I am a Senior CRO and experimentation leader with 10+ years’ experience driving growth across regulated gambling and enterprise e‑commerce. Currently I lead multi‑brand optimisation across payments, onboarding, sportsbook and responsible gaming for an international operator. I build experimentation as a commercial operating system—combining SRM, power, incrementality and governance with delivery to create repeatable growth and defensible product decisions. In FY2025 I delivered £7m+ incremental revenue via validated experiments and scaled personalisation, running 25–35 experiments per year across onboarding, payments and sportsbook engagement across eight brands. I reduced time‑to‑insight by 4–8 weeks through a tighter discovery‑to‑launch cadence and measurement readiness. I mentor PMs and analysts, and present in director forums.…

Mike Dorrell

PRO

I am a Senior CRO and experimentation leader with 10+ years’ experience driving growth across regulated gambling and enterprise e‑commerce. Currently I lead multi‑brand optimisation across payments, onboarding, sportsbook and responsible gaming for an international operator. I build experimentation as a commercial operating system—combining SRM, power, incrementality and governance with delivery to create repeatable growth and defensible product decisions. In FY2025 I delivered £7m+ incremental revenue via validated experiments and scaled personalisation, running 25–35 experiments per year across onboarding, payments and sportsbook engagement across eight brands. I reduced time‑to‑insight by 4–8 weeks through a tighter discovery‑to‑launch cadence and measurement readiness. I mentor PMs and analysts, and present in director forums.…

Available to hire

I am a Senior CRO and experimentation leader with 10+ years’ experience driving growth across regulated gambling and enterprise e‑commerce. Currently I lead multi‑brand optimisation across payments, onboarding, sportsbook and responsible gaming for an international operator. I build experimentation as a commercial operating system—combining SRM, power, incrementality and governance with delivery to create repeatable growth and defensible product decisions. In FY2025 I delivered £7m+ incremental revenue via validated experiments and scaled personalisation, running 25–35 experiments per year across onboarding, payments and sportsbook engagement across eight brands. I reduced time‑to‑insight by 4–8 weeks through a tighter discovery‑to‑launch cadence and measurement readiness. I mentor PMs and analysts, and present in director forums.

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Language

English
Fluent

Work Experience

Senior Optimisation Manager at FDJ United
January 1, 2022 - Present
Own experimentation strategy across Payments, Onboarding, Sportsbook and Responsible Gaming for eight brands. Lead the end-to-end lifecycle: opportunity discovery, hypothesis design, QA, measurement, decisioning and rollout. Delivered £7m+ incremental revenue (FY2025) via validated experiments and personalisation; improved deposit conversion, engagement and lifetime value. Implement SRM monitoring, power plans, incrementality checks and guardrails to protect validity and manage risk. Partner with Analytics on pre-launch tracking assurance; improved velocity and reduced time-to-insight by up to two months. Onboarded teams to Growthbook; mentored PMs and analysts on hypothesis quality and decision standards.
Digital Optimisation & Insights Manager at Howdens
January 1, 2019 - December 31, 2022
Owned CRO and digital insight across a £15m+ e-commerce platform supporting national trade and consumer journeys. Built a centralised experimentation and analytics capability, shifting decision-making from opinion-led changes to measurable outcomes. Delivered +3% CVR and +15% KPI uplift across acquisition, product discovery and checkout journeys. Designed and implemented a full-funnel GTM tracking framework (50+ events) enabling attribution and experiment measurement. Built executive dashboards adopted by the C-suite; influenced trading, marketing and digital investment decisions. Partnered cross-functionally to prioritise roadmap investment and improve measurement quality.
Digital Optimisation Manager at Howdens
January 1, 2018 - December 31, 2019
Established the company’s first experimentation programme across the website and customer journey. Built experimentation governance, prioritisation and reporting from scratch. Delivered early wins (+2% CVR) securing ongoing investment and senior sponsorship. Introduced structured hypothesis design and statistical validation standards.
E‑Commerce Manager at CCF (Travis Perkins Group)
January 1, 2014 - December 31, 2018
Led digital trading and optimisation for a national B2B distributor undergoing e-commerce transformation. Owned trading performance, merchandising and conversion optimisation across the online channel. Delivered +45% AOV, 300% YoY online growth and £3m+ incremental revenue. Partnered with marketing, operations and IT to scale digital revenue and improve customer experience.

Education

BA (Hons) Marketing Management at University of Birmingham
January 11, 2030 - February 7, 2026
Executive Mini MBA at AI Accelerator
January 11, 2030 - February 7, 2026
BA (Hons) Marketing Management at University of Birmingham
January 11, 2030 - February 7, 2026
Executive Mini MBA at AI Accelerator
January 11, 2030 - February 7, 2026

Qualifications

Google Analytics Advanced
January 11, 2030 - February 7, 2026
ContentSquare Expert
January 11, 2030 - February 7, 2026
BA (Hons) Marketing Management – University of Birmingham
January 11, 2030 - February 7, 2026
Executive Mini MBA – AI Accelerator
January 11, 2030 - February 7, 2026
Google Analytics Advanced
January 11, 2030 - February 7, 2026
ContentSquare Expert
January 11, 2030 - February 7, 2026

Industry Experience

Gaming, Software & Internet, Financial Services, Retail
    paper Building Trustworthy Experimentation in Complex Digital Environments

    I led experimentation and optimisation across complex, high impact digital journeys where changes carried commercial, technical and regulatory risk. In these environments, experimentation needed to support confident decision making rather than simply increase test volume.

    The challenge was not a lack of testing activity, but a lack of confidence in results. Stakeholders were cautious about acting on outcomes due to uncertainty around measurement quality, statistical confidence and rollout risk. This slowed decision making and reduced the practical value of experimentation.

    My focus was on strengthening experimentation foundations rather than chasing quick wins. I improved discovery and hypothesis quality, ensured measurement readiness before launch, introduced clear statistical and decision standards, and worked closely with analytics and engineering teams throughout the lifecycle. Experiments were designed to answer meaningful questions, even when the expected outcome was learning rather than uplift.

    As a result, experimentation became a trusted input into product and business decisions. Teams were able to move faster with greater confidence, and conversations shifted from debating results to acting on insight. Optimisation efforts became more focused, deliberate and aligned to wider product goals.