Search Discovery Adds Dynamic Duo to Optimization Team

by | Feb 7, 2018

We are excited to announce that Testing and Optimization industry experts Kelly Wortham and Melanie Hall have joined Search Discovery.


Kelly and Melanie share a passion for using analyt­ics-driven opti­miza­tion to drive deci­sion-making. “Anyone can ‘do’ A/B testing. It takes some­thing more to truly opti­mize.” Says Kelly. “One of the reasons I am excited to have joined Search Discovery is because the company truly under­stands the impor­tance of data-driven opti­miza­tion. We focus on helping brands opti­mize the rela­tion­ships they have with their customers, using the best tools available—from analyt­ics to testing, to voice of the customer.”

Melanie agrees, “A true opti­miza­tion program does not actu­ally test every­thing; it opti­mizes every­thing using strate­gic prior­i­ti­za­tion to decide when to test, when to fix, and when to dig a little deeper and get more data.

The chuck­ling fates that brought Kelly and Melanie together years ago at Dell have woven them back into the same tapes­try, yet again. And the destiny is sweet! Because while the duo collab­o­rated closely to drive contin­u­ous improve­ments for both customers and for Dell’s program and processes, the two became great friends. They teamed up, laughed a lot, and excel­lence followed in their wake.

From Dell, Kelly and Melanie took sepa­rate paths. Kelly joined Gary Angel’s Semphonic team at EY and learned more about what it takes to serve on the agency side of opti­miza­tion, while Melanie dove deep into finan­cial services opti­miza­tion at Amer­i­can Express, build­ing their program from the ground up.

About Kelly and Melanie

Kelly has been a well-known pres­ence in the digital analyt­ics and opti­miza­tion indus­try since 2007. She is a frequent speaker at indus­try events and has taught work­shops at digital analyt­ics confer­ences for the past 5 years. She is the founder and owner of the highly-acclaimed Test & Learn Commu­nity, where opti­miza­tion prac­ti­tion­ers from across all indus­tries and from 5 differ­ent coun­tries meet twice monthly via tele­con­fer­ence to discuss various topics related to the testing space. Prior to joining Search Discovery, Kelly leads the Opti­miza­tion Center of Excel­lence at EY and managed the global award-winning opti­miza­tion program at Dell.

Melanie is a digital strat­egy leader with deep func­tional exper­tise in end-to-end opti­miza­tion program design, eval­u­a­tion, and strat­egy. She has success­fully utilized her talent for design think­ing to lead multi­ple site redesigns and agile trans­for­ma­tions. Melanie has been a featured keynote speaker in the US and UK, has won multi­ple awards for test design and outcomes, and is a recog­nized thought leader in opti­miza­tion strat­egy. Before joining Search Discovery, Melanie built, opti­mized, and led online strate­gic exper­i­men­ta­tion programs for Amer­i­can Express and Dell. From strat­egy and ideation through deep-dive analy­sis, she has directed all activ­i­ties related to opti­miza­tion and strate­gic online testing for these Fortune 100 compa­nies. She special­izes in working through ambi­gu­ity and layers of complex­ity to find solu­tions that drive orga­ni­za­tional goals and KPIs.


Want help with your opti­miza­tion program?

We can help you design a new program, opti­mize an exist­ing program, or improve exist­ing processes — from idea intake to insights sharing — while provid­ing the end-to-end analyt­ics and devel­op­ment support you need from a full-service opti­miza­tion agency. Our passion is enabling our clients with the tools and exper­tise to build and grow a valu­able, sustain­able opti­miza­tion program. Hit us up!