Sofia Staaf
CRO & Personalization Lead | Advisor | Helping organizations make data-driven decisions for sustainable growth
About
Hi, My name is Sofia. I'm an experienced problem solver, with over 10 years in CRO, Experimentation, and Personalization across various industries. As an independent CRO & Personalization consultant, I assist organizations in becoming data-driven decision-makers by implementing and leading scalable experimentation programs, with the goal of fostering a data-driven learning culture. My distinctive approach to work is characterized by a blend of creativity, analytical thinking, and a structured methodology. I believe that success is built on well-oiled cross-functional team collaborations, where motivation serves as the driving force to lead, learn, and collectively achieve greatness in order to reach the goals. Driven by curiosity to continuously evolve and with a genuine interest in people, I’m dedicated and committed to making positive change happen. With a strong passion for understanding user behavior, I strive to create business value through data and experimentation to foster sustainable growth. By leveraging Data → Insights → Action to identify valuable insights on user behavior patterns, I aspire to create a motivated, frictionless user experience with a customer-centric mindset.
Skills
Experience
Senior CRO & Personalization Consultant
CROadvisory
2024 — Present
Independent consultant specializing in CRO, Experimentation, and Personalization. Guiding organizations in initiating data-driven decision-making processes and fostering a culture of experimentation. Offering services including consulting, interim support, strategies, personalized coaching, workshops, lectures, keynote presentations, training sessions, research, and audits.
CRO, Personalization & Analytics Lead
Coop Sverige AB
2021 — 2024
✔ Recruited an in-house team to implement and run an experimentation program within CRO, Personalization & Analytics. ✔ Developed a long-term strategy to scale and achieve sustainable growth, including defining monthly KPIs to demonstrate the value of experiments. ✔ Established a process for experimentation to ensure scalability and efficiency within the team. ✔ Incorporated A/B testing as a natural part of the development process, running server-side tests with high velocity. ✔ Led product development initiatives within my responsibility, collaborating closely with product owners on prioritization, roadmaps, and backlogs. ✔ Led hypothesis workshops and creating an Experiment Forum within the organization for presenting A/B test results, sharing insights, and collectively learn about the users. ✔ Led larger personalization initiatives and server-side testing of personalization strategies. ✔ Led the migration to GA4, including creating roadmaps for implementation, conducting workshops, and producing documentation for compliance.
Growth Manager within UX/UI, Analytics, CRO, SEO
Education
Course in Digital Strategy
Hyper Island
2016 — 2016
Bachelor's degree in Marketing, Advertising & PR
Stockholm University
2008 — 2011
