Ross Williams
Optimisation and Insight Lead @TUI
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WORK HISTORY
Optimisation and Insight Lead @TUI
Driving Digital Optimisation & Experimentation Across Multiple MarketsI lead experimentation, analysis, and customer insight for package holidays and accommodation products spanning the UK, Nordics, Belgium, Germany, Austria, Switzerland and the Netherlands. With a strong focus on data-driven decision-making and user-centric design, I manage and develop a high-performing team of analysts and developers—coaching, motivating, and enabling them to deliver measurable impact.My role has evolved to encompass multiple strategic mandates, including leading the recovery and advancement of experimentation performance across regions, delivering transformation programmes and scaling experimentation as a core business capability.Led post-pandemic recovery of test velocity, quality, ROI, and win rate across the UK & Nordics, surpassing pre-pandemic levelsDelivered conversion uplift in the Netherlands & Belgium by using experimentation to bridge platforms in a major transformation programmeEnhancing Accommodation Only experiences across multiple European markets to improve engagement and conversionLead global Search experimentation, supporting transformation, AI initiatives, and BAU optimisationDefine and execute optimisation strategies using JIRA, MIRO, Confluence, Trello, and AirtableBuilt scalable experimentation operations in Airtable, including workflows, prioritisation, and performance dashboardsOwn end-to-end experimentation lifecycle: ideation, design, execution, analysis, and insight sharingDrive A/B and multivariate testing roadmap aligned to commercial goalsEmbed best practices and scalable experimentation frameworks across teamsTranslate complex data into actionable insights that influence strategyUse Adobe Target, Adobe Analytics, Digital Experience Analytics, Medallia, and Qualtrics to identify and resolve customer frictionApply Baymard UX insights to benchmark and optimise experiences
EDUCATION
Universidad Nebrija
Bachelor of Arts (BA), International Business Studies
Beaumont School
Obtained 3 A Levels (Geography, Economics & Business and Mathematics) and 1 AS Level (French) Also achieved 12 GCSEs A*-C
University of Portsmouth
Bachelor of Arts (BA), International Business Studies
SKILLS
ABOUT ROSS WILLIAMS
Optimisation and Insight Lead at TUII’m passionate about using experimentation and insight to drive growth, improve customer experience, and enable business transformation using a test and learn approach.Look forward to connecting :)
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