Atticus Li – Growth, CRO & Experimentation Leader
Building experimentation programs that turn data into revenue, clarity, and culture change
About Me
I’m a conversion and growth strategist who loves solving complex conversion problems with experimentation, behavioral economics, and data. Over the past decade, I’ve led programs at Fortune 150 companies and high-growth startups, generating $30M+ in annualized value in a year.
👉 View My Full Resume (Google Doc)
Colleagues describe me as strategic, curious, approachable, and highly effective at turning messy data into actionable insights. I love teaching teams how to make data useful. Whether I’m working with executives on business cases or mentoring new marketers.
Outside of work, I write about careers in experimentation at Experimentation Career, build data science projects using AI/ML, explore new cities, and hang out with my rescue Texas Heeler, Kona.
👉 View My Full Resume (Google Doc)
Building Experimentation Programs
For large companies or startups, experimentation isn’t just about “running tests” — it’s about building a scalable culture and program. Here’s what I’ve done:
Governance & Frameworks – Designed intake systems, scoring models (PIE, ICE, RICE), and guardrail metrics to prioritize tests with clear business value.
Executive Alignment – Secured leadership buy-in at NRG by tying tests directly to EBITDA/customer and revenue/customer, making experimentation a core part of decision-making.
Cross-Functional Integration – Partnered with product, engineering, design, and marketing to embed experimentation into roadmaps instead of isolated “growth hacks.”
Scaling Velocity – Took organizations from ad hoc testing to 70+ structured experiments annually while maintaining statistical rigor.
Culture Change – Reframed experimentation from “poking holes” into a consulting function that helps teams succeed and look good in business reviews.
Peer Collaboration
Working with me feels like having a data-driven partner who:
Translates messy data into clear, actionable insights.
Asks the right questions. Not to challenge your expertise, but to make your project more successful with the right strategy.
Shares frameworks, dashboards, and learnings so your team levels up alongside me.
Celebrates your wins when experiments succeed, because experimentation should make other teams’ work shine.
As one colleague, Jesse W. (Content Strategist, SVB), put it:
“When challenges arise and opportunities emerge, you want Atticus in the room. He surprises you with original ideas and makes the team better.”
Case Studies
Case Study 1: NRG Energy (Fortune 150)
Problem: Leadership needed the CRO team to prove that winning tests improved EBITDA.
Approach: Designed a structured testing program using Bayesian and sequential testing with funnel optimization across six brands.
Result: $16M+ incremental revenue, $7M cost savings, and 90% exec buy-in for a scaled experimentation program.
Takeaway: CRO became a company-wide growth lever, not a side project.
Case Study 2: Silicon Valley Bank (Startup Banking)
Problem: Needed clarity on the end-to-end funnel (marketing → sales) to grow the startup banking pipeline.
Approach: Ran campaigns across funnels, email, and personalization, introducing behavioral economics into campaign design and applying appropriate attribution models for reporting.
Result: 32% lift in conversions, $1B+ pipeline supported, and 20% lower CPA.
Takeaway: Proved marketing’s impact on sales pipelines and clarified CAC by channel.
Case Study 3: Jobsolv (AI Job Search SaaS)
Problem: Competitors were driving up CAC through aggressive Google Ads bidding, while new AI job search tools were entering the market.
Approach: Applied competitor analysis and behavioral triggers to landing pages and ads. Built a full-funnel optimization and attribution system with multiple monetization streams.
Result: Achieved CAC under $0.30 across 25,000+ users, with revenue from subscriptions, AdSense, and services.
Takeaway: Built a complete marketing strategy that balanced acquisition efficiency, monetization, and compliance with evolving consumer privacy laws.
What Others Say
“One of the smartest analysts I’ve ever worked with… wowed us with behavioral economics frameworks.” – Nabin D., Manager, SVB
“Fearless with messy, complex challenges and always delivers clarity.” – Chad W., Senior Content Strategist, SVB
“Humble, approachable, and a joy to work with. He raised team morale.” – Dean P., Analytics Colleague
“When challenges arise, you want him in the room.” – Jesse W., Content Strategist, SVB
How to Work with Me
I created a Professional User Manual so new teammates and managers know how to get the best out of me:
Best Hours: Deep focus 11–2 PM, strategy in the mornings (after coffee), collaboration in the afternoons.
Communication:
Urgent → Teams/Slack.
Non-urgent → Email.
Collaboration: Pilot-driven, efficiency-focused, consultative (not critical).
Values: Respect, inclusivity, evidence > ego, and continuous improvement.
👉 Read My Professional User Manual
What I’m Exploring
Multi-marketing platform attribution modeling
Behavioral economics in SaaS product-led growth
AI-powered experimentation, including an automated test duration tool (GPT-4 Vision) — ask me for early access as a beta tester!
Featured Writing
How CRO Experimentation Protects Your Business from Expensive Mistakes
The One Business School Lesson That Will Set You Up for Success (And Most People Don’t Know)
See all writing at Experimentation Career.
Connect
📧 atticusanalyst@gmail.com
💼 LinkedIn
📝 Experimentation Career