Lucia van den Brink — Founder
i built my first webshop at 11 years old, and i never stopped. nowadays... i help ecommerce and product teams of companies doing $100M+ annually grow by internalizing experimentation programs ánd help a select few cro agencies and freelancers reach the next level of what they do. i do that because i believe experimentation (and working data-driven) does not ónly lead to growth for companies… it also helps grow the individuals, teams and orgs that choose this way of working. but while i was in-house at large enterprises and hired agencies, and while working at agencies and running one, i saw that the game is rigged... to truly be great at experimentation, it needs to be in-house and become part of the dna of the company. (listen to the initial podcast for stories from fyxer.ai (500+ a/b tests), condor (from project to decision-making tool), and vinted (100s of live experiments).) so i had to turn the world as we know it upside down and we still deliver experimentation growth to our clients by “renting” it to help you start, prove ROI to leadership and build the culture but always working toward a clear deadline. Because we want you to OWN experimentation. That's why i built the Initial Operating System. We Audit & Connect, Install & Run and then hand-over and LEAVE. We've used it with Semrush, British Airways (Avios) and Independer. i built it for the love experimentation and growth. at The Initial we work with a small expert team. i've personally ran 1000+ experiments, and as an expert I also teach experimentation at CXL, co-founded Women in Experimentation and give 1:1 CRO Knowledge Gap & Thought Leadership Coaching to agencies < 5 yrs. OUR SUCCESS STORIES ⤵︎ ✦︎ Assisted Semrush in successfully establishing consistent experimentation flows. ✦︎ Scaled Independer (Insurances) to 40 test /month, multiple teams testing by themselves. ✦︎ Helped Modulari setup and scale their experimentation program to their German and French webshops, achieving an average ROI of 120%. ✦︎ Provided guidance to Smartwatch Straps, enabling them to scale their A/B testing from 10 to over 200 tests a year across multiple webshops and triple their revenue. Building a lot of AI workflows. TRACK RECORD ⤵︎ → 1000+ experiments, impacted 75M+ visitors all over the globe. → 1 a/b testing program led tot 32+ million revenue increase in one month → nominated for Experimentation Elite Agency Award with 🏆 Winner (3x) Exp. Elite, Kameleoon Thought Leadership & Exp. Culture Awards nominated for Experimentation Elite Agency Award.
Stackforce AI infers this person is a SaaS expert specializing in experimentation and growth strategies for e-commerce.
Experience: 14 yrs 9 mos
Skills
- Experimentation
- Growth Strategy
- Consultancy
- Product Strategy
- Cro
Career Highlights
- Founded a successful experimentation consultancy.
- Ran over 1000 experiments impacting 75M+ visitors.
- Co-founded Women in Experimentation to empower women in the field.
Work Experience
The Initial
Founder (6 mos)
Speero
Account Manager & Advisor (9 mos)
Senior Experimentation Strategist (1 yr 1 mo)
Women in Experimentation CIC
Director (3 yrs 3 mos)
Increase Conversion Rate .com
Owner & Lead Consultant (3 yrs 4 mos)
DPG Media Nederland
Lead Product Experimentation NU.nl (2 yrs 6 mos)
KPN
CRO specialist (5 mos)
E-commerce Specialist (3 yrs)
Connect Holland
Content & Community Manager (2 yrs 1 mo)
De Persgroep - Het Parool
Freelance Journalist (6 mos)
ANP
World News (1 mo)
Universiteit Leiden
Student-assistent Blackboard en Metis Helpdesk (2 yrs)
Education
Master of Arts (MA) at Leiden University
Bachelor of Arts (BA) at Leiden University
Japans at The Naganuma Language School
Exchange program at Kutchan Highschool
VWO at Oranje Nassau College, afdeling Parkdreef
