Built the enterprise experimentation program from scratch across 5 regulated energy retail brands — Reliant Energy, Direct Energy, Green Mountain Energy, Cirro Energy, and Discount Power — serving 7 million customers in 24 states.
Scaled test velocity from under 20 to 100+ experiments per year. Designed the hypothesis engine, revenue measurement system, and standardized statistical methodology that now powers experimentation across all brands. Connected every experiment to revenue per experiment to prove program value to the C-suite. Report directly to senior marketing leadership and CMOs.
Electricity is a commodity — the kilowatt-hour is identical across brands. What isn't identical is the buyer. Each brand targets a distinct segment, so "what wins" is never the same test twice:
The flagship, highest-recognition name — growth lever is reducing friction for an audience that already defaults to the brand.
Straightforward, comparison-friendly plans — growth lever is price transparency for customers actively rate-shopping.
100%-renewable positioning — growth lever is values-based messaging and willingness-to-pay for clean power.
No-frills, online-managed plans — growth lever is self-service funnel and onboarding UX.
Budget and no-deposit plans — growth lever is deposit-friction reduction and retention economics.