's working. Kill what isn't. Prove it.
Attribution, incrementality, and causal inference — the measurement layer that makes confident decisions possible.
See the methodPractical frameworks for growth leaders responsible for revenue. A/B testing, behavioral science, and conversion optimization — with the math to back it up.
Learn more (opens in new tab)The experimentation platform I built for CRO teams. Sample size calculators, post-test analysis, frameworks, and deep dives on what actually moves revenue — powered by real A/B test data.
Learn more (opens in new tab)Built from zero to 35K+ users with no paid spend. A live case study in lean growth — applying the same experimentation principles I use at NRG to a consumer product.
Learn more (opens in new tab)Every week: one experiment, one framework, one insight to make your marketing more evidence-based and your revenue more predictable.
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200+ issues of experiments, frameworks, and field reports from inside a Fortune 150 growth team.
Open Substack (opens in new tab)Three ways in: a fixed-scope experimentation audit, a strategy engagement, or fractional growth leadership. Hiring for a senior growth role? Same door.
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