Digital Experimentation, Digital Product, Customer Experience Optimization
Digital experimentation and personalization using A/B testing and machine learning
AT&T XTrack is a cross-functional program that focuses on digital experimentation, using A/B testing and machine learning to enhance personalization and optimize customer experiences across web and digital products. It is part of the company’s broader push towards data-driven, intelligent digital customer engagement.
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 the 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.