Wendy Melemed
Sacramento,CA
Summary
Optimization expert with a proven track record of increasing site performance and enhancing user experience. Expertise in A/B testing and personalization to develop effective strategies that drive site performance and ROI. Extensive tactical experience leading to successful product and marketing improvements.
Overview
16
16
years of professional experience
Work History
Conversion Rate Optimization and Experimentation Manager
Procore Technologies
04.2022 - Current
- Drove significant business growth through strategic CRO and experimentation
- Achieved a 21% increase in CTA click-through rates and a 32% uplift in form conversion rates
- Utilized data-informed insights to optimize website sections, leveraging personalization and persona-driven strategies
- Improved customer journeys and increased user engagement
- Led cross-functional teams, resulting in measurable pipeline growth and a more cohesive user journey
Sr. Experimentation and Optimization Manager
McClatchy
04.2021 - 04.2022
- Oversaw the strategic direction of the company's experimentation program, mentoring a team of optimization specialists to drive a company-wide culture of data-driven decision-making. (This shows increased leadership/oversight)
- Led the development and implementation of advanced personalization strategies across multiple platforms, resulting in significant growth in registered users and enhanced user engagement. (This shows a higher level of strategic thinking and broader impact)
- Established key performance indicators (KPIs) for experimentation initiatives, and presented data-driven insights and recommendations to senior leadership, directly influencing product improvements and marketing strategies.
Experimentation and Optimization Manager
McClatchy
08.2015 - 04.2021
- Fostered a company-wide culture of experimentation, transforming strategic decisions through data-driven A/B testing and personalization initiatives.
- Developed and executed targeted testing roadmaps, resulting in significant growth in registered users.
- Delivered actionable insights from test analysis, directly influencing product improvements and marketing strategies.
Experimentation Specialist
McClatchy
08.2011 - 07.2015
- Planned and executed A/B tests for 30 markets, creating comprehensive testing roadmaps
- Utilized Optimizely and Adobe Target to run tests
- Analyzed data and provided recommendations to improve key performance indicators (KPIs)
Digital Ad Ops Supervisor
The Sacramento Bee
01.2009 - 07.2011
- Built and managed a team of online ad operation specialists to maximize ad delivery and ROI
- Improved media plans to meet target and impression goals
- Managed campaigns to optimize CTR and delivery percentages
- Revamped site taxonomy to better align with advertisers' targeting needs
- Transformed the market from 'worst to work with' to the model team for 30 markets nationwide
Education
B.S. - Retail Merchandising/Marketing
University of Minnesota-Twin Cities
01.1989
Skills
- A/B Testing
- Conversion rate optimization
- Data analysis
- Personalization
- Customer journey mapping
- Team leadership
Timeline
Conversion Rate Optimization and Experimentation Manager
Procore Technologies
04.2022 - Current
Sr. Experimentation and Optimization Manager
McClatchy
04.2021 - 04.2022
Experimentation and Optimization Manager
McClatchy
08.2015 - 04.2021
Experimentation Specialist
McClatchy
08.2011 - 07.2015
Digital Ad Ops Supervisor
The Sacramento Bee
01.2009 - 07.2011
B.S. - Retail Merchandising/Marketing
University of Minnesota-Twin Cities
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