Fractional Experimentation Executive
Decision Systems Architect
Trusted by global consumer brands to build high-performance experimentation programs. I transform fragmented A/B testing into compounding executive decision engines.
Fractional Experimentation Executive
Trusted by global consumer brands to build high-performance experimentation programs. I transform fragmented A/B testing into compounding executive decision engines.
Annualized revenue opportunity influenced through 100+ enterprise experiments across global consumer brands.
Enterprise
Experiments
Conversion
Improvement
Years in Global
Consumer Products
Executive alignment established within
Poor decisions create poor experiments.
Poor experiments create poor roadmaps.
Poor roadmaps waste millions.
I build the decision system.
Every organization can run experiments.
Very few know how to build an experimentation capability.
That's the difference between optimization and competitive advantage.
Across global consumer brands, I've helped transform experimentation from isolated A/B tests into executive decision systems by designing operating models, standardizing governance, aligning leadership, and institutionalizing organizational learning.
Because sustainable growth isn't created by a single winning experiment.
It's created by a system that continuously discovers the next one.
Competitive advantage isn't built by better ideas. It's built by better decisions.
How we move from fragmented testing to a self-improving decision engine.
System Audit & Strategic Prioritization
Experimentation Roadmap Alignment
Scaling Experiment Velocity
Building the Knowledge Repository
AI Integration & Self-Improving Program
Business Context
Fragmented optimization across regions leading to isolated wins.
Strategic Decision
Architected a centralized portfolio prioritization model.
Financial Impact
$100M+ annualized revenue opportunity validated.
Organizational Learning
Shifted culture from "testing ideas" to "validating strategic pillars."
Business Context
High-ticket interior design funnel suffered from invisible friction and low lead quality.
Strategic Decision
Deployed capability building frameworks to map user journeys and execute high-velocity experiments.
Financial Impact
145% conversion uplift and 30% reduction in CPL.
Organizational Learning
Institutionalized a compounding knowledge base for consumer behavior.
Business Context
Rapid scaling required immediate, measurable improvements in activation funnels.
Strategic Decision
Implemented an agile operating model for hypothesis generation and UX optimization.
Financial Impact
66% landing page lift.
Organizational Learning
Standardized pre-flight QA and strict statistical validation protocols.
A deterministic, compounding loop ensuring every test yields systemic knowledge.
Deep-dive into behavioral data, heuristic analysis, and voice of customer.
Formulating scientifically rigorous hypotheses linked to business KPIs.
Using proprietary scoring (ICE/PIE evolved) to allocate dev resources efficiently.
Monitoring via frequentist or Bayesian models to ensure true statistical significance.
Feeding validated learnings back to the C-Suite to pivot or persevere product strategy.
The Strategic Moat
"If AI is making optimization decisions... Who is optimizing the optimizer?"
My proprietary framework connecting behavioral science with AI governance, ensuring your personalization models respect user agency and drive long-term value, avoiding dark patterns at scale.
International Journal of Science and Research (IJSR)
Featured across 207 publishers, generating a potential reach of over 2.3M+ impressions worldwide.
"Working with Pawas has been an absolute pleasure. He brings a perfect blend of strategic thinking and executional depth, making every product experimentation or growth initiative both structured and impactful. His ability to connect experimentation outcomes with real business impact is what truly sets him apart.
Pawas has a remarkable knack for simplifying complex problems, rallying cross-functional teams, and driving momentum through clarity and data-led decision-making. Partnering with him on growth product initiatives has been inspiring; he consistently raises the bar for both creativity and accountability.
An experimentation and CRO leader in every sense, Pawas blends a growth mindset, analytical rigor, and collaboration in equal measure. He’s truly one of the best professionals I’ve had the opportunity to work with."
Ranjith Jayapal (RJ)
Analytics & AI Strategy Executive | Building Global Capability Centers
"Working with Pawas while managing growth for Livspace has been a wonderful experience! His ability to think from a customer's lens and accordingly highlight issues and opportunities - helped us identify several conversion optimization areas. His recommendations have been instrumental in overall improving the CVRs of organic and paid traffic on our website."
Sarthak Mullick
Product and Growth at Livspace | Ex-Gartner | MBA | MICA