DoWhatWorks

DoWhatWorks is flipping the script on how brands optimize their digital experiences.

For decades, the industry’s been stuck—burning time and money on A/B tests with a brutal 89% failure rate.

DoWhatWorks was built to turn optimization on its head. Our patented tech scans the public web for real-world A/B test results from every major brand—28,000+ tests, over a million data points. Then we train AI agents to detect and automatically fix issues in your UX—like Grammarly, but for user experience.

No more guessing. We show you what works because it already has.

Instead of hiring a big team to maybe run 50 tests a year (and failing at 45), brands tap into thousands of proven tests and drive impact—faster, cheaper. And it works. 

We’ve driven millions in revenue for Disney, Adobe, Twilio, Discover and more.

Chief Marketing Officer

Stanford Continuing Studies

Teaching BUS 113 — Modern Approaches to Creating Customer Demand

Stanford Instructor

ActiveCampaign

I work with ActiveCampaign to open up new organic growth channels and help more brands learn about the transformative impact ActiveCampaign can have on their business. At 250m ARR and hundreds of thousands of customers, AC is a category leader with one of the largest pools of first-hand data in the software world.

Senior Growth Marketing Manager

Third Bridge Group Limited

Consulted clients around SMB Vendor Selection, SMB Martech industry conditions, SMB SaaS competitive landscape, SaaS Pricing Trends.

Institutional Consultant/Advisor

McKinsey & Company

I advise McKinsey & Company on SMB trends around marketing automation, CRM, eCommerce, project management, sales tools, ESPs etc.

I have also worked with McKinsey around SaaS investments, SaaS pricing trends, and SaaS marketing.

Strategic Advisor

BlackRock

Providing strategic insight and industry knowledge around the personal video, SMB vendor market, marketing automation market, and CRM/ESP vendor selection.

TenCore Partners, L.P.

Providing strategic guidance on CRM, SMB vendor selection, inbound marketing, SaaS trends and market considerations.

Strategic Business Consultant

Coleman Research

Provided insight and strategic guidance to investors/contracted firms in the following areas: SMB email marketing solutions, CRM/ESPs, SaaS pricing trends, SaaS churn trends, vendor selection for SMBs etc.

Institutional Consultant 

Guidepoint

I help provide insight to Guidepoint about market trends, vendor analysis, churn, niche analysis, pricing trends etc.

Consultant for CRM/ESP Market Analysis

UC San Diego

I teach content marketing at the University of California, San Diego. https://extendedstudies.ucsd.edu/about-extension/casey-hill

Marketing Professor

Sr. Growth Manager @ ActiveCampaign | Institutional Consultant | Founder

Casey is a growth veteran, with over a decade of experience in helping software companies scale fast. 

Whether it's garnering 25,000,000+ views across Linkedin, Reddit and Quora, or pioneering new growth levers (like booking his team on hundreds of podcasts), Casey is always looking for creative and value-led ways to grab attention and break from the mold. In his current role leading marketing at DoWhatWorks, he is looking to reshape how brands split test and experiment online. 

On the consulting side, Casey has worked with some of the world's biggest firms including places like McKinsey, Blackrock, Colemans, GLG, Guidepoint, etc., where he provides institutional guidance to PE/VC teams around topics such as: SMB marketing vendor selection, SaaS pricing, SaaS marketing/CRM tool differentiation, market analysis, inbound marketing, conversion rate optimization and marketing automation.

Casey also teaches classes at UCSD and Stanford extension around demand creation, email marketing and content marketing.

I run a Substack that does analysis on the world's top websites based on our proprietary database of A/B test results: https://dowhatworks.substack.com/

Current areas of extensive experience...

-> B2B SaaS / B2B Enterprise SaaS / SMB SaaS

-> CRO (Conversion Rate Optimization) / Website optimization

-> Email marketing

-> Content marketing (especially LinkedIn and Reddit)

-> B2B Influencer marketing

-> Pricing optimization

Casey Hill

Vision Bank

As the Senior Manager of ERM and Operational Risk, I report directly to the Chief Risk Officer (CRO) and ensure the implementation and robustness of the Bank’s risk management framework. 

Key Responsibilities:
• Risk and Compliance Committee Member. Further reporting to BRCC and Board. 
• Implementation of Enterprise Risk Management Framework : Leading the implementation of the ERMF across the Bank.
• Risk Appetite Statement Metrics: Conduct monthly monitoring and reporting of RAS metrics to the RCC, Board Risk and Compliance Committee and Board.
• Business Continuity Planning: Worked on the BCP document and Business Impact Analysis for the Bank. Conducted business continuity testing to ensure operational resilience during disruptions.
• Drafting Terms of Reference: Developed ToRs for various management and board-level committees. Performed reviews with Management Committee and Board members to ensure alignment on key roles and responsibilities. 
• Risk Event Reporting System: Created an event reporting framework, including reporting templates and tracking of open points and events.
• Risk Control Self Assessment: Spearheaded the Bank’s effort on RCSA by updating the existing templates, restructuring the impact assessment matrices and control efficiency ratings. Performed the RCSA across all Bank functions. 
• Model Governance Framework: Designed and implemented the model governance framework for the entire bank based on the CB UAE standards.
• Policy Development: Contributed to the development and refinement of risk management policies and procedures (Operational Risk Policy, RCSA Policy, Risk Appetite Statement etc.).
• Regulatory Reporting: Lead the effort on the Bank’s IRAP and actively participated in the ICAAP and ILAAP development.
• Training and Awareness: Conducted ERM and Operational Risk training sessions to enhance risk awareness and understanding among the Bank’s staff.

Senior Manager – Enterprise Risk and Operational Risk

SHUAA Capital

Key Areas of Accountability:
• Most senior Risk Officer in the Group, covering Enterprise Risk Management for the Company and its subsidiaries across all departments. Regular and ad-hoc reporting to Group and subsidiary Boards and Committees.
• Member of the Group's Assets and Liabilities Committee (ALCO) and Operating Committee (OPCO)
• Risk Officer for the FSRA regulated ADGM based entity.
• Developing and implementing comprehensive risk management systems, policies, and procedures across the Group and all departments.
• Monitoring the Group's risk exposure through analyzing risk metrics such as stress testing, VaR, and liquidity metrics. Reviewing and recommending risk limits based on business needs. Monitoring equity, credit, and asset management trading activities for anomalies. Monitoring LTV ratios on facilities and issuing margin calls as necessary.
• Conducting regular risk assessments to identify potential high risk areas and assess the Group's exposure. Preparing and sharing reports with stakeholders, working together to mitigate risks and minimize their impact.
• Managing risk events by coordinating with departments to investigate and resolve issues promptly.
• Ensuring compliance with regulations and policies, including reporting obligations. Maintaining a comprehensive understanding of the regulatory environment and governance framework.
• Building and maintaining strong relationships across the organization, ensuring collaboration and communication regarding risk management strategies.
• Generating reports and analysis on risk levels, market exposures, and KPIs to support decision-making by senior management and stakeholders.
• Managing the operational control framework, including conducting RSCAs and reporting risk events.
• Conducting ad hoc reviews to identify operational risks and proposing action plans to the relevant committees.

Vice President, Risk Management | Enterprise Risk Management

3veta

Co-Founder

SHUAA Capital psc

Managing market, credit and operational risk and ensuring they are always within risk parameters set by management. This includes overseeing risk in all businesses including Trading, Investment Management, Asset Management, Investment Banking and all support functions. This is achieved by:

•	Monitoring market and counterparty risk exposures on an enterprise wide basis;
•	Ensuring businesses are within approved risk limits, risk policy rules and guidelines;
•	Recommending changes to improve optimisation of risk v return;
•	Monitoring trading desks intraday to identify pricing and operational anomalies;
•	Undertaking stress testing and scenarios analysis to identify any material exposures and trends; 
•	Ensuing senior management are aware of risk levels and issues on a daily basis;
•	Creating reports and presentations including KPIs and KRIs to aide decision making;
•	Managing the operational control framework including RSCAs and event reporting;
•	Undertaking adhoc reviews to identify operational risks and propose action plans to the relevant committee;
•	Overseeing risk around all new products, services and business changes.

Risk Management Associate

Beside Group

Part of a Strategy and Planning department of a leading Retail and Wholesale company based in the Middle East. Working on a wide range of areas including:
• Working closely with the COO of the Company and providing any type of analysis requested. 
• Preparing the Budget for the entire Company and all the related entities including Sales Projections and Departmental Budgets. Making sure Department heads adhere to the Budgets given. Performing quarterly analysis and Budget adjustments.
• Analyzing historic Sales trend and producing Revenue forecasts. In charge of Sales phasing (splitting yearly Sales into Monthly, Weekly and Daily targets) for all stores in the Group. 
• Financial reporting and Performance analysis, performed on quarterly, and yearly data. Analyzing P&L, Balance Sheet and Cash Flow statements. Preparing presentations based on the performance analysis and presenting them to the key people in the Company (CEO, CFO, COO). 
• Preparing 3Y, 5Y, 10Y Business Plans for the Group, for both internal and external needs (obtaining bank loans, meetings with distributors/investors etc.).
• Determining Buying Budgets i.e. Store-wise amount to be spent on new product purchase per season. 
• Improving retail stores’ performance through KPI analysis. Identifying critical stores and suggesting ways of improvement. 
• Preparing files for Rent negotiations for the COO. 
• Working on store and Head Office staffing issues, as well as new proposal for Sales Commission for store employees. 
• Preparing Buying files for the Head of Buying which are used as basics for the Budget split and product purchase. Making Size Curve analysis for new collection orders.  
• Preparing and sending Store Sales and KPI targets for each month. 
• Market studies and scouting new brands which would be added to the Company portfolio.

Business Analyst

UniCredit Bank Austria AG

Managing activities closely related to customer satisfaction in 12 CEE countries.

Intern

Hypo Alpe-Adria-Bank ad Banja Luka

Internship Training focused on Retail Risk Management, Corporate Risk Management and financial analysis

As the Vice President of Enterprise Risk Management at SHUAA Capital, I oversee the risk management function for the Group and its subsidiaries across all departments. With over five years of experience in the financial services industry, I have developed and implemented comprehensive risk management systems, policies, and procedures that align with the Group's strategy, governance, and regulatory requirements.

I am passionate about delivering value-added risk management solutions that optimize risk-return trade-offs, enhance business performance, and protect shareholder interests. I leverage my strong analytical, problem-solving, and communication skills to monitor, measure, and report on the Group's risk exposure, using various risk metrics and tools such as stress testing, VaR, and liquidity metrics. I also collaborate with senior management, business units, and external stakeholders to provide risk advice, guidance, and recommendations.

taplio

The Battle

Casey Hill

Nikola Babic

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