About me

Who I am

I'm Atticus Li — a growth and experimentation strategist with 9+ years of experience turning data into revenue. I specialize in A/B testing, geo-targeted marketing campaigns, conversion rate optimization, and building the operational infrastructure that makes experimentation repeatable at scale.

My philosophy: intuition is a starting point, not a strategy. Experimentation is the only way to know what actually works — and the companies that systematize it consistently outperform those that don't.

Career

I currently lead Applied Experimentation at NRG Energy, a Fortune 150 energy company. My team runs the full experimentation lifecycle — A/B tests, geo-targeted campaigns, personalization engines, and conversion optimization — across digital and marketing channels. The work is systematic: we've built a repeatable engine that consistently turns data into revenue at enterprise scale, driving $30M+ in attributable revenue impact.

Before NRG, I was at Silicon Valley Bank running growth for startup banking. I designed and executed geo-specific marketing campaigns and web experimentation programs that produced a 700% increase in web traffic and a 37% lift in lead generation, contributing to over $1B in startup banking revenue. I left shortly before the bank's collapse in March 2023.

Earlier in my career, I worked across a range of early-stage and growth-stage startups, sharpening my instincts for the tactics that actually move metrics vs. the ones that just look good in a deck.

What I do best

• Experimentation strategy — Designing test roadmaps that prioritize high-impact hypotheses and build institutional knowledge over time.
• Geo-targeted campaigns — Running market-level experiments that isolate local signals from global noise. Most companies do this once; I've built it into a repeatable system.
• Conversion optimization — Diagnosing funnel drop-offs and running structured tests to recover and improve them — from landing pages to checkout flows.
• Cross-functional growth — Bridging data science, product, and marketing to ship experiments that actually get measured and acted on.
• Revenue attribution — Building the measurement infrastructure to tie experimentation outcomes to real business outcomes, not just engagement metrics.

Side projects

Outside my day job, I build products at the intersection of AI, growth, and the job market — shipping solo with AI-augmented development.

• Jobsolv — An AI-powered job application platform. Automated resume tailoring, cover letter generation, and job tracking. Helping job seekers apply smarter, not just harder.
• GrowthLayer — A CRO intelligence platform and content hub. Building the authoritative resource for B2B experimentation: frameworks, playbooks, and deep dives on what actually moves revenue.

Get in touch

The best way to reach me is on LinkedIn. I'm not available for freelance work at this time, but I'm always happy to trade notes on experimentation, growth strategy, or building with AI.