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I have extensive experience in CRO and a/b testing, across a variety of industries. I excel at heuristic analysis to populate a backlog of high impact tests. I have owned the end to end process in many of my roles, from hypothesis generation to reporting and stakeholder management.…

Whitney Dougherty

Conversion Rate Optimization Expert, Growth Marketer, Marketing Strategist, +1

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I have extensive experience in CRO and a/b testing, across a variety of industries. I excel at heuristic analysis to populate a backlog of high impact tests. I have owned the end to end process in many of my roles, from hypothesis generation to reporting and stakeholder management.…

Available to hire

I have extensive experience in CRO and a/b testing, across a variety of industries. I excel at heuristic analysis to populate a backlog of high impact tests. I have owned the end to end process in many of my roles, from hypothesis generation to reporting and stakeholder management.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Conversion Rate Optimization Manager (Growth) at Weight Watchers International

March 22, 2022 - September 24, 2024

Established a rapid experimentation team and processes, working closely with Growth Product Managers, contributing to a 10% LT V lift in 2023. Developed across-functional teams executing A/B tests across the organization and on varied platforms. Established a framework for an in-house A/B testing tool for acquisition platforms. Responsible for overall processes, backlog, roadmaps, prioritization, reporting, and stakeholder communication.

Website Optimization Specialist at M&M Food Market

September 20, 2020 - March 22, 2022

Operated as Product Owner of CRO program and processes for end-to-end optimization of food retail website. Implemented event and click tracking via Google Tag Manager, leading to vastly improved insights. Established best-practice localization and technical SEO strategy for launch of re-platformed website. SEO-related efforts led to +20% increase in organic traffic. Managed CRO tools and related agency relationships.

Group Conversion Manager at The AA

January 1, 2016 - September 20, 2020

End-to-end optimization of breakdown cover sales journey and landing pages, including data-driven hypothesis generation, road map and backlog management. Drove data analysis of user experience to inform CRO program. Produced +20% lift in breakdown cover conversion rate from 2016 to 2017 and click-through rate increases on main landing page.

Digital Optimization Executive at ODEON / UCI Cinemas

March 1, 2014 - December 1, 2015

Subject matter expert for all digital optimization, testing, and lead on development projects. Implemented extensive digital review, bringing in results of quantitative data, QA, UX testing, heatmaps, and user feedback. UX design and delivery of adaptive mobile journeys increased conversion rate by 150% on average. Attained CEO buy-in for split-testing which led to a data-driven approach to new developments.

Ecommerce Lead at Belgique

May 1, 2012 - December 1, 2012

Directed all ecommerce activity for niche retail and brick-and-mortar cafe business. Built and launched a bespoke ecommerce subsite, which increased category sales by 50%.

Website Optimization Executive at Thomas Cook Ltd

January 1, 2013 - March 1, 2014

Assisted lead CRO in running split-tests, idea generation, and reporting. Hypothesis generation and test QA.