Meet

Rommil Santiago

Award-Winning Experimentation & Growth Expert

Hi!

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I help organizations accelerate growth (or turn things around) through experimentation and data-driven decisions.

Over the last 15+ years, my work has generated over $110M in proven business impact and levelled-up how companies operate.

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Buy my Amazon Bestseller

What I do

  • Find opportunities, diagnose issues, and recommend realistic paths towards growth.

  • Scale experimentation programs across functions for SaaS and consumer brands of all sizes.

  • Align cross-functional teams (Product, Engineering, Design, Growth, and Marketing) to prioritize the right bets and validate ideas through experimentation.

  • Cut through opinion and politics with a pragmatic, data-backed approach that transforms debates into decisions.

Modestly caught on camera, hanging out with my awards.

Impact Highlights

Hoping 500 people are laughing
with me.

  • Generated $110M+ in sales and savings through experimentation at companies like Loblaw and Autodesk.

  • Held leadership roles in Marketing, Product, Growth, and Experimentation. I’ve seen it all.

  • Modernized martech stacks at 2 prominent startups - accelerating their learning and marketing velocity.

  • Established Growth, Experimentation, SEO, ASO, and Landing Page Optimization programs that delivered double-digit conversion lifts and increased traffic for several companies.

  • Kicked-off an in-house server-side A/B testing platform at an adtech company to help optimize yield.

  • Drove growth that contributed to the successful acquisition of 500px.

Awards and Recognition

  • Experimentation Hall of Fame (2025)

    The Kameleoon Experimentation Hall of Fame recognizes and honors pioneers and respected industry leaders who have shaped methodologies, inspired the industry, and built successful experimentation programs within their organizations.

  • Thought Leader in Product Experimentation (2023)

    Kameleoon awards excellence in thought leadership on product-led growth, and product and feature experimentation. 

  • Top 10% Most-Followed Podcasts on Spotify (2022)

  • Top A/B Testing Influencer (2021–2024)

    Kameleoon conducts in-depth research each year to create a must-follow list of the minds shaping experimentation today.

  • Top CRO Newsletter (2022)

    Named by Convert.com

  • Experimentation Culture Award - Community (2021)

    The Community Award is for an individual, a team, or an organization who really helps the broader experimentation community move forward. Awarded for launching Experiment Nation.

  • Outstanding Achievement - 500px (2017, 2018)

    Awarded for being a top achiever, contributing to results and culture.

  • Golden Hammer (2012, 2013)

    Awarded by Autodesk’s eCommerce & VSB division for challenging the status quo and innovation.

  • Worldwide Marketing Superstar - Autodesk (2011)

    Awarded for product marketing and launching dozens of products on the North American eStore.

  • Bell Unity Award (2010)

    Awarded by Bell Canada for going above and beyond in upgrading Bell’s Analytics and SEO performance.

  • CASE Bronze Medal (2008)

    In the category of Best University Site of the Year.

  • Featured in The Web Designer’s Idea Book Vol 1 and 2 (2008, 2010)

    The Web Designer's Idea Book includes websites arranged thematically, so designers can find inspiration for layout, color, style and more.

Industry Contributions

  • Wrote a Bestseller

    Author of Prove It or Lose It - An Amazon Canada bestseller on launching experimentation programs (2025)

  • Founded Experiment Nation

    Experiment Nation is a global community of 11k+ CROs and experimenters to build shared knowledge (2019)

  • Established Experiment Nation’s CRO Certification

    The Experiment Nation CRO Qualification Exam is an accessible way for CROs to demonstrate their knowledge and expertise in this field. The questions are crafted and maintained by a board of experts from around the world.

  • Launched LaunchBuddy

    A Lightweight Pre/Post Impact Analyzer for Low Traffic Sites (2025)

  • Consulted for a Paper

    Consulted as an industry expert for “Aligning Experimentation with Product Operations” (ResearchGate preprint, 2025)

  • Offering free Coaching

    Coaching CROs and Product Experimenters on career growth, Experimentation, Politics, and Growth for free.

In the Media

When I’m not hosting interviews, I appear on others’ Podcasts and Youtube channels.

Leadership Experience

20+ years of driving growth, experimentation, and product innovation through leadership roles across diverse industries - from startups to multinational corporations.

  • Sr. Director, Product Experimentation — Constant Contact (2024-2025)
    Leveraged experimentation to accelerate product learning and drive PLG transformation.

  • Director, Solution Strategy (Experimentation) — Optimizely (2024)
    As Optimizely’s Experimentation expert, improved GTM strategies and drove enablement.

  • Director, Product Growth — Loblaw Digital (2019–2023)
    Led experimentation strategy that drove $110M+ in sales and cost savings. Stood up SEO, Analytics, and Personalization Practices.

  • Director of Marketing — 500px (2017–2018)
    Re-platformed martech stack and evolved growth programs that contributed to the company's acquisition. Also lead marketing-related Product Management, and Customer Support.

  • Senior Manager, Growth — theScore (2016–2017)
    Launched Growth and ASO initiatives that boosted user acquisition and downstream engagement.

  • Product Manager, Growth & Acquisition — Flipp (2016)
    Introduced in-house server-side A/B testing platform to improve speed and reliability.

  • Channel Development Executive / Growth Leader — Autodesk (2014–2015)
    Expanded international e-commerce presence and drove multi-market growth initiatives.

  • Sr. Marketing Manager & Product Manager — Autodesk (2011–2014)
    Accountable for revenue achievement in the Americas. Enabled new revenue streams and introduced Experimentation and challenged the status quo.

  • Web Analytics and Optimization Consultant — Bell Canada (2009–2010)
    Improved clients’ conversion and customer engagement through optimization strategies.

  • Web Designer — Concordia University (2004–2009)
    Redesigned and optimized university sites, earning CASE Bronze Medal recognition. Spearheaded usability and accessibility initiatives.

  • Co-founder and Creative Director — Tokoro (2004 - 2006)
    Ran a small agency offered design, web development and photography to startups.

  • Various
    In previous roles, I prototyped a spaghetti vending machine, wrote code for flight simulators, and took photos at Montreal-area fashion events.

Some kind words

  • "Rommil is an all-star marketer with an amazing blend of brand and growth experience."

    Sylvia Ng
    CEO, ReturnBear

  • "Rommil is the kind of growth leader you want on your team. Full stop. "

    Shiva Manjunath
    Co-Founder, From A to B

  • "He doesn't accept status quo as an acceptable answer to why? and is constantly challenging his colleagues and teams to push for what makes sense, based on data."

    Seanna Snider
    Director, Media Strategy at Loblaw Companies Limited

  • "Rommil is one of those rare leaders who seamlessly balances strategic vision with hands-on execution."

    Will Feng
    Principle Conversion Optimization Lead, Constant Contact

  • "Rommil is a spectacular partner on all things experimentation & growth for his partners in product, growth, & merchandising"

    Stacey Feero
    Director of Product Management, AgencyAnalytics

Read more recommendations

Education

MBA (2011)
Concordia University
Montreal, QC

Digital Analytics (2009)
University of British Columbia
Vancouver, BC

B.Eng. Mechanical (1999)
McGill University
Montreal, QC

Let’s Work Together

I will help you

  • Plot a path towards growth
    Sift through the noise and find the signal that leads to improved performance.

  • Build or scale experimentation programs
    From ad-hoc testing to a mature, repeatable system.

  • Train teams to make smarter, data-driven decisions
    Hands-on coaching that sticks.

  • Audit growth strategies
    Uncover hidden revenue opportunities in funnels, retention, and pricing.

  • Guide new product development
    Use rapid experimentation to de-risk launches and speed up validation.

Connect with Rommil