Izabella Pacheco Lopes

Conversion Rate Optimization Specialist

BedaBeda Growth

Jun 2023 - Current (3 years 5 months)

• Own and lead CRO strategy across a portfolio of clients, managing the full experimentation lifecycle from opportunity identification and hypothesis creation to prioritization, execution, analysis, and rollout.
• Act as the main point of contact for CRO initiatives, coordinating cross-functional teams including UX, development, and marketing to ensure alignment between strategy and execution.
• Conduct in-depth quantitative and qualitative analyses to identify high-impact opportunities, translating insights into actionable strategies that drive measurable business results.
• Operate in an international environment, collaborating with teams across multiple countries and contributing to diverse business contexts.
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Conversion Rate Optimization Specialist

math marketing

Aug 2022 - Jun 2023 (11 months)

• Led CRO initiatives within a cross-functional squad, managing the end-to-end experimentation process and ensuring alignment between business goals and test execution.
• Coordinated workflows across UX and development, managing the CRO backlog and prioritizing initiatives based on potential business impact.
• Acted as the main point of contact for experimentation, leading client-facing discussions, presenting hypotheses, and aligning stakeholders around data-driven decisions.
• Contributed to internal knowledge sharing through mentorship and training programs, supporting the development of CRO capabilities within the team.
• Business Case: Implemented data-driven copywriting strategies for a banking client, resulting in

Conversion Rate Optimization Specialist

Pipefy

Feb 2022 - Aug 2022 (7 months)

• Led the introduction of CRO practices within the company, building awareness and driving adoption of experimentation and data-driven decision-making across marketing teams.
• Identified optimization opportunities and supported the execution of early-stage experiments, establishing the foundation for structured CRO processes.
• Advocated for the importance of data collection and user research, contributing to a shift toward a more analytical and user-centered approach to decision-making.

Conversion Rate Optimization Senior Analyst

Whirlpool Corporation

May 2021 - Jan 2022 (9 months)

• Led CRO initiatives for Brastemp’s website, integrating experimentation within an Agile squad structure.
• Developed and executed a testing roadmap over eight months, resulting in a +9% increase in revenue and +6% growth in total sales.

Digital Analytics Senior Analyst

Webmotors

Dec 2019 - May 2021 (1 year 6 months)

• Led improvements in data collection processes for the main website, enhancing data quality and enabling more reliable reporting and decision-making.
• Improved dashboards and analytical capabilities, supporting more accurate insights and business decisions.

Conversion Rate Optimization Senior Analyst

Corebiz

Mar 2018 - Nov 2019 (1 year 9 months)

• Promoted to Senior Analyst within six months due to strong performance and results.
• Applied CRO strategies across multiple industries, including fashion, grocery, and beauty, contributing to improved conversion performance.

Conversion Rate Optimization Analyst

Pmweb

May 2017 - Feb 2018 (10 months)

• Built foundational knowledge in CRO, experimentation, and user behavior, supporting early-stage optimization initiatives.

Izabella Pacheco Lopes

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