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Former Head of Optimisation at The Financial Times joins Maxymiser

Sandra White joins Maxymiser as Managing Consultant to provide strategic direction and best-practice advice to customers, helping them to drive conversion uplift

Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions, has appointed Sandra White as Managing Consultant, as the company continues to expand its business activities. White will be responsible for strategic direction and consultancy services, helping Maxymiser’s customers to optimise their online testing campaigns in order to increase conversion rates, revenues and customer loyalty.

White brings a wealth of experience to her new role at Maxymiser having previously been Head of Optimisation at The Financial Times (FT). In this role, White was instrumental in developing and implementing a content optimisation strategy across the entire FT website. Working closely alongside editorial, advertising and product development teams, she was able to instil a culture at the FT that relied on empirical measurements to scientifically prove which changes to the website had the biggest impact on the company’s bottom line.

Commenting on her new role at Maxymiser, White says, “This is a very exciting time to be joining Maxymiser. The company is already established as a market leader in testing, personalisation and optimisation solutions and is expanding rapidly on an international basis. I am looking forward to making a major contribution to the next stage of the company’s business development and I am confident that my previous experience at the FT will hugely benefit the customers I am working with. I have been sat on their side of the table in the past and I have seen directly what a difference an effective online testing strategy can have on the overall success of a website.”

White continues, “Maxymiser has best-in-class technology but the people within the company are also critical to the success of the business. A key aspect of my role will be to sit down with customers and gain a really in-depth understanding of their business goals so that the right tests can be developed, the results can be easily measured and key learnings can then be applied to future campaigns. By taking a consultancy-led approach to working with our customers we can help them achieve much greater uplift, boosting their online revenues whilst driving greater loyalty to their brands.”

Wayne Morris, UK General Manager of Maxymiser, says, “We are delighted that Sandra has joined Maxymiser and her experience gained as Head of Optimisation at the FT will prove invaluable to our customers. Sandra has faced many of the same challenges our customers face today in terms of keeping website content fresh and innovative whilst generating revenue uplift, and by being able to share her knowledge and insight with our customers she will add significant value to their and our business alike.”