Charlene Goh

Senior Analyst, Enterprise Testing @Torrid

Los Angeles, CA, US

Serve as SME for A/B testing on Utilize Google Optimize to run A/B and multivariate tests, which resulted in optimizations generating estimated $20M+ in incremental revenue in the past year.• Create A/B test hypotheses from analysis of Google Analytics website performance data, customer behavior, competitive analysis, and by partnering with internal teams such as site merchandising, marketing, and customer insights.• Design & execute A/B tests that aim to improve customer experience and key KPIs such as conversion rate, revenue, engagement.• A/B tests include optimizing website enhancements, UI/UX features, page content, among others. • Analyze test results to derive insights and communicate those learnings with partners to inform business decisions. • Partner with web operations, development, and creative teams to build out A/B tests and implement recommended changes as a result of testing.• Create and manage A/B testing roadmap with pipeline of test ideas and prioritize tests accordingly.• Create and maintain knowledge base of testing activity and outcomes.• Manage and optimize website product recommendations strategies using Salesforce.• Managed onsite search experience using Bloomreach.

Tsinghua University

MBA Exchange Program, International Business

Pepperdine Graziadio Business School

MBA, Global Business

USC Marshall School of Business

B.S., Business Administration