About

Most of my optimization experience has been spent speaking with C level marketers around the world who want to embrace testing. My blog is for the purpose of addressing C level questions about marketing and optimization. I only discuss principles and philosophy that can stand the test of time in a global market. I will not address anything meticulous about optimization, for example: different ways to set up campaigns, what data to segment, what code to implement, or screen shots of recipes, as all of this becomes increasingly trivial and obsolete over time.

My optimization experience started with Offermatica in 2005, which was acquired by Omniture in 2007 followed by its acquisition by Adobe in 2009 for $1.8 billion dollars. With the enormous popularity of optimization in 2006-7 I spent most of my time in the EMEA and APAC market living in London growing the international market and establishing partnerships in Japan. My primary interest is building, developing, speaking, and writing about fast executing optimization teams and technologies. Currently, I am the Director of Optimization at Synacor.

Growing up I used to skateboard at the professional level, living in the Chicago land area but traveling to California often for filming and competitions. My love of San Francisco has bought me back here to live, where during my free time I stay athletic– snowboarding, surfing, rock climbing, swimming– life is good =D

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