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I am a data and optimisation veteran with over 18 years of experience working with data, and in Conversion rate optimisation and experimentation. I have helped dozens of companies deliver over £1 billion in incremental annual revenue through a combination of user research, UX/UI, web analytics, and experimentation. In the past few years, I have spoken on or at various podcasts, webinars, and conferences and helped to run events in the analytics/Conversion rate optimisation community as well as setting up a group for People of Colour in Experimentation and the related field.…I am a data and optimisation veteran with over 18 years of experience working with data, and in Conversion rate optimisation and experimentation. I have helped dozens of companies deliver over £1 billion in incremental annual revenue through a combination of user research, UX/UI, web analytics, and experimentation. In the past few years, I have spoken on or at various podcasts, webinars, and conferences and helped to run events in the analytics/Conversion rate optimisation community as well as setting up a group for People of Colour in Experimentation and the related field.

A. Athwal

Conversion Rate Optimization Expert, Data Analyst, Data Visualizer, +1

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I am a data and optimisation veteran with over 18 years of experience working with data, and in Conversion rate optimisation and experimentation. I have helped dozens of companies deliver over £1 billion in incremental annual revenue through a combination of user research, UX/UI, web analytics, and experimentation. In the past few years, I have spoken on or at various podcasts, webinars, and conferences and helped to run events in the analytics/Conversion rate optimisation community as well as setting up a group for People of Colour in Experimentation and the related field.…I am a data and optimisation veteran with over 18 years of experience working with data, and in Conversion rate optimisation and experimentation. I have helped dozens of companies deliver over £1 billion in incremental annual revenue through a combination of user research, UX/UI, web analytics, and experimentation. In the past few years, I have spoken on or at various podcasts, webinars, and conferences and helped to run events in the analytics/Conversion rate optimisation community as well as setting up a group for People of Colour in Experimentation and the related field.

Available to hire

I am a data and optimisation veteran with over 18 years of experience working with data, and in Conversion rate optimisation and experimentation.

I have helped dozens of companies deliver over £1 billion in incremental annual revenue through a combination of user research, UX/UI, web analytics, and experimentation. In the past few years, I have spoken on or at various podcasts, webinars, and conferences and helped to run events in the analytics/Conversion rate optimisation community as well as setting up a group for People of Colour in Experimentation and the related field.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Beginner

Beginner

Beginner

Language

Panjabi, Punjabi

Advanced

French

Beginner

Italian

Intermediate

Spanish; Castilian

Intermediate

Work Experience

Lead Performance Analyst at Transform – HMRC (Contract)

July 1, 2025 - Present

Created a performance framework and tracking plan for key KPIs; built tracking in GTM to enhance GA4 capabilities and GDPR compliance; produced reports and dashboards; upskilled team in GA4/Data Studio/Clarity; managed ad-hoc data requests; led feature flag CRO and data-driven optimisation; pulled data from AWS and New Relic using Python/SQL.

Lead Performance Analyst at CGI – GDS-Cabinet Office (Contract)

April 1, 2025 - July 1, 2025

Created performance framework and KPI tracking; implemented GTM tracking to improve GA4 capabilities and GDPR compliance; built reports/dashboards and upskilled team in GA4/Data Studio/Clarity; collaborated with stakeholders and managed data sources.

Lead Performance Analyst at DEFRA (Contract)

November 1, 2024 - April 1, 2025

Developed performance framework and KPI tracking; enhanced GA4 tracking via GTM; built dashboards and reports; ran experiments to improve customer experience; supported data-driven decision making.

Lead Digital Optimisation Specialist at Lowell (Contract)

June 1, 2024 - November 1, 2024

Managed backlog of CRO ideas across the DACH region; analysed tests, built tracking and reporting; collaborated with Marketing Lead on P/L; mentored junior staff and led an optimisation squad.

Lead Performance Analyst at IBM (Home Office end client)

December 1, 2023 - May 1, 2024

Created performance framework and KPI plan; selected analytics providers; set up tracking; managed optimisation program; built reports/dashboards; conducted data analysis and experiments to support a test-learn-optimise approach.

Lead Performance Analyst at Made Tech (DLUHC end client)

July 1, 2023 - October 1, 2023

Established performance framework for KPI tracking; collaborated with developers to ensure data collection in AWS RDS; wrote SQL queries for automated reporting; evangelised CRO; led test/optimisation efforts.

Lead Performance Analyst – Home Office at Home Office (Contract)

December 1, 2022 - July 1, 2023

Managed OKRs, KPIs and dashboards across multiple projects; championed experimentation within Home Office; drove data strategy and performance monitoring.

Senior Performance Analyst at GDS (Contract)

March 1, 2022 - May 1, 2022

Worked on the digital identity service; managed web analysis, tracking implementations, data visualisation, CRO and KPI frameworks.

Performance Analyst at HMRC (Contract)

May 1, 2021 - March 1, 2022

Managed web analysis, tracking implementations, data visualisation and AB testing for multiple HMRC services; created KPI dashboards and reports.

UX/CRO Consultant at 1o8.agency (Consultancy)

January 1, 2021 - April 1, 2021

Audited GA/GTM, implemented tracking, delivered CRO insights and test plans; built, ran and reported AB tests.

Conversion Optimisation Specialist at Premier Farnell (Contract)

January 1, 2020 - December 1, 2020

Managed CRO backlog for 43 global sites; analysed test results; developed insights, hypotheses and stakeholder management; led tests to improve ecommerce performance.

Lead performance analyst at GDSInformed Solutions (contract)

May 1, 2019 - November 1, 2019

Collaborated with PMs and UX/research to define and monitor performance; implemented monitoring framework per GDS standards; deployed technologies to measure digital service performance.

CRO Consultant at Agora Publishing (Freelance)

March 1, 2019 - April 1, 2019

Created CRO process, upskilled team, added tagging/tracking, installed AB testing tool and cross-domain tracking; delivered six optimisation experiments with notable lifts.

Digital Optimisation Analyst at PlusNet (contract)

August 1, 2018 - February 1, 2019

Implemented web analytics tagging; performed ad-hoc analyses; built regular self-serve reports; refined CRO process; mentored team on analytics, statistics and CRO.

Digital web and optimisation analyst at Manchester Airport Group (contract)

June 1, 2018 - August 1, 2018

Audited GA360 setup; delivered scheduled/adhoc reporting; identified optimisation opportunities; set up tests with tracking, targeting and reporting.

Senior optimisation strategist at User Conversion LTD (Fixed term contract)

March 1, 2018 - June 1, 2018

Owned client strategies and roadmaps; led multidisciplinary team; defined CRO priorities; hypothesised and prioritised experiments to achieve client KPIs.

Digital Optimisation Manager at Eurostar international (Contract)

May 1, 2017 - February 1, 2018

Owned the CRO process end-to-end; advised on tool integration to improve customer journeys; led RFPs; ensured GDPR compliance; collaborated on performance improvements and AI/ML segmentation pilots.

User Experience Manager at Provident Financial Group

August 1, 2016 - April 1, 2017

Led customer journey CRO for Satsuma Loans; created test plans; documented tests; implemented winning variants via CMS integration; collaborated with development teams.

User Experience & Optimisation Manager at WageDayAdvance PLC

March 1, 2015 - July 1, 2016

Drove CRO plan and web analytics; defined KPIs; launched a new customer site redesign; led a major acquisition site launch with substantial uplift.

CRO Manager at Lead Technologies LTD

May 1, 2014 - March 1, 2015

Created a robust CRO process; audited site performance; managed A/B tests; led landing page projects; researched new tools to improve customer insight.

Web/CRO Marketing Analyst at Twentysix digital

June 1, 2012 - May 1, 2014

Web analytics across multiple platforms; CRO campaigns from audit to test design; delivered revenue uplift through testing across B2B/B2C.

Mapping Data consultant at Technologies4Targeting

September 1, 2007 - November 1, 2011

Data manipulation (MySQL), segmentation, de-duplication and address validation; optimised sales territories; contributed to major campaigns and landing pages.