The product, development, data & experimentation capability of a full team – without building one.
Worked with
“Storm has an amazing ability to understand our needs both from a business and technical point of view and can quickly turn them into a best practice solution. We not only knew that we could rely on Storm to deliver, we also looked to her for strategic guidance and technical advice.”
– Nicola Cooke, General Manager, Dymocks
What I Do
Product Management
I connect business, engineering, data and customers so everyone works from the same picture – and the right things get built.
Web Design & Development
I design and build WordPress, Webflow and Lovable sites grounded in UX, SEO and GAIO best practice – from concept to launch.
Analytics
I help teams turn data into clarity – through reporting frameworks, data strategy and AI-assisted analysis that shows what’s working and why.
Experimentation
I design lean, high-signal experiments – online and off – that test real hypotheses against real people before you commit to building.
Customer Research
I help you identify the right problems to solve before you spend money solving the wrong ones.
Growth Strategy
I help growth-stage businesses build the experimentation culture, tooling and roadmap to compound results over time.
“The experimentation culture she created hasn’t just elevated the overall digital capability, it’s uplifted the entire product ways of working. If you’re looking for someone to truly embed and scale CRO and experimentation in your organisation, I couldn’t recommend Storm more highly.”
– Josh Carius, Senior Product Manager, Bupa
Case Studies
What this looks like in practice.
A sample of work across experimentation, analytics, product and web – so you can see where I fit.
Context
A major Australian book retailer without an in-house PM, relying on an agency to fix UX issues on a recently rebuilt website.
What was needed
The agency had delivered a long, expensive list of fixes with no prioritisation. No one internally had the time or expertise to separate what would actually move the needle from what would just burn budget.
Work I did
Ran user research and data analysis to identify where the real conversion friction lived. Translated findings into a clear, scoped brief for the agency – prioritised by impact, constrained by budget.
What changed
The agency had a brief they could execute against. Website conversion improved and Dymocks got measurable results without blowing the budget on low-impact fixes.
Context
A major Australian health insurer looking to accelerate digital growth through a dedicated experimentation programme.
What was needed
A systematic approach to running high-velocity experiments across acquisition and conversion funnels – with the rigour to separate signal from noise and build confidence in results.
Work I did
Built and led a dedicated growth squad, establishing experimentation infrastructure, prioritisation frameworks and a culture of testing across the broader product org. Mentored 35 product managers to run experiments independently beyond the core squad.
What changed
250+ experiments delivered over three years, generating $70M+ in incremental revenue and consistently exceeding growth targets.
Context
Supporting a data agency to help the HealthEngine tech platform needing to understand the commercial value of different practice segments using transaction and booking data.
What was needed
A rigorous analytical framework to identify which practices drove the most value – and what churn or growth in those segments actually meant for the business.
Work I did
Built cohort analyses, cross-propensity models and practice churn impact models in Redshift, translating complex query outputs into executive-ready visualisations and strategic recommendations.
What changed
Leadership had a clear, evidence-based picture of customer LTV by segment – enabling smarter retention and growth investment decisions. Agency was able to support a customer at pace without impacting other clients.
Context
A fintech scale-up with an ad hoc Amplitude implementation that had grown inconsistent – mismatched naming conventions, unclear property values and reports that were hard to trust.
What was needed
A clean, reliable analytics foundation that the team could actually build on – and confidence that what the data said was true.
Work I did
Audited the full tracking implementation against the business questions that actually needed answering. Created a data dictionary, standardised and enhanced existing events, trained their AI assistant to surface answers quickly and built governance processes to keep tracking clean as the product evolved.
What changed
Dashboards became trustworthy. Understanding customer behaviour on owned digital platforms went from a source of friction to a genuine business asset.
Context
A small Margaret River tourism retreat needed a website that could showcase the property and drive direct bookings across accommodation, weddings and yoga retreats.
What was needed
Something visually led and fast – structured to serve multiple booking intents without feeling cluttered.
Work I did
Designed and built a WordPress site leading with high-quality imagery, clear navigation across all service types and a strong SEO foundation to drive organic visibility in a competitive regional tourism market.
What changed
Improved search visibility and sustained direct booking levels. Still live today – https://gilgara.com.au
Awards & Recognition
Rising Star Award
Experimentation Culture Awards, 2023
Gold, General Website Categories (Government)
W3 Awards, 2017
Silver, Website Features – Visual Appeal
W3 Awards, 2017
Silver, Website Features – Best Practices
W3 Awards, 2017
Best Social Media Campaign
QSR Media Awards, 2014
“I’ve not come across someone who has such a deep understanding of every aspect of a product – from strategy all the way down to execution. She is driven by a pursuit of what’s best for our customers and pushes hard for us to all think that way.”
– Dan Churchill, Senior Product Manager, RedBalloon
Let’s Connect
If this sounds right, let’s talk.
Book a free 30-minute conversation
No obligations — just a chance to talk through your challenge and see if I can help.
Pick a time“Time and reliability are critical factors in this game and Storm always delivers on both – with excellent value thrown in.”
– Nick Bruechle, Client
FAQ
Common questions
A CRO consultant helps you grow revenue by improving how well your existing traffic converts — rather than just spending more on ads. I identify where and why people are dropping off, run structured A/B tests, and translate those results into changes that stick. Think of it as making your website work harder for the visitors you already have.
UX designers focus on how things look and feel. CRO is about what actually moves the needle — measured by data, validated by experiments. I work at the intersection of strategy, analytics, and design, making sure improvements are grounded in evidence, not assumptions. I often collaborate closely with UX designers to bring ideas to life.
You need enough traffic to run statistically valid tests — typically 5,000+ monthly visitors to a key page. That said, a lot of high-value CRO work (heuristic audits, session analysis, copy improvements) doesn’t require volume at all. If you’re not sure whether you qualify, just ask — I’ll be straight with you.
Most engagements start with a discovery and audit phase — I get under the hood of your analytics, map your user journeys, and identify your biggest conversion levers. From there we move into an ongoing testing cycle: hypothesis → design → build → analyse → ship. I can work as a solo consultant or integrate with your existing team.
Both. I can go end-to-end — strategy, wireframes, implementation in your testing platform (VWO, Optimizely, AB Tasty, etc.), QA, and analysis. Or if you have an in-house dev team, I can hand off detailed specs and stay focused on the strategy and measurement layer. I adapt to what your team needs.
Quick wins from audit-based changes can show up within weeks. A/B tests typically run 2–4 weeks per experiment depending on your traffic. A mature testing programme that compounds over several months is where the real lift comes from. CRO is a system, not a one-time fix — the teams that treat it that way see the biggest returns.
My background spans retail, health insurance, fintech, media, and government. The fundamentals of conversion — clarity, trust, friction reduction — apply everywhere. That said, I’m most effective with digital-first businesses where the website or app is a meaningful revenue channel: ecommerce, lead gen, SaaS, and subscription models.
Book a free 30-minute call using the link above, or fill in the contact form. I’ll ask a few questions about your current situation, goals, and what you’ve already tried. If it sounds like a good fit, I’ll follow up with a proposed approach and a clear scope of work.