At UMAEZ, I lead CRO strategy and experimentation across a multi-store Shopify portfolio. I own the testing roadmap and work with marketing, retention, design, development, and external partners to optimize landing pages and customer journeys.
At Scentbird, I led CRO initiatives for DTC and subscription platforms, collaborating with product, marketing, and analytics teams on A/B tests and customer journey improvements.
Previously, I worked on e-commerce CRO at WeConvert and analyzed affiliate marketing websites for the Scandinavian market at Obsidian Media. As a freelancer, I generated hypotheses and analyzed heatmaps while supporting more than 400 clients.

