"I have been working as Director of Optimisation at The Student Room since 2013. I took on this role after 2 very successful years working with, and learning from, the team at PRWD and particular Paul Rouke after we engaged them to help us improve conversion rates at The Student Room in 2011. Although we had always been a data led decision making company it was only since working with Paul and team that we really saw a way to consolidate, interpret and learn from this data via testing and experimentation. But I would say the real transformational change was not really at The Student Room, it was in me. In 2015, I decided that I wanted to take all that I had learned from PRWD and the CRO scene and start teaching it to others. So I went down to 4 days a week at The Student Room and set up as a freelance consultant 1 day a week. Working with PRWD was much more than a methodology or even a cultural change – it changed the course of my career, and inspired me to challenge the way I did things across my working life."