About Rommil Santiago - Experiment Nation

About Rommil Santiago

I love making things happen.

I’ve been finding opportunities and moving the needle for the past 20 years.

I enjoy helping people across many domains.

Experimentation

Growth

Analytics

Marketing

Product Management

Mentorship

I’ve been around.

You can see my complete profile on LinkedIn.

My Story

September 2021

Experiment Nation launched its first virtual conference

Experiment Nation launched its first virtual conference

Our lineup of close to 40 speakers were from all over the world – from 10 countries in fact. With strong representation from women and people of colour, we gave everyone a platform to be heard and share their perspectives.

May 2021

Won an Experimentation Culture Award for Community

Won an Experimentation Culture Award for Community

Awarded for founding Experiment Nation, which connects experimenters from around the world at every level.

March 2021

Named one of the Top 100 A/B testing influencers of 2021

Named one of the Top 100 A/B testing influencers of 2021

My impact on the Experimentation industry was recognized my Kameleoon.

February 2021

Product Lead – Experimentation, Personalization, Analytics Platform and SEO

Product Lead – Experimentation, Personalization, Analytics Platform and SEO

Now, as a Lead on Loblaw Digital’s Growth team, I am launching other much-needed practices such as SEO and Personalization.

December 2020

Published my first book

Published my first book

Inspired by the courses I created for Udemy, I created a book focused on how to launch an Experimentation Program at large companies. To be honest, it’s not that good, and I really ought to update it. If you care to check out, you can find it on Amazon for the Kindle and Paperback.

August 2020

Published my first Udemy Course

Published my first Udemy Course

Targeted at Product Managers, this crash course helps PMs get up to speed on Experimentation in under an hour.

November 2019

Founder

Founder

Not being able to find many Experimenters to talk shop with, I began a Medium blog for which I interviewed Experimenters from around the world. Eventually, its popularity grew to the point where I moved it to its own website, partnered with dozens of content producers, and started holding events like online conferences. Today, Experiment Nation produces content for Podcasts,..Read more

June 2019

Senior Product Manager, Experimentation

Senior Product Manager, Experimentation

Throughout my career, I was always happiest when running Experiments and promised myself if I saw an opportunity to do it full-time, I’d seize that chance. As part of Loblaw Digital’s newly formed Center of Excellence of Experimentation, we made Experimentation a part of how Product Managers built products helped teams generate or save over $100M in revenue. We established..Read more

October 2018

Growth Manager and Product Manager, Engagement

Growth Manager and Product Manager, Engagement

During my time as a Growth Manager, I helped this high-growth startup refine its engagement strategy through email and launch one of the company’s key Growth features which ultimately saved 30% in acquisition costs. After transitioning to a Product Manager role, I oversaw their Loyalty Program, Transaction Ledger, MarTech overhaul, and recommendation / personalization efforts.

April 2017

Director of Marketing, Growth, Customer Support, and Product

Director of Marketing, Growth, Customer Support, and Product

I was given the opportunity to join 500px and do one thing, help turn the company around. 500px, a start-up, was a few months away from closing its doors. Originally only leading Marketing, I quickly staffed my team and together we led the rebranding of the company, created new lines of revenue from advertising, oversaw the establishment of an influencer..Read more

October 2016

Senior Manager, Growth

Senior Manager, Growth

I established a high-temp A/B testing program, and created Growth strategies for the company’s flagship app – including ASO (App Store Optimization).

April 2016

Product Manager, Growth and Acquisition

Product Manager, Growth and Acquisition

Was a Product Manager of all Growth-related products including: a server-side A/B testing tool, adtech, LTV modelling, and push notifications. We generated so many ads per day for clients that we broke Google and they sent over engineers to our office to build custom tools to handle our volume.

May 2014

Relocated to Toronto and got my first job in Growth

Relocated to Toronto and got my first job in Growth

I relocated to Toronto to head up Growth for 2 of Autodesk’s Consumer Group’s product lines. Oversaw the introduction of ad revenue, negotiated distribution deals with overseas partners, and launched a referral program.

April 2012

Promoted and became a Product Manager

Promoted and became a Product Manager

I grew my mandate and led marketing for Canada, United States and Brazil. I also owned the product roadmap for the global online stores including the online subscription purchase experience. My innovation efforts were awarded twice.

August 2011

Completed my MBA

Completed my MBA

I graduated in the top 15% of my class while mentoring new students and working full-time.

January 2011

Started teaching at McGill part-time

Started teaching at McGill part-time

Co-designed and instructed a graduate-level e-commerce strategy / web marketing course.

January 2011

Played a key role in launching Autodesk’s DTC eStore

Played a key role in launching Autodesk’s DTC eStore

I helped launch Autodesk’s online business in North America and expand it into EMEA. By running an aggressive series of experiments that challenged the status quo, we crushed revenue targets. I also helped lead web analytics implementation design on the eStore. My efforts were recognized with a global award for marketing excellence.

September 2010

Mentioned in The Web Designer’s Idea Book Volume 2

Mentioned in The Web Designer’s Idea Book Volume 2

Once again, my portfolio site was mentioned in a book created to inspire web designers.

February 2010

Earned my CAPM in Project Management

Earned my CAPM in Project Management

In all honesty, I’m not sure this was worth attaining. Just keeping it real.

May 2009
May 2009
April 2009

Became a Web Analytics and Optimization consultant

Became a Web Analytics and Optimization consultant

Working for Bell, I helped their clients implement and analyze their web performance through Analytics as well as optimize their revenue through A/B testing – a service I established. For my efforts, I was awarded a Bell Unity award.

October 2008

Mentioned in The Web Designer’s Idea Book Volume 1

Mentioned in The Web Designer’s Idea Book Volume 1

The Web Designer’s Idea Book included more than 700 websites arranged thematically, so readers can find inspiration for layout, color, style and more. My portfolio site was included and reviewed.

June 2008

Helped redesign Concordia.ca – winning a Bronze medal for Best University Site of the year

Helped redesign Concordia.ca – winning a Bronze medal for Best University Site of the year

Our team one a bronze medal in the Best University Site of the year from Case District 1. The site was fully accessible and 2.0 enabled.

October 2004

Tokoro held a 36-hour design-a-thon

Tokoro held a 36-hour design-a-thon

We invited a dozen local graphic designers to join us in holding a 36-hour design marathon that benefited local charities.

October 2004

Shot my first Montreal Fashion Week show from the photographer pit

Shot my first Montreal Fashion Week show from the photographer pit

I learned quickly that photographers compare the size of their…lenses a lot. This would be the first of many fashion shows I shot for Tokoro. Backbreaking work – but I have to admit, it was a fun period of my life.

October 2004

Built countless websites for Concordia University

Built countless websites for Concordia University

Started as a freelancer, then went on contract, then eventually became full-time. I built so many websites for Concordia, I couldn’t tell you how many. I developed a lot of automation tools, introduced Analytics and user-testing, and led accessibility. I also took a few photos for their newspaper in my spare time.

March 2004

Founded my first agency, Tokoro Media

Founded my first agency, Tokoro Media

After years of Engineering, and taking design and photography classes at night, I felt it was time to flex my creative muscles. Partnering with 2 other classmates, we founded Tokoro. We eventually took on a few more staff, and dozens of content producers to launch TokoroMAG, an online magazine focused on the artist community. We were very often invited to..Read more

January 2001

Helped build flight simulators

Helped build flight simulators

Developed flight simulation software in C and FORTRAN. Yes, C and FORTRAN. After 9/11, the industry became very challenging and I eventually elected to be laid off rather than be reassigned to a military division.

January 2000

Joined a startup to invent life improving gadgets

Joined a startup to invent life improving gadgets

Was the first mechanical engineer of a Montreal-based startup, focused on building gadgets like machines that would cook spaghetti within 3 minutes, soap dispensers, budget-focused adjustable beds, and Nova-branded hand-dryers.

August 1999

Graduated from Mechanical Engineering

Graduated from Mechanical Engineering

Led mechanical engineering for the school’s Solar Car Racing team which built solar-powered cars capable of hitting 100 km/hr.