Applied Experimentation Lead · NRG Energy (Fortune 150)
I'm Atticus Li — I build the systems that convert marketing spend into certainty. $30M+ in verified revenue impact through A/B testing, geo-targeting, and conversion optimization.
Teams run A/B tests, declare a winner at 70% confidence, and ship — then wonder why the revenue lift never materialized.
Leadership asks 'did that campaign work?' The answer is always 'engagement was up.' Nobody asks if it moved revenue.
Every test result lives in a Slack thread. The next team runs the same test six months later. The organization never learns faster than it forgets.
"I spent 9 years fixing that. At NRG Energy I built the infrastructure that lets us connect every marketing lever to revenue outcomes — and say with statistical certainty: this is what works, and here's the proof."
— Atticus Li, Lead Applied Experimentation · 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.
Applied startup growth strategy and experimentation-driven decisions to a consumer product built with zero paid ad spend.
Grew Jobsolv from zero to 30K+ users using behavioral design, onboarding optimization, and AEO & SEO.
Designing experiments with revenue hypotheses from day one. Every test is connected to a dollar outcome before a single line of code is written.
Case studyFull-funnel CRO from awareness through retention. Behavioral analysis, friction mapping, and systematic lift measurement across every touchpoint.
Case studyApplying decision science — framing, choice architecture, loss aversion, social proof — to real marketing and product decisions.
Building the measurement infrastructure that makes reliable decision-making possible. Attribution, incrementality, and causal inference at scale.
Practical 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)Built from zero to 30K+ 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)Open sessions for growth practitioners, career changers, and early-stage founders. Focused on experimentation strategy, CRO, and building data-driven growth programs.
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.
