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Tools & Technology
Technology Should Support Better Decisions, Not Become the Strategy.
My strongest hands-on experience is in experimentation, CRO, behavioral research and digital optimization tooling, supported by broad experience across analytics, personalization, AI, design, e-commerce and enterprise technology.
I have worked across both specialist optimization platforms and large corporate technology stacks. Depending on the assignment, my role can range from hands-on setup and experimentation to analysis, UX review, platform selection, implementation guidance and working with specialist developers or internal teams.
VWO
AB Tasty
Optimizely
Varify.io
GrowthBook
GA4
Contentsquare
BlueConic
ChatGPT
Shopify
WordPress
Core Expertise
Experimentation & A/B Testing Platforms
This is where I have the deepest specialist experience.
Deep hands-on experience
VWO
Extensive experience with experimentation and conversion optimization, including hypothesis-led testing, UX variants, test evaluation and optimization programs.
Deep hands-on experience
AB Tasty
Used hands-on for dedicated CRO and experimentation at Viking Direct / Office Depot, including the transition to the platform and onboarding of the team.
Strong specialist experience
Optimizely
Used within senior CRO and agency environments for structured experimentation, hypothesis development and optimization programs.
Hands-on
Varify.io
Lightweight experimentation platform used within current CRO workflows. PrettyDamnGreat is a Varify.io Partner.
Hands-on / current stack
GrowthBook
Experience with modern experimentation workflows and feature- or data-driven testing environments.
Previous hands-on platform
Google Optimize
Used extensively for website experimentation before Google's product was discontinued, including dedicated CRO work at Viking Direct / Office Depot.
How I work with experimentation technology
The platform is only one part of the process. The value comes from identifying the right problem, developing a strong hypothesis, designing a meaningful variant and correctly interpreting the result.
Credentials
Certification & Technology Partnerships
Alongside hands-on platform experience, I have completed formal experimentation certification and PrettyDamnGreat works directly with selected experimentation technology partners.
Experimentation Certification
Optimizely Certified Experimentation Strategist
I completed the Optimizely Experimentation Strategist certification, focused on structured experimentation strategy and using experimentation to improve digital performance and support business objectives.
Technology Partnership
Varify.io Partner
PrettyDamnGreat is a Varify.io Partner. I use Varify.io as part of modern CRO and experimentation workflows, particularly where organizations need an accessible and flexible A/B testing setup.
Platform-independent by design
Certifications and partnerships are useful, but I do not force a preferred experimentation platform onto a client. I work with the technology that best fits the organization's existing stack, requirements, traffic and experimentation maturity.
Evidence & Research
Analytics, Data & Behavioral Research
Optimization starts with understanding what is actually happening in the customer journey.
Analytics & Data
Used for funnel analysis, segmentation, commercial performance, experiment evaluation, customer journey research and prioritization.
GA4
Google Analytics 360
BigQuery
Looker Studio
Power BI
Behavioral Analytics
Used to understand how visitors interact with pages, journeys and interfaces beyond what standard analytics can show.
Contentsquare
Microsoft Clarity
Hotjar
Mouseflow
FullStory
Research & Insight
Research tooling supports UX analysis, customer feedback, session review, behavior analysis and the development of evidence-based hypotheses.
Microsoft Clarity
Hotjar
Contentsquare
Google Analytics
Enterprise behavioral analytics experience
At Viking Direct / Office Depot I worked first with Mouseflow and later with Contentsquare as part of the CRO and experimentation stack.
Personalization & Customer Data
CDP, Segmentation & Personalized Experiences
Personalization becomes useful when customer data can be translated into meaningful differences in the experience.
Specialist platform experience
BlueConic
Experience with BlueConic in agency and CRO environments, including customer data, segmentation, profiles and activation use cases.
BlueConic is particularly relevant in enterprise environments where customer data and personalization need to work across multiple systems and channels.
Dynamic Yield
Experience with personalization, segmentation and dynamic content within e-commerce environments.
Algonomy
Experience with e-commerce personalization, recommendations and relevance technology within larger commerce environments.
BlueConic
Dynamic Yield
Algonomy
HubSpot
Klaviyo
AI & Generative Technology
AI Is Part of the Workflow, Not a Separate Discipline.
I use different AI models and generative tools across research, analysis, strategy, CRO, content, development support and creative production.
I do not build my workflow around one AI provider. Different tools are useful for different tasks, and I regularly combine models to compare reasoning, accelerate research, generate alternatives and improve the quality or speed of execution.
Core AI workflow
Language, Research & Reasoning
ChatGPT
Claude
Gemini
Microsoft Copilot
DeepSeek
DeepAI
Creative AI
Visual & Content Production
Midjourney
Higgsfield
Zeely
Generative media
Audio & Experimental Media
Suno
Higgsfield
Midjourney
How I use AI professionally
Research · CRO ideation · hypothesis development · analysis support · customer journey thinking · content creation · UX concepts · coding assistance · visual ideation · creative production · documentation
UX & Creative Technology
From Creative Production to UX Review and Direction
My background started in design and creative direction, so I can work with visual solutions as well as evaluate them from a conversion and UX perspective.
Long-term hands-on experience
Adobe Creative Cloud
Adobe has been part of my workflow throughout my creative and digital career, particularly Photoshop for image editing, concept development and visual production.
Adobe Photoshop
Adobe Creative Cloud
Current hands-on workflow
Pixlr Suite
Frequently used for fast day-to-day image editing, visual production and creative work as a flexible alternative to heavier desktop tooling.
Review, collaboration & direction
Figma
Used extensively to review UX and UI designs, collaborate with designers, communicate optimization concepts and provide detailed design feedback.
Figma is not my primary hands-on production design tool.
Adobe Photoshop
Adobe Creative Cloud
Pixlr Suite
Figma
InVision
Bootstrap
Platforms & Enterprise Technology
Commerce, CMS, CRM & Corporate Technology
Over more than two decades in digital and e-commerce, I have worked directly or indirectly with a wide range of platforms used by both smaller businesses and large corporate organizations.
E-commerce & CMS
I have personally built and managed websites in Shopify and WordPress / WooCommerce, while working with a broader range of enterprise platforms through UX, CRO, content and digital projects.
Shopify
WordPress
WooCommerce
Sitecore
Magnolia CMS
Joomla
SAP
CRM, Marketing & Automation
Experience ranges from marketing and CRM platforms to campaign systems and automation tools used across customer acquisition, retention and digital operations.
HubSpot
Klaviyo
Zapier
Google Ads
Meta Ads Manager
Zendesk
JIRA
Google Ecosystem
GA4
Google Analytics 360
BigQuery
Looker Studio
Google Ads
Google Optimize
Google Workspace
Gemini
Microsoft Ecosystem
Power BI
Microsoft Clarity
Microsoft 365
Microsoft Copilot
Excel
Teams
My role around technology
I am not a back-end engineer. I do, however, understand how digital platforms, data, UX, experimentation and implementation interact, and I have worked directly with designers, developers, analysts, marketers and platform specialists throughout my career.
Technology Experience
Selected Tools Across My Career
Depending on the organization and assignment, I have worked hands-on, collaboratively or strategically with the following tools and platforms.
VWO
AB Tasty
Optimizely
Varify.io
GrowthBook
Google Optimize
GA4
Google Analytics 360
BigQuery
Looker Studio
Power BI
Contentsquare
Microsoft Clarity
Hotjar
Mouseflow
FullStory
BlueConic
Dynamic Yield
Algonomy
HubSpot
Klaviyo
Figma
InVision
Adobe Creative Cloud
Adobe Photoshop
Pixlr Suite
Shopify
WordPress
WooCommerce
Sitecore
Magnolia CMS
Joomla
SAP
Bootstrap
Zendesk
JIRA
Zapier
Google Ads
Meta Ads Manager
Google Workspace
Microsoft 365
ChatGPT
Claude
Gemini
Microsoft Copilot
DeepSeek
DeepAI
Midjourney
Higgsfield
Suno
Zeely
Need Specific Platform Experience?
Technology Matters. Knowing What to Do With It Matters More.
If your organization already has an experimentation, analytics, personalization or e-commerce stack, I can work within that environment rather than forcing a preferred toolset.
For recruiters and hiring managers, I am happy to discuss the depth of my experience with a specific platform and the context in which I used it.