Shannon M. Stearns
London
Summary
Conversion Rate Optimisation expert experienced in driving growth through data analysis and innovative test plans. Data driven and a creative thinker with a passion for improving online customer journeys. Involved with all things CRO from carrying out qualitative and quantitative research and managing A/B tests through to implementation
Overview
12
12
years of professional experience
17
17
years of post-secondary education
Work history
Senior Experimentation Manager
Sky UK
London
02.2023 - Current
- Responsible for developing and championing the organisation's experimentation roadmap, aligning with business objectives and priorities
- Educated and mentored teams on best practices in experimentation, fostering a culture of continuous learning and data-driven innovation
- Designed robust experiments and analyse those experiments to drive actionable insights
Digital Optimisation Manager
MADE
London
01.2022 - 11.2022
- Led the testing and personalisation roadmap for Made
- Identifying opportunities and friction points in the entire user journey
- Analysing data and creating reports/dashboards within Data Studio
- Work closely with product managers, engineers, designers, and business leaders to prioritize testing opportunities
- Weekly reporting on trade performance
Head of Conversion Rate Optimisation
Somebody Digital
London
07.2021 - 11.2021
- Led Somebody Digital's Conversion Rate Optimisation program, working across multiple industries from travel, beauty, healthcare and entertainment; included clients Faberge, Lumity, and onefinestay
- Oversee the end-to-end management of the experimentation process, from hypothesis development to result interpretation.
- Identify opportunities to scale experimentation practices, tools, and technologies across the organization.
CRO Manager
Somebody Digital
London
02.2019 - 06.2021
- Resonsible for managing the testing roadmap and feeding back the results/optimisations to clients
- Created and executed experiements working with designers and developers to test hypotheses for improving conversions, then analysing the data to create actionable insights
Digital Marketing Assistant
Somebody Digital
London
05.2018 - 02.2019
- Assisted in carrying out everyday tasks for the digital marketing programs across the agency, which included SEO, PPC, Social, and CRO
Learning & Development and HR Intern
Price Waterhouse Coopers
Bermuda
06.2013 - 09.2016
- Summer student for four consecutive years reporting to the HR and Learning and Development Manager.
Education
Diploma - Marketing Metrics and Digital Strategy
The Chartered Institute of Marketing
London 03.2017 - 04.2017
MSc - Marketing Communications and Advertising
Kingston University
London 09.2016 - 09.2017
BA (Hons) - Business Management and Marketing
Nottingham Trent University
Nottingham 09.2013 - 06.2016
Diploma - Alberta Education
Mount Saint Agnes Academy
Hamilton Bermuda 08.2000 - 06.2013
Skills
- Data Analysis: Proficient with tools like Google and Adobe Analytics
- A/B Testing: Experienced in designing and running A/B and multivariate tests
- Conversion Rate Optimization (CRO): Skilled in analyzing user behaviour and improving conversions
- Technical Skills: Proficient with Adobe Target, Optimizely, VWO, Content Square, and Hotjar
- Project Management: Experienced in end-to-end management with tools like Jira, Asana, and Airtable
- Coding for Optimisation: Familiar with HTML and CSS for testing and changes
- Collaboration/strategic thinking: Skilled in working with cross-functional teams (marketing, IT, product, design)
- E-commerce UX/UI Best Practices: Knowledgeable about principles driving engagement and retention
Accomplishments
- Structured an experiment first culture at Sky, helping set the foundations in product teams to ensure all product releases were tested and went through the appropriate channels/processes
- Managed the personalisation and testing roadmap for MADE that Increased onsite CVR by +13% and brought in an incremental revenue of £3.8 million
- Shortlisted for CRO Agency of the Year 2020 in the Digital Elite Awards
- Increased ecommerce conversion rate by 9% and Average Order Value by 13% in the first 5 months through A/B testing for a consumer brand
- Forecasted a 12-month incremental revenue of over $2million as a direct result of A/B testing for a client in the healthcare industry
Timeline
Senior Experimentation Manager
Sky UK
02.2023 - Current
Digital Optimisation Manager
MADE
01.2022 - 11.2022
Head of Conversion Rate Optimisation
Somebody Digital
07.2021 - 11.2021
CRO Manager
Somebody Digital
02.2019 - 06.2021
Digital Marketing Assistant
Somebody Digital
05.2018 - 02.2019
Diploma - Marketing Metrics and Digital Strategy
The Chartered Institute of Marketing
03.2017 - 04.2017
MSc - Marketing Communications and Advertising
Kingston University
09.2016 - 09.2017
BA (Hons) - Business Management and Marketing
Nottingham Trent University
09.2013 - 06.2016
Learning & Development and HR Intern
Price Waterhouse Coopers
06.2013 - 09.2016
Diploma - Alberta Education
Mount Saint Agnes Academy
08.2000 - 06.2013
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