• Identify friction points in the user journey through behavioral data analysis and deliver strategic, high-impact recommendations that enhance usability, engagement, and conversion. • Apply a critical lens to data by questioning assumptions, investigating underlying user behaviors, and continuously refining hypotheses to uncover deeper user insights and inform optimization priorities. • Develop and prioritize testable hypotheses grounded in both quantitative and qualitative insights to drive iterative improvements in site performance and user flow. • Own the development and execution of a robust testing roadmap, including A/B and multivariate tests, collaborating with Product, UX, and Marketing Operations to implement. • Leverage Heap and Power BI to monitor user behavior and site performance, delivering data-driven insights that inform optimization strategies and align with core KPIs. • Partner closely with data analysts to validate findings and ensure optimization decisions are backed by statistically significant results and business impact. • Synthesize complex data into compelling narratives that clearly communicate optimization outcomes to cross-functional stakeholders. • Collaborate with UX and content strategy teams to recommend and implement changes that improve clarity, usability, and the overall site experience across key journeys. • Align stakeholders around testing priorities and site experience goals, facilitating shared understanding of trade-offs, dependencies, and expected outcomes.