Nicola Zelle
Senior Manager, Conversion Rate Optimization @2U
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WORK HISTORY
Senior Manager, Conversion Rate Optimization @2U
Brooklyn, NY, US
Led company-wide Conversion Rate Optimization (CRO) initiatives across 2U’s Degree and Executive Education portfolios, driving significant improvements in website conversion and lead generation.• Established a high-velocity testing framework creating an always-on experimentation cycle, which drove a 45% increase in optimization initiatives and faster identification of key revenue-driving insights.• Drove cross-functional data alignment across GA4, Snowflake, and Salesforce via Tableau to accurately track testing achievements—from lead generation to final purchase—resulting in 22% more validated test deployments and more accurate ROI measurement.• Developed and executed strategic optimization roadmaps for 3 lines of business, which drove an intentional iterative process across landing pages and forms, resulting in 19% uplift in qualified leads.• Implemented advanced A/B and multivariate testing strategies, leveraging data to optimize user experience and drive an annual revenue increase of $25MM.• Fostered a culture of experimentation, empowering the team to innovate and test, resulting in measurable improvements in conversion rates and overall digital performance.• Optimized user experience paths and engagement across paid and organic properties, identifying and implementing enhancements to user flow and site performance.• Collaborated with cross-functional teams to prioritize and execute data-driven website enhancements, ensuring alignment with business objectives.• Analyzed marketing data to identify trends and opportunities, optimizing key metrics including conversion rates, click-through rates, and ROI.
EDUCATION
Washington University in St. Louis
Bachelor of Arts (BA), Economics, Business, Environmental Studies
SKILLS
ABOUT NICOLA ZELLE
I am an accomplished digital marketing executive with 15+ years of success championing transformational consumer-facing digital marketing programs that propel ROI and drive traffic and sales. I’m a brand ambassador, digital marketing expert, visionary, mentor, and motivational team leader. I have a passion for marketing analytics and an established desire to grow, develop, and mentor rising talent in the marketing & communications field. I am very fortunate to be a sought after presenter for public speaking engagements and professional presentations. Areas of Expertise:Conversion Rate Optimization – Strategic Marketing – Consumer Marketing – Revenue Growth – Product Launches – P&L – ROI – Branding & Messaging – Digital Marketing – Predictive Modeling – SEO Management – SEM Direct Marketing – Organizational Leadership – Social Media Marketing - Cost Control – Web Development Communications – Creative Marketing – Project Management – Integrated Marketing – Audience Development – Web Analytics
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