Atticus Li

WORK HISTORY

EDUCATION

SKILLS

ABOUT ATTICUS LI

Most companies run A/B tests. Very few can tell you if those tests made money. I close that gap — $30M in verified revenue impact at NRG Energy (Fortune 150) in 2025.At NRG Energy ($28B revenue), I scaled the experimentation program across 5 energy brands serving 7M+ customers. When I joined, testing wasn\'t standardized — no statistical rigor, no revenue tie-in, fewer than 20 tests a year. I changed that. In 2025, the program delivered $30M+ in verified revenue impact from 100+ experiments with a 20%+ win rate, 2x the industry average.Before NRG, at Silicon Valley Bank I was the lead analyst supporting growth analytics, experimentation, and marketing measurement for the Startup Banking division (40K+ startup clients). I built the data infrastructure, ran 130+ experiments on personalized landing pages, designed a 4-market geo conquest campaign (Austin, Boston, Miami, and Seattle). Established incremental measurement for OOH attribution (digital billboards, taxicabs, and bus posters), combined with geo-targeted paid digital marketing air cover (LinkedIn ads, Twitter/X ads, and Facebook/Meta ads). And trained 50+ marketers in behavioral economics for marketing. The startup division generated $1B+ in new client acquisitions in 2022.I also built GrowthLayer, an experimentation knowledge management platform used by enterprise experimentation teams. Building and scaling products from zero to one keeps me grounded in all aspects of a product lifecycle. I know what works at enterprise scale and what works with startups.What makes my approach different: I use behavioral science (academic research, ux research, user testing)+ quantitative data as the hypothesis engine. Instead of guessing what to test, I apply research from Kahneman, Thaler, and Cialdini to generate experiments grounded in how people actually decide. I ensure every experiment is tied directly to revenue and EBITDA impact. For my experimentation program, I quantify the potential financial impact in language (EBITDA, Revenue) used by finance and the CFO to secure investment for experimentation. This approach helps justify investment in experimentation, including budget for expanding the team, approving A/B testing tools, and funding the infrastructure needed to scale the program.Open to Head of Growth, Head of Experimentation, and Senior Growth Leadership roles where experimentation is a profit center — not a reporting function.