About me

My role is to lead and scale Conversion Rate Optimization activities. This approach brings together different inputs from business needs and marketing goals to data analysis and the technical challenges of frontend development.

I translate this strategy into a clear experimentation roadmap and work closely with all stakeholders to manage the entire A/B testing lifecycle, from hypothesis to post-launch analysis, ensuring long-term business value.

What i'm doing

  • digital innovation

    Digital Innovation

    I lead digital innovation projects, ensuring modern, high-quality designs are delivered effectively by managing the process from concept to launch.

  • camera icon

    Team working

    I enjoy teamwork and believe sharing tasks and celebrating wins together brings the best results, makes everyone feel included, and keeps us motivated.

  • mobile app icon

    Conversion Rate Optimization

    I manage C.R.O. projects, leveraging data and Experiments to improve performance and achieve business goals.

  • Web development icon

    Web development

    I oversee development projects, providing both strategic direction and hands-on coding to ensure robust results that meets KPI and enhances UX.

Certifications

  • Highlights

    GA4 Deep dive

    Demonstrating skill in using Google analytics 4 reports, segments, and events to analyze user data, answer business questions, and optimize marketing campaigns.

  • Highlights

    ContentSquare

    Power up performance and remove friction from user journeys: identify roadblocks caused by technical issues or poor web UX. Resolve issues and prioritize fixes that make biggest difference to users.

  • Jessica miller

    Google Tag Manager

    Conversion & Performance Optimization via Tag Management: Leveraging tags for in-depth tracking of conversions, analytics, and overall web performance.

  • Emily evans

    CXL Conversion Optimization Minidegree

    Identifying top-performing content & maximizing value from online experiments.

  • Henry william

    Adobe Target business professional

    Expertise in front-end implementation to build and manage A/B tests and targeted user experiences based on advanced clustering rules.

Daniel lewis

Work experiences

  • Verisure italia
  • PwC
  • Save the Children
  • Tor Vergata

Resume

Experience

  1. C.R.O & Analytics Lead

    Verisure | 2024 — Present

    As a C.R.O & Analytics lead at Verisure, I'm responsible for driving the optimization of digital user experiences and conversion funnels. This involved developing and executing A/B testing and personalization strategies, alongside managing the web analytics framework—from data collection and tag management to in-depth analysis and reporting—to identify key insights and opportunities for performance improvement.

  2. Conversion rate optimization Associate

    PwC | 2022 — 2024

    as a Conversion Rate Optimization Associate, I successfully delivered over 35 tests. I actively collaborated on test design, developed new cross-device web components, and established a robust qualitative analysis process leveraging user behavior tools (surveys, heatmaps, recordings) to optimize online experiences.

  3. Web & optimization support

    Save the Children | 2017 — 2022

    My many responsibilities included managing the tag management strategy for both institutional and e-commerce websites, and providing support for the development and maintenance of the institutional site to ensure optimal performance. In the last 2 years, I developed and executed the organization's CRO strategy, successfully implementing over 50 A/B tests and personalization experiments.

  4. Master degree Professor

    Tor Vergata University | 2018 — 2021

    I was part of the Master's program in Social Innovation as a lecturer, teaching multimedia language and specifically video editing for media. In this program, I taught how to use photo and video editing software to create a video.

Education

  1. Social innovation Master degree

    2018 | IAD -Tor Vergata Univ. (Rome)

    This course centered on understanding how collective perceptions are shaped and how to strategically utilize various media landscapes to craft effective communication for social impact and innovation.

  2. Math & Multimedia Degree

    2017 | Tor Vergata University (Rome)

    This degree cultivated a synergy between analytical thinking and creative digital application. I focused on employing mathematical models and algorithms to enhance functionalities and solve complex problems within multimedia editing and content creation software.

Portfolio

Contact

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