Dylan Keenas
Director of Digital Experience & Web Strategy @Thinkific
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WORK HISTORY
Director of Digital Experience & Web Strategy @Thinkific
As Director of Digital Experience at Thinkific, I lead the vision and strategy for our digital presence—owning website experience, performance, and growth across all touchpoints. I oversee a talented team responsible for web operations, CRO, and digital performance, with a focus on creating seamless, engaging experiences that convert and scale.Highlights: Own Thinkific’s web strategy across all properties, from technical infrastructure to content and branding—ensuring the site drives both demand and delight.🧪 Lead CRO programs that optimize key funnels (lead gen, signups, trial-to-paid) through rigorous experimentation and data-driven iteration. Map and enhance the end-to-end digital journey, co-owning content strategy and tailoring the right message to the right user at the right time. Collaborate cross-functionally with product, marketing, engineering, and design teams to deliver cohesive, high-impact experiences. Define and measure KPIs, establish analytics frameworks, and share insights to drive strategic decision-making across the business. Ensure site stability and security, working closely with the Security on proactive risk mitigation and governance. Coach and grow a high-performing team, fostering a culture of innovation, ownership, and continuous learning.Tools & Expertise: WordPress, GTM, A/B testing, personalization, session analysis (e.g, Hotjar, FullStory), SEO, PLG strategy, and inclusive web design.
EDUCATION
CXL
Google Ads - Intermediate
CXL
Certificate of Completion, Landing Page Optimization
Market Motive
SEO Practitioner's Course, Search Engine Optimization
RRC Polytech
Certficate, Professional Photography
SKILLS
ABOUT DYLAN KEENAS
Digital Growth Strategist & Analytics Expert | Director of Digital Experience at ThinkificAs an experienced digital strategist passionate about data-driven optimization, I\'ve dedicated my career to creating high-converting experiences. Currently, I am the Director of Digital Experience at Thinkific, where I leverage my unique blend of technical ability and UX expertise to drive results.Core Competencies:1. Website management & CRO: Manage website health, maintenance, and enhancement, optimizing key conversion points (sign-ups, add-to-carts, purchases).2. Analytics Implementation and Analysis: Expertise in implementing and analyzing analytics frameworks using platforms like GA4, Mixpanel, Google Tag Manager, Hotjar, and ContentSquare. Search Engine Optimization (SEO): Development of full-funnel SEO strategies that integrate with overall content strategy. Product Growth Strategy: Develop product-led growth strategies utilizing data-driven insights, user psychology, and innovative tactics to enhance activation, retention, and expansion.Key Achievements:1. Successfully built and managed an 8-figure conversion rate optimization and development agency, delivering substantial value to clients across various industries.2. Implemented and led CRO programs for Fortune 100 companies, while also providing comprehensive training to enable in-house teams to maintain and expand upon these initiatives.3. Consistently surpassed industry benchmarks through innovative strategies and relentless pursuit of improvement.Unique Expertise: My professional background offers a unique combination of technical ability and insight into user experience. Although not an engineer, I am technically adept with coding capabilities and can bridge the gap between technical and non-technical team members. This multifaceted skill set enables seamless collaboration across diverse roles, ensuring alignment and efficient execution of strategic initiatives.Professional Philosophy:\"Continuous improvement is the only constant.\" I believe in constantly challenging the status quo in the rapidly evolving digital landscape. By consistently reevaluating and optimizing our strategies, we can achieve ongoing growth and success, regardless of established benchmarks.If you\'re seeking to elevate your digital presence, optimize your conversion funnel, or require strategic insights backed by data and psychology, I welcome the opportunity to connect. Let\'s explore how we can transform your digital strategy and drive exceptional results.
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