Digital Innovation, Digital Production, Content Strategy
Digital experimentation and personalization using A/B testing and machine learning
AT&T is the world’s largest telecommunications company, the largest provider of mobile telephone services. XTrack is a cross-functional program focused on digital experimentation and personalization using A/B testing and machine learning to optimize customer experiences across web and digital products.
My Role
Digital Innovation Management
- Led cross-functional execution of digital experimentation initiatives, driving innovative A/B and personalization testing strategies powered by data science and machine learning. XTrack delivered $26.5M+ YTD winning test LTV in 2024.
- Owned full project lifecycle from intake to launch, enabling rapid hypothesis testing and iterative optimization across customer journeys.
- Collaborated closely with Strategy, Data Science, Creative, Legal, and Engineering teams to develop, QA, and implement ML-driven test experiences.
- Ensured alignment with business objectives through robust project scoping, agile coordination, and stakeholder communication.
- Managed workflows in Workfront, optimizing efficiency and consistency in deployment of machine learning-informed test variants.
- Supported the integration of personalization engines and intelligent targeting to enhance user experience and conversion.
- Facilitated post-launch result synthesis and iteration, fostering a culture of innovation and continuous learning.