Caz Ching

Led, developed and executed optimization strategies aligned with Coles' objectives across web and app platforms, including client and server-side experiments. Gathered and documented test requirements, formulated and validated A/B hypotheses through qualitative and quantitative data analysis, and calculated sample sizes and statistical significance. Analyzed test data to uncover data-led insights for the experimentation roadmap; reported outcomes to stakeholders using Adobe Analytics & Target data. Drove continuous innovation by partnering with product teams to apply insights from online experiments to improve customer experiences. Collaborated across Digital Experience, SEO and Product & Engineering teams, and with clients, to ensure optimal outcomes; acted as a subject-matter expert for UX and conversion drivers. Built a culture of 'test and learn' and advocated for the value delivered by Personalisation and Experimentation teams.

Led the ongoing CRO program to drive conversions across websites and landing pages; from ideation through research and data collection to building optimization strategies that met and exceeded monthly targets. Planned and executed A/B testing and on-site user testing with surveys and heatmaps to understand user behavior; audited GA data across journeys and conversions to identify opportunities for lift; tracked and communicated results to the broader team.

Planned, conducted and evaluated in-depth market research using qualitative and quantitative methodologies to uncover clients' target markets, competitive landscapes and user needs. Identified opportunities for CRO by understanding users and their goals, and developed ROI-driven optimization plans across landing pages and sales funnels.