Summary
Overview
Work history
Skills
Timeline
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Louise Godwin

Waterloo,Merseyside

Summary

Dedicated mature professional with 13 years experience in CRO and Personalisation working with a number of bluechip company with a history of meeting company goals utilising consistent and organised practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organisational brand.


Utilizing quantitative analysis tools to investigate problems thoroughly before developing comprehensive solutions, tailored specifically to each individual business need. Excels at presenting complex information in easy-to-digest format, allowing clients to make informed decisions quickly.


4 Years experiences of hiring, training and mentoring colleagues, supporting and encouraging development and training thru 121s and annual performance appraisals.

Overview

12
12

CRO Professional

25
25

Analytics

Work history

Optimisation Consultant

Data Driven Optimization Ltd
Remote
07.2023 - Current

Head of Optimisation and Data

Biglight
London
05.2020 - Current
  • As Head of Optimization and Data in my first year I helped created comprehensive roadmaps which drove significant annualized uplift across all accounts hitting targets within the 3rd quarter of most of the programmed
  • I am responsible for defining and driving the methodology of the optimization practice, supporting business development initiatives and supporting the delivery of quality services to Biglight clients
  • My role requires a strong knowledge of the client's business and constantly work to be a trusted advisor to clients
  • A solid understanding of the rapidly evolving digital marketplace, the use of data and leading tools in the industry
  • Working with UX and Analytics, using client data to provide ongoing recommendations for increasing conversion and online user experience to optimize digital client’s business.
  • Maintained energy and enthusiasm in fast-paced environment
  • Developed the use of Jira and Confluence company wide
  • Introduced a reporting system to help with clear communications
  • Hired and mentor a team of 5 highly experienced Optmisation and Data analyst creating backlogs, roadmaps and analysis for several well knows high traffic ecommerce sites in UK, Europe and US.
  • Established daily priorities and organised workloads to maximise productivity.

Optimisation Manager

River Island
London
11.2018 - 03.2020
  • Owning the Optimization programme I was tasked to deliver against commercial targets to achieve incremental revenue thru improving defined KPI set
  • Creating performance and hypotheses testing reports to feed both short term tactical goals and longer term strategic roadmap
  • Constructing, planing, drive and deliver the River Island personalisation and testing strategy
  • Utilised a varying tools to provide usable and actionable reporting for key stakeholders
  • Ensure suite of tools optimised to deliver KPIs and fit for longer term goals
  • Including RFPs and POC's
  • Identifying barriers to conversion & improve customer journeys through quant and qual research
  • Analyze and evaluate experiments - reporting on results and devising iterations on concept
  • Prioritize insights and testing strategy driving ROI
  • Manage a broad range of stakeholder through concept to delivery and analysis
  • Deliver business-critical insight to a range of key stakeholders spanning product, marketing, merchandising and technology
  • I fostered a culture of collaboration by sharing strategy internally with delivery team, and providing relevant feedback to my peers
  • Drove continual improvement in consumer experience through insight
  • Manage the relationship with software suppliers
  • Monitored staff performance, continually seeking ways to improve team delivery to tight time scales

Sr Conversion | Optmisation Strategist / Analyst

Thomas Cook Group plc
London, Merseyside
07.2017 - 11.2018
  • Social Proofing strategy, Personalization and Optimization of multiple markets in various countries
  • Work with stakeholders to understand quarterly roadmap, prioritizing opportunities to improve conversion and retention as well as engagement
  • Help create a robust optimization program across all eligible markets leveraging analytics, customer feedback, and stakeholder input
  • Collaborate with UX research and data/insight resources to inform scope and definition of optimization initiatives
  • Foster a creative risk-taking spirit on the Markets and in various geography’s to identify opportunities
  • Help with Hypothesis when the markets come up with ideas for projects and vet ideas from the rest of the team for business impact, goals
  • Working closely as a team we define scope, prioritization and strategy, understanding of roles & responsibilities, create roadmap and gather requirements
  • Continually adjust prioritization of the roadmap as business needs warrant
  • Manage testing roadmap and implementation of A/B and multivariate testing and personalization initiatives on key parts of the Websites for all markets
  • Analyze results from all initiatives and make data driven recommendations on next steps
  • Assist in the personalization of the e-commerce website merchandising, working with the trading team to drive key trading challenges
  • Leverage all data available for personalization (segments, clusters, cohorts, online user behavior, offline geography)
  • Working very closely with all stakeholders to help set priorities & schedules, organizing meetings and discussing test opportunities and results
  • Collaborate with design, QA, development and analytics resources for implementation and analysis
  • Manage quality assurance testing and bug resolution prior to tests launching
  • Present key optimization successes to stake holders and executives via various media
  • Oversaw installation of software programs and hardware systems to meet requirements
  • Maximized team knowledge and productivity by training, monitoring and directing employees in application of best practices and regulatory protocols

Digital Analyst

Thomas Cook Group plc
London, London
12.2013 - 07.2017
  • Specializing in site optimization strategy and implementation across Europe for Thomas Cook Group
  • Focus on A/B testing & Personalisation planning, analysis, recommendation and implementation
  • End to end management of testing or personalization programme on www.thomascook.com site and multiple markets
  • Ensure high quality delivery of the projects in line with key business objectives laid out and cascaded from senior management
  • To work closely with other areas of the business to address issues critical to delivering plans
  • Liaison daily with stakeholders to facilitate delivery of personalization and testing
  • Seek and define opportunities improve key eCommerce metrics (e.g., conversion) and improve the on-line customer experience
  • Identify opportunities for improvement in the design, layout, navigation, customer funnel, and buyer’s journey
  • Make recommendations for changes navigational effectiveness, new user experience features
  • Ensure integrity and accuracy of all test conversion data and seek other ways of verification
  • Build, nurture, and strengthen a testing culture across the company including multi markets
  • Work with Stakeholders to prioritize test ideas for execution; develop test recommendations; design and implement tests; analyze and interpret test results; communicate test results and future recommendations
  • Proactively identify opportunities to evolve our testing capabilities and develop workable roadmap
  • Achieved Substantially Increasing cash flow in to TC by optimizing the payment process Developing ‘Geo Seasonal’ personalized block on homepage to push ‘Red routes’ to increase sales during key trading challengers Requested to run the Mobile First project to champion optimization and personalization, Help design and develop Product Recommendation for desktop which help improve conversion by over 4% as well as increase RPC

Site Performance Analyst Contract

ThomasCook
London, London
11.2011 - 03.2012
  • Cover for Main Site analyst during Peak Season whilst covering War Room
  • Analysed operational improvements against KPIs to measure progress during peak
  • Collected, tracked and evaluated current business and data to stay abreast with market trends.
  • Monitored system performance to identify weaknesses, bottlenecks and inefficiencies.
  • Analysed business' current work practices to recommend improvement action

Skills

  • CRO Strategist
  • Google Analytics 360 and GA4
  • Atlassian Software suite
  • Back log creation & Roadmap Planning
  • Analytical problem solving
  • Business process improvement
  • Leadership, Communication
  • Management Experience
  • Various BI Tool ( Business Objects)
  • Website analytics
  • Page optimisation
  • Analysis & Evaluation
  • Project Management
  • P>Various BI Tool ( Business Objects)

Timeline

Optimisation Consultant

Data Driven Optimization Ltd
07.2023 - Current

Head of Optimisation and Data

Biglight
05.2020 - Current

Optimisation Manager

River Island
11.2018 - 03.2020

Sr Conversion | Optmisation Strategist / Analyst

Thomas Cook Group plc
07.2017 - 11.2018

Digital Analyst

Thomas Cook Group plc
12.2013 - 07.2017

Site Performance Analyst Contract

ThomasCook
11.2011 - 03.2012

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