About Alan
Alan is a senior experimentation strategist with a track record of governing enterprise-wide A/B and multivariate testing programs across complex digital products. Most recently built a cross-functional experimentation ecosystem at EndeavourX, delivering an average of $22M in incremental annual revenue. Specialising in UX discovery, hypothesis engineering, and translating test results into commercial roadmap decisions. Available for remote fractional or project-based engagements, Australia-wide.
Experience
EndeavourX
Senior Product Experimentation Lead (2022 – 2026)
Built and governed an enterprise-wide experimentation program across five cross-functional product squads, delivering an average of $22M in incremental annual revenue. Owned the full lifecycle — from UX discovery and friction audits through hypothesis engineering, statistical design, and board-level commercial reporting. Shifted the program from tactical page-level tests to holistic customer journey optimisation across acquisition, browse-to-purchase, and retention funnels, increasing win rates 10% year-on-year.
Conversion Kings
Senior CRO Strategist (2022 – 2022)
Directed end-to-end experimentation programmes across a multi-client portfolio in Financial Services, Healthcare, and eCommerce - sectors where generic CRO playbooks fail and statistical rigour is non-negotiable. Combined UX discovery, full-funnel friction audits, and a corporate finance background to build revenue-aligned test roadmaps for regulated, high-trust environments.
CEMOH
Fractional CMO (2020 – 2022)
Delivered fractional CMO engagements for a portfolio of Australian SMEs, providing strategic commercial guidance, digital audits, and growth frameworks. Focused on revenue leakage identification, sales and marketing alignment, and transitioning owner-operators from execution to strategic management.
Key Skills
Qualifications
Adobe Target Certification (2022)
Adobe
Psychology For Conversion (2022)
CXL Institute
Bachelor of Science in Business Administration (1993)
Indiana University Bloomington
Testimonials
"We were extremely pleased with Alan’s comprehensive report and the strategic plan he developed, which provided actionable insights and aligned perfectly with our business objectives."
Mandez
Key Industries
Software & Tools
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