Meer Ibadulla

Lead the Global Optimization Team, promoting a data-first culture by driving A/B test ideation, design, execution, and analysis across major e-commerce clients. Configured and maintained robust experimentation setups using Optimizely and GA4, implemented client- and server-side tracking strategies with 15+ custom tags, validated GA4 event schemas for data integrity, and delivered deep-dive analyses and ad hoc reporting to surface insights guiding optimization and prioritization. Built scalable dashboards for KPI tracking and accelerated decision-making with BigQuery and TripleWhale, while solving tagging and attribution issues and supporting pre-sales and sales with tailored insights.

Partnered with Account Managers to design and implement A/B tests, define revenue uplift hypotheses, and deliver end-to-end post-test analyses. Conducted pre-sales data audits for new business pitches, collaborated across Sales, Product, and Design to fulfill ad hoc data queries, contributed to test ideation sessions, and supported the internal Beyondly product team with tracking improvements and reporting.

Automated A/B test reporting using an R-based cloud solution to handle GA4 sampling and outputs, performed in-depth fail analyses to inform better test design, built standardized test documentation, and supported deep-dive marketing analytics including customer segmentation and funnel analyses. Led GA-UA to GA4 migrations and managed the sunset of Google Optimize, migrating 25+ clients and ensuring data continuity.