XP Roundtable: The Different Stages of Maturity in Testing and Personalization

Hosted by

Laura Stude


Laura is the co-founder of surefoot.me, a boutique CRO agency whose clients include Hydroflask, Brooklinen, Peak Design, Made in Cookware and more. Prior to co-founding surefoot, she worked at various A/B testing agencies and led optimization for Hillary Clinton’s campaign. When she hangs her co-founder hat up at the end of the day, you’ll find Laura outside on her mountain bike, traveling, or sipping a cold craft brew.

Parker Block

Channels Manager,
Dynamic Yield

Parker Block manages partnerships and channels for Dynamic Yield in North America. For over twenty years, Parker has managed and advised ecommerce and DTC brands and retailers in the US, Europe and Asia. Before joining Dynamic Yield, if he wasn’t playing or coaching hockey, Parker advised DTC brands on e-commerce strategy and operations with a focus on measuring and developing cross-channel CLV.

Robbie Williams

Divisional Director of DTC/eCommerce,
Helen of Troy (Hydro Flask/OXO)

Robbie is currently Divisional Director of DTC/Ecommerce at Helen of Troy for the Housewares Division, leading both the Hydro Flask & OXO e-commerce businesses. Prior to this expansion into multi-brand leadership at Helen of Troy, Robbie was the DTC business leader at Hydro Flask and was responsible for the creation and growth of their e-commerce capabilities, taking the brand from <$1M annual revenues in DTC to where they are today.

Elizabeth Bell

Product Manager of eCommerce,

Elizabeth is currently the Digital Product Manager at Brooklinen where she leads the ecommerce team, owning the product roadmap, as well as AB testing & personalization strategies. Prior to Brooklinen, Elizabeth worked at Tough Mudder where she held various roles within the ecommerce and email marketing teams. She holds a degree in Fashion Merchandising from the University of Delaware, and used to own a tandem bicycle.

Join us on Wednesday, August 26th at 12pm EST

Led by Dynamic Yield’s Channels Manager, Parker Block, surefoot’s Co-founder, Laura Stude, Helen of Troy’s (Hydro Flask/OXO) Divisional Director of DTC/eCommerce, Robbie Williams, and Brooklinen’s Product Manager of eCommerce, Elizabeth Bell, Personalization Pioneer’s second XP Roundtable will cover the different stages of maturity in personalization and A/B testing, how to best scale a program, and how brands can create a great customer experience to achieve lucrative results.

Tune in to learn:

  • How to identify high-impact personalization opportunities
  • The unique stages of maturity along the personalization spectrum 
  • The impact of cross-functional teams and how to best scale your personalization program, regardless of which stage your company is in

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