Open to opportunities

Stella Tsiona

@stellatsiona

Message

I lead product growth experiments that improve conversion funnels across web, mobile, and app products.

Sweden

Message

What I'm looking for

I'm looking to lead product growth and experimentation where I can combine analytics, UX research, and testing to improve customer journeys, build evidence-led product practices, and support cross-functional teams.

At Scandic Hotels, I lead the experimentation and CRO programme across three product teams, shaping roadmaps, hypotheses, tracking, platform selection, and test-and-learn practices for web and app experiences. I translate experimentation, analytics, and vendor decisions into clear priorities across Product, Analytics, IT, Marketing, and commercial teams.

Previously, I led EU e-commerce experimentation at Electrolux and advised global teams at IKEA, H&M, MediaMarkt, Photowall, and Aller Media. I combine quantitative analytics, UX research, usability testing, and A/B experimentation to improve sign-up and purchase funnels, build durable insight repositories, and help teams make evidence-led product decisions.

Experience

Work history, roles, and key accomplishments

Current

CRO & Experimentation Specialist for Product Growth

Current

Scandic Hotels

Jun 2025 - Present (1 year 2 months)

Set up and lead the experimentation and CRO programme across three agile product teams, owning the experimentation roadmap, hypothesis design, and sprint delivery. Led evaluation of experimentation platforms and defined technical foundations for scaled experimentation on a SPA architecture.