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I'm a customer-focused, data-led digital leader with a decade of experience delivering growth through website optimisation, experimentation, and digital experience strategy. I lead high-performing cross-functional teams and CRO programmes for brands such as Yelp, Canon, Interflora, and Charles Tyrwhitt, consistently driving measurable improvements in conversion and business performance. I combine quantitative analysis with customer insight and design thinking to create high-impact user experiences. I have built and scaled experimentation functions from scratch, defined digital product strategies, and created frameworks that enable teams to move quickly, learn continuously, and embed a culture of experimentation.…I'm a customer-focused, data-led digital leader with a decade of experience delivering growth through website optimisation, experimentation, and digital experience strategy. I lead high-performing cross-functional teams and CRO programmes for brands such as Yelp, Canon, Interflora, and Charles Tyrwhitt, consistently driving measurable improvements in conversion and business performance. I combine quantitative analysis with customer insight and design thinking to create high-impact user experiences. I have built and scaled experimentation functions from scratch, defined digital product strategies, and created frameworks that enable teams to move quickly, learn continuously, and embed a culture of experimentation.

Michael McCann

Conversion Rate Optimization Expert, Growth Marketer, Marketing Strategist, +4

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I'm a customer-focused, data-led digital leader with a decade of experience delivering growth through website optimisation, experimentation, and digital experience strategy. I lead high-performing cross-functional teams and CRO programmes for brands such as Yelp, Canon, Interflora, and Charles Tyrwhitt, consistently driving measurable improvements in conversion and business performance. I combine quantitative analysis with customer insight and design thinking to create high-impact user experiences. I have built and scaled experimentation functions from scratch, defined digital product strategies, and created frameworks that enable teams to move quickly, learn continuously, and embed a culture of experimentation.…I'm a customer-focused, data-led digital leader with a decade of experience delivering growth through website optimisation, experimentation, and digital experience strategy. I lead high-performing cross-functional teams and CRO programmes for brands such as Yelp, Canon, Interflora, and Charles Tyrwhitt, consistently driving measurable improvements in conversion and business performance. I combine quantitative analysis with customer insight and design thinking to create high-impact user experiences. I have built and scaled experimentation functions from scratch, defined digital product strategies, and created frameworks that enable teams to move quickly, learn continuously, and embed a culture of experimentation.

Available to hire

I’m a customer-focused, data-led digital leader with a decade of experience delivering growth through website optimisation, experimentation, and digital experience strategy. I lead high-performing cross-functional teams and CRO programmes for brands such as Yelp, Canon, Interflora, and Charles Tyrwhitt, consistently driving measurable improvements in conversion and business performance.

I combine quantitative analysis with customer insight and design thinking to create high-impact user experiences. I have built and scaled experimentation functions from scratch, defined digital product strategies, and created frameworks that enable teams to move quickly, learn continuously, and embed a culture of experimentation.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Head of Optimisation & Personalisation at Somebody Digital

January 1, 2022 - Present

Lead global CRO and personalisation programmes for major clients Synopsys, Rubric, Okta, and Cornerstone OnDemand, managing cross-functional teams of consultants, analysts, designers, developers, digital marketing, and SEO specialists. Established Synopsys’ personalisation program, increasing test velocity by 400% through segmentation, automation, and cross-team alignment. Boosted Cornerstone MQLs by 16% in 4 months through funnel and website optimisation. Strategic collaboration with SEO and Paid Media delivering 20 agency awards as well as CRO Agency of the Year and Digital Agency of the Year at the 2025 Global Agency Awards. Directly manage 5 in-house team members (design, dev, CRO, analytics). Embedded AI into team workflows for reporting, segmentation, prototyping, and design.

Growth Marketing & Conversion Rate Optimisation Lead at Yelp

January 1, 2021 - January 1, 2022

Established the marketing experimentation function within a new demand generation team. Owned strategy and execution across the Yelp for Business conversion funnel, delivering €7.5M incremental revenue (+300% of target). Built segmentation and insight models to identify optimisation opportunities across acquisition channels. Worked cross-functionally with product, data, engineering, and design to scale testing programs.

Head of Optimisation at AWA Digital

January 1, 2017 - January 1, 2021

Led Canon Europe’s multi-market CRO program, managing a €500k+ budget and delivering 1,500+ experiments across 15 countries. Established Russell & Bromley’s first experimentation program delivering +6 impactful experiments a month. Balanced tactical A/B testing with long-term optimisation strategy, aligning CRO with business objectives and product strategy. Partnered with local teams, engineers, and senior stakeholders to scale experimentation across multiple ecommerce stores.

Head of CRO at Response One

January 1, 2016 - January 1, 2017

Led CRO initiatives within the company.

Digital Analyst at E3 Media

January 1, 2015 - January 1, 2016

Analyzed digital performance and supported optimisation initiatives.

Web Producer at VoucherCodes.co.uk

January 1, 2012 - January 1, 2014

Managed web content and basic optimisation tasks.

Head of Optimisation and Personalisation at Somebody Digital

January 1, 2022 - Present

Lead global CRO and personalisation programmes for major clients including Synopsys, Rubric, Okta and Cornerstone OnDemand; built cross-functional teams across design, dev, analytics and marketing; embedded AI into workflows to improve reporting, segmentation and prototyping.