Jonny Longden

Speero

I spearhead and evangelise a global experimentation-led-growth movement, building a thriving community around associated media platforms with the Speero brand/agency as the driving force.

Chief Growth Officer

Boohoo Group PLC

Led the product management, strategy, development, and execution for the front-end websites and apps of four major fashion retail brands (Boohoo, Boohoo Man, Pretty Little Thing, Karen Millen), overseeing a team of 180+ product owners, delivery managers, UX designers, engineers, and analysts.

> Transformation from a traditional IT model to an Agile product operating model fueled by product discovery and experimentation, fostering a culture of data-driven decision-making.

> Complex re-platforming project to a unified headless architecture, enhancing scalability and performance.

Group Digital Product Director

Journey Further

Built and led a high-performing team of 20+ product managers, digital experience/UX, experimentation  and front-end development professionals, delivering over £1.6m in annual recurring revenue (ARR). Provided strategic consulting and hands-on execution for a diverse portfolio of clients, including eCommerce, technology, travel, B2B, SAAS and others

> Developed and implemented product, experimentation and ideation programs for leading brands such as GHD, La Mesa RV, Bookshop.org, ECCO Shoes, Intuit (Quickbooks), and BigChange.

> Advised C-level executives at major companies like Intuit, O2, Flutter/Sky Bet, Zalora, and Trainline on product operating model transformation, product discovery methodologies, and experimentation strategies.

Digital Experience Product Director

Principal Hotel Company

Owned the P&L and product leadership for the website and all digital marketing activities, with a focus on driving direct bookings and reducing reliance on online travel agents (OTAs). Led the digital transformation of the company, championing a data-driven and experimentation-led approach.

> Achieved a 60% increase in direct booking revenue within two years and a 26% improvement in loyalty member bookings, through digital experience innovation and improvement. 

> Instigated full re-platforming of the website and booking engine, enhancing user experience and conversion rates, including new development agency resources.

> Pioneered new methods for measuring and optimizing media spend, maximizing return on investment (ROI).

Head of Ecommerce, Digital Product & Analytics

Built and led a team responsible for product discovery, analytics, and experimentation within a newly established technology center of excellence, supporting all aspects of Sky's commercial operations, including Sky Sport and Sky News. Overseeing product strategy and discovery for a team of over 600 software engineers. 

> Developed and implemented a pioneering methodology for embedding product discovery and experimentation within Agile development processes.

> Transformed the optimization and eCommerce capabilities to support a 100% ReactJS technology policy across Sky.com.

> Designed innovative methods for optimizing digital transformation objectives, leveraging data and experimentation to drive customer self-service and reduce assisted interactions.

Head of Digital Product Experimentation

Visa Europe

Led the development and implementation of the commercial product planning, analytics and experimentation strategy for the V.me digital wallet (now Visa Checkout) across 22 European markets. Built and managed a multi-disciplinary team responsible for measuring product performance, identifying opportunities for improvement, and driving adoption among merchants and consumers.

> Developed a comprehensive performance framework, KPIs, and operating model to track and optimize the product's commercial success.

> Defined the roadmap for the evolution of the data technology infrastructure, including the integration of online and offline data sources and the use of big data technologies.

> Collaborated with merchant clients to implement experimentation programs and optimize their integration with the digital wallet.

Head of Digital Product Analytics & Experimentation (Visa Checkout)

R/GA

Led digital transformation initiatives for Fortune 500 clients across diverse sectors, including telecommunications, retail, FMCG, and financial services. Provided strategic consulting services, leveraging data and analytics to drive business growth and improve customer experience.

> Developed and implemented digital product strategies for key clients, including O2, Mastercard, and eBay, focusing on customer acquisition, engagement, and retention.

> Led the development of a £2 million ecommerce and optimization technology stack for Manchester United, enabling data-driven decision-making and personalized customer experiences.

> Defined and executed data-driven product strategies for clients like MVideo, resulting in significant improvements in online conversion rates and revenue generation.

> Grew from scratch and led a team of digital analysts and CRO experts delivering against all digital and creative clients.

Group Director - Strategy, Analytics & Optimisation

Syzygy

Syzygy is a full-service digital agency and web-design company. I built and grew the analytics and optimisation capability, offering a range of services to all agency clients. My team were responsible for: measurement strategy and consulting; customer and behavioural insights feeding into development work; measurement and analysis of delivered work; A/B testing and continuous optimisation of live content; digital marketing and SEO.

Web Analytics & Optimisation Director

Marketing Metrix

Lead analytics consultant and data planner for both Marketing Metrix Ltd (data analysis consultancy) and sister company WPN (direct marketing agency). Responsible for all DM forecasting, testing and performance analytics as well as customer segmentation; propensity modelling; and database development. Key clients include Direct Wines, Which?, NCH, Direct Line Insurance

Senior Analytics Consultant & Data Planner

CACI Ltd

Consulting both new and existing financial services clients in data and analytics. Project management and delivery of large projects covering customer insight analysis & profiling; propensity modelling; data tagging; cluster analysis; prospect pool building; and spatial analysis.

Senior Analytics Consultant, Financial Services

Digital Experience Director | Helping you put experimentation at the heart of your business | Top Experimentation Influencer

Grow your business with data, not opinions

I've been pioneering and leading the field of experimentation-led-growth since the dawn of A/B testing. I've helped companies like Sky, Boohoo, Intuit, O2, GHD, Zalora and many more achieve remarkable growth through data- and experiment-driven digital experience development.

Speero is the world's most progressive and cutting-edge experimentation agency & consultancy. We empower eCommerce and SaaS businesses, at all stages of maturity, to drive game-changing growth and innovation through experimentation and evidence-based product strategy.

Our clients include Decathlon, Gympass, RS Group, ADP, Charles Tyrwhitt, Nasdaq, Miro, Codeacadaemy & Cisco.

We are the experts in experimentation and can help with everything from assisting with components such as research, design and development, through to full-service programme management and transformation consultancy.

Contact me at jonny@speero.com or +44 777 909 6222 to find out how we can help you grow.

Director, Digital Experience Services

90% of all changes made to websites are based on opinion and are a waste of time and money because…

It is impossible to know 1000s of customers
Your opinion is deeply biased
You can’t rationalise the irrational

Regardless of the size of your business, the answer is to put data and experimentation at the heart of your development operations. 

We help you do that. 

We take the guesswork out of decision making and provide consultancy and training, systems and frameworks, and experimentation agency services to help you reach your full growth potential.

Email me to learn how to put experimentation at the heart of your business: jonny@journeyfurther.com
Subscribe to my newsletter: jonnylongden.com/newsletter

Horizontal Talent

I am working as a contractor at Bounteous, consulting with 4 clients across different industries on CRO strategy. On a day to day basis, I will analyze my client's sites, identify areas for opportunity, develop hypotheses and present 1-4 A/B test ideas to the client. 

I am enjoying the shift to consulting, working with several different clients, the unique challenge each of them are facing and being able to rely on my research and UX background to bring well thought out hypotheses for testing.

CRO Manager

Kforce Inc

I worked with Kforce to work on short term contracting projects to provide analytics and optimization support. 

My client was Royal Caribbean, where I supported the pre-cruise website and app optimization projects.

In my first week, I conducted heuristic reviews of common user journeys, and identified 11 potential A/B test ideas to present to the team. I have also taken over some of the day to day aspects of managing a CRO program, such as setting up tests in Adobe Target, QA-ing test experiences, analyzing test results. One of the projects I was especially excited about working on was finding a way to document what we have learned from the last several years of running tests, categorizing the tests we've run and the insights we've gained with each. Setting up the framework for this documentation will allow the team to get a quick overview of the impact the testing program has had, and more easily identify trends in learnings across tests.

Digital Experimentation/Optimization professional

American Society of Clinical Oncology (ASCO)

I was brought on at ASCO to develop the experimentation program. Within the first few months, I set up processes and procedures, wrote an FAQ on optimization & research methods, built out the inbound request forms and developed templates for A/B test plans and results. 
Over the next few years, I worked with teams across the organization, working with EdTech, fundraising, publishing, event planning and patient facing sites. With each of these teams, I worked to develop and test new concepts and improve the user experience on our existing sites- always focusing on user research and data analysis to inform decisions at every step of the way.
I also took ownership of our website experience surveys, gathering and analyzing qualitative feedback to further inform our optimization efforts. I integrated our survey tool with our data layer to enhance our reporting and segmentation capabilities, and led the charge to consolidate our usage of multiple survey tools into a single tool, saving the company money and simplifying our tool stack. 
I was also able to work closely with our digital analytics manager - helping to think through the appropriate KPIs we would need to measure and how to best set up our Adobe Analytics implementation - and our user experience designer - providing requirements and ongoing feedback as we worked together to design new concepts or improve our current experiences. 
However my favorite part about my time at ASCO was going to our conferences several times a year, and being able to talk directly with our users, hear directly from them about how they wanted to use our products.

Optimization & Usability Research

SiriusXM

Provided analytics support for all lead gen and acquisition AB tests and Optimization campaigns on the website, from test sizing and impact analysis to reporting.
- Developed and disseminated organization-wide dashboards for enhanced data visibility and insights into user experience and purchasing behavior. 
- Improved onsite reporting capabilities by providing strategic direction for Adobe Analytics implementation on newly redesigned sites.
- Fostered a culture of continuous learning by advocating for user research, digital experimentation and providing data to guide decision making.

Senior Manager, Digital Optimization and Analytics

Rosetta Stone

Managed all eCommerce website requests (lead gen and acquisition), from backlog through prioritization to release.
- Acted as a liaison between IT, legal, finance and marketing department for all website update requests.
- Led web and mobile app A/B testing for the company.
- Managed a team, whose responsibilities were to lead prioritization and grooming meetings, and website analysis
- Worked with leadership to implement agile methodology for design and development teams
- Led website efforts to ensure site compliance with ADA  and GDPR, partnering closely with Legal and IT teams.

Senior Manager, Web Strategy

Led ongoing web, mobile app, eCommerce cart, and email A / B testing, through conception, design, development, implementation, and analysis
- Served as point of contact for global web, mobile app, cart, and email testing efforts in the company.
- Won Adobe’s Excellence in Business Impact through Optimization Award in 2018.
- Launched the company’s first A / B test within the mobile application, focused on increasing lead capture.
- Shifted to a full SaaS product offering, with no negative impact on revenue based on a series of A / B tests.

Digital Optimization Manager

Owned global customer retention efforts through segmented customer lifecycle email campaigns, from onboarding through renewal events.
- Created an onboarding and retention email strategy for new product launches.
- Optimized lifecycle emails, resulting in a 12% lift in click-through rate.
- Supervised a team of 5 offshore analysts and maintained strong vendor relationships.
- Tracked and analyzed global feedback from 4-8 sources to identify opportunities for product, policy, and service improvement.
- Implemented strategies that increased consumer renewals by 50% through lifecycle email communications..
- Led the Global Voice of the Customer reporting, distributing a monthly executive-level Customer Insights dashboard to measure customer sentiment and customer retention.

Retention Marketing Analyst / Customer Insights Lead

Customer Success Associate

Peak View Internal Medicine

Bilingual medical receptionist

Eastern Mennonite University

French Language Conversation Partner

Nairobi Peace Initiative NPI-Africa

Research Intern

Digital Optimization | A/B testing | Personalization | Research | Analysis

As a multicultural and multilingual individual with educational and a professional experience spanning three continents (Africa, Europe, and North America), I bring a unique perspective to the table.
Through my 10+ years of experience in conversion rate optimization and website strategy spanning multiple industries, I've developed a user centric and results-driven mindset that's focused on digital optimization, and I'm looking forward to using my skills and experience to help others grow.

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Jonny Longden

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