WEB STRATEGY · CRO · DIGITAL MARKETING
I'm Jennifer Kelly, a web strategy and CRO leader who turns behavioral data into structured experiments, higher-converting pages, and measurable business results — most recently for PeacockTV.com.
I'm a web strategy and CRO leader with 4+ years running experimentation programs for high-traffic, high-revenue platforms — most recently PeacockTV.com at NBCUniversal. I turn funnel data, session replay, and heatmaps into structured A/B tests and data-informed roadmaps, partnering closely with SEO, Performance Media, Product Marketing, CRM, and Engineering to move the needle on acquisition and conversion. I'm increasingly focused on using AI-powered tools to scale testing velocity and marketing efficiency — and I'm looking for my next opportunity to bring that same rigor to a new team.
4+
Years Experience
100K+
Incremental Subscribers
39M+
Subscriber Starts
200+
Pages Governed
I own end-to-end experimentation roadmaps — scoring hypotheses against funnel data, traffic volume, and conversion opportunity so every test and page enhancement ties back to measurable business impact.
From CMS governance to technical SEO and Core Web Vitals, I keep large, high-traffic sites healthy and performing — partnering directly with engineering to ship enhancements at speed.
I design and run structured A/B and multivariate tests — turning behavioral data from GA4, FullStory, and ContentSquare into landing page wins and measurable subscriber growth.
CRO · Partnership Launch
Web strategy lead for NBCUniversal's Apple TV+ bundle launch — landing-page strategy, copy, and legal alignment, plus the ongoing savings-messaging and plan-picker test program. The bundle now drives ~8–10% of total NBCU purchases (~128K–248K since launch).
Content Strategy · CRO
Built peacocktv.com/microdramas as the primary conversion destination for TikTok and paid-social traffic, directed the hero design rounds, and ran the companion homepage-rail A/B test for Peacock's mobile-first Microdramas launch.
Web Strategy · Landing Page Strategy
Lead web strategist for Peacock's first web-checkout content add-on — owned the STARZ landing page, new/existing-user flows, homepage banner, and programmatic title pages, and presented the strategy directly to the STARZ team.
CRO · Experimentation
Multi-year A/B testing program on Peacock's highest-leverage page — the homepage hero, which fronts ~81–83% of web new-customer conversions. One truncated-hero test alone drove +22,612 incremental subscribers and +$4.3M in CLV.