Experimentation engine, X5 Group
Tools: Jira, Tableau, SQL
Context
19k+ stores, large B2C footprint.
Problem
Need repeatable lift in GMV from CVM campaigns.
Role
Led DS, analysts, DQ, design, marketing.
Actions
- Built test catalog and guardrails
- Launched 600+ A/B experiments
- Introduced onboarding chain
Results
- +5.5 bn ₽ yearly incremental GMV
- Retention 42% → 44%
Artifacts
- Experiment template
- Cohort analysis
- KPI dashboard