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I’m a senior marketing operations and experimentation leader with 10+ years of experience driving campaign optimization, A/B testing, and data-informed decision-making across B2B, SaaS, ecommerce, and education sectors. I’m passionate about turning insights into measurable ROI and collaborating across marketing, analytics, and engineering to elevate campaign performance. I excel at building scalable testing frameworks, improving conversion efficiency, and documenting best practices that raise the quality of marketing execution. I enjoy partnering with cross-functional teams and Fortune 500 brands to scale experimentation programs and share knowledge through clear, actionable guidance.…I’m a senior marketing operations and experimentation leader with 10+ years of experience driving campaign optimization, A/B testing, and data-informed decision-making across B2B, SaaS, ecommerce, and education sectors. I’m passionate about turning insights into measurable ROI and collaborating across marketing, analytics, and engineering to elevate campaign performance. I excel at building scalable testing frameworks, improving conversion efficiency, and documenting best practices that raise the quality of marketing execution. I enjoy partnering with cross-functional teams and Fortune 500 brands to scale experimentation programs and share knowledge through clear, actionable guidance.

Deborah O'Malley

Marketer, Marketing Strategist, Growth Marketer, +2

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I’m a senior marketing operations and experimentation leader with 10+ years of experience driving campaign optimization, A/B testing, and data-informed decision-making across B2B, SaaS, ecommerce, and education sectors. I’m passionate about turning insights into measurable ROI and collaborating across marketing, analytics, and engineering to elevate campaign performance. I excel at building scalable testing frameworks, improving conversion efficiency, and documenting best practices that raise the quality of marketing execution. I enjoy partnering with cross-functional teams and Fortune 500 brands to scale experimentation programs and share knowledge through clear, actionable guidance.…I’m a senior marketing operations and experimentation leader with 10+ years of experience driving campaign optimization, A/B testing, and data-informed decision-making across B2B, SaaS, ecommerce, and education sectors. I’m passionate about turning insights into measurable ROI and collaborating across marketing, analytics, and engineering to elevate campaign performance. I excel at building scalable testing frameworks, improving conversion efficiency, and documenting best practices that raise the quality of marketing execution. I enjoy partnering with cross-functional teams and Fortune 500 brands to scale experimentation programs and share knowledge through clear, actionable guidance.

Available to hire

I’m a senior marketing operations and experimentation leader with 10+ years of experience driving campaign optimization, A/B testing, and data-informed decision-making across B2B, SaaS, ecommerce, and education sectors. I’m passionate about turning insights into measurable ROI and collaborating across marketing, analytics, and engineering to elevate campaign performance.

I excel at building scalable testing frameworks, improving conversion efficiency, and documenting best practices that raise the quality of marketing execution. I enjoy partnering with cross-functional teams and Fortune 500 brands to scale experimentation programs and share knowledge through clear, actionable guidance.

Skills

Email Marketing

Branding

Data Visualization

Experience Level

Email Marketing

Expert

Branding

Expert

Data Visualization

Intermediate

Language

English

Fluent

Work Experience

Adjunct Professor, Product Analytics at Queen’s University – Smith School of Business

February 1, 2023 - Present

Teach product analytics and digital experimentation within the Master of Digital Product Management program, focusing on campaign analysis, A/B testing, and data-driven optimization. Guide students in applying quantitative and qualitative research methods to optimize marketing funnels, landing pages, and user journeys. Develop structured experimentation frameworks emphasizing data integrity, statistical rigor, and actionable insights. Awarded the Distinguished Faculty Teaching Award (2024) for excellence in student engagement and learning outcomes.

Director of Experimentation at GuessTheTest

January 1, 2018 - Present

Lead a global experimentation and marketing optimization platform focused on improving A/B testing execution and campaign decision quality. Design and analyze hundreds of A/B test case studies spanning email campaigns, landing pages, messaging frameworks, and conversion flows. Evaluate campaign performance data to identify optimization opportunities and improve marketing ROI. Collaborate with Fortune 500 brands and cross-functional stakeholders to document best practices for experimentation and marketing operations. Create clear documentation and educational resources outlining testing workflows, governance standards, and optimization strategies.

Senior CRO Strategist at Convert Experts

January 1, 2016 - January 1, 2025

Led marketing optimization and CRO programs for global brands including Peet’s Coffee, ActivTrak, Home Title Lock, Zumio, Generation Genius, and Luxy Hair. Executed structured A/B testing programs across email, landing pages, and acquisition funnels, increasing conversion rates by an average of 30%. Conducted in-depth campaign analysis, heuristic evaluations, and user behavior research to inform optimization strategies. Partnered with marketing, product, and engineering teams to scale experimentation programs and streamline campaign execution workflows. Documented optimization processes to improve consistency, speed, and execution quality across teams.

Director of Digital Development at Behave.org (formerly WhichTestWon)

January 1, 2015 - August 31, 2018

Developed and analyzed hundreds of A/B test case studies focused on campaign performance, messaging effectiveness, and behavioral psychology. Translated experimentation insights into actionable marketing and optimization recommendations. Collaborated with UX/UI designers and marketing teams to improve usability, engagement, and conversion outcomes.

User Experience Specialist at Various Clients

September 1, 2008 - August 31, 2018

Conducted large-scale moderated and unmoderated usability and user experience studies, eye-tracking experiments, and qualitative research studies to support marketing and conversion optimization initiatives. Analyzed analytics and behavioral data to identify friction points within marketing and ecommerce experiences. Applied UX and UI best practices to improve campaign landing pages and conversion flows.