My impact summary
Throughout my career I have a proven record of improving trading outcomes and conversion performance across multiple consumer-facing platforms. I’ve partnered with Finance, Product, Marketing and Trading teams to drive profitable growth, through disciplined budget allocation, attribution, experimentation, expense management and ROI-led decision-making.
I’ve established best-in-class measurement and reporting processes, enabling precise understanding of P&L drivers and faster response to trading trends. My analytical rigor and operational cadence (weekly business rhythm reviews, OKR tracking, and deep dives) consistently turn insights into tangible revenue and margin improvements as well as identify commercial operational optimisations.
I bridge commercial and technical disciplines, translating strategic goals into product and marketing execution. I’ve led multi-disciplinary teams, including Product, UX and Technology, ensuring digital roadmaps directly supported financial and trading objectives. My collaboration with Finance and Legal strengthens governance, compliance, and investment discipline.
With hands-on experience driving international ecommerce and booking operations, I combine structured experimentation with market insight to localise strategy effectively. I’ve built a high-velocity testing agenda that informed product-market fit and optimised customer journeys, improving conversion rates and revenue per visitor.
I have a consistent track record of improving ROI on marketing spend (via attribution tools like Fospha), driving conversion and reducing cost inefficiencies. My approach and negotiating expertise saved hundreds of thousands of €€€ through martech stack optimisation and increased SEO traffic through web vitals improvement, clear evidence of sustainable cost-benefit thinking.
I am a natural coach and mentor, fostering focus, accountability, and collaboration. My leadership approach is; ambitious, analytical, and customer-centric. I embed OKRs into daily practice, ensuring every team member connects their work to measurable and impactful changes of customer behaviour that deliver commercial value.
My career so far
View my CV to learn more about my career and qualifications
What my colleagues say about me
I really enjoy working with Daniel. He brings sharp CRO and insights expertise, but what stands out most is how he handles a huge number of projects and stakeholders without ever losing focus of what actually matters. He’s thoughtful, steady, and always ready to offer support or a reality check when needed. Working with him makes things clearer, calmer, and more effective – that is something I genuinely appreciate.
Vladimir Loginov, Product Manager, Smartbox Group
Working with Daniel at Smartbox Group, I am consistently impressed by his bias for action. He doesn’t just talk about ideas, he makes them happen. His organizational skills are top-notch, keeping our AB testing focused on what truly moved the needle. He has a knack for prioritizing, ensuring we’re always working on the tests that deliver the most impact.
Beyond that, Daniel was instrumental in developing our experimentation framework, fundamentally changing how we approach testing. He also took the lead on budget management and identifying key tools, optimizing our ways of working. Daniel is a true asset to any team.
Tiago Nogal, Product Owner, Smartbox Group
I had the great pleasure of working with Daniel Mullins during his time as Head of CRO and Insights for the Buyer side at Smartbox. Daniel is exceptionally smart, with a sharp analytical mind and a keen ability to uncover meaningful insights that drive real business impact. His strategic thinking and data-driven approach consistently led to new findings and initiatives that pushed the company forward at an impressive pace.
Beyond his technical and analytical strengths, Daniel collaborated seamlessly with multiple teams across the organization. His willingness to help, openness to share knowledge, and strong sense of team spirit made him a trusted and valued colleague. This positive mindset radiates throughout the teams he works with, creating a culture of trust, learning, and innovation.
Working with Daniel was a real pleasure, and I highly recommend him for any role that requires intelligence, initiative, and strong cross-functional collaboration.
Pauline Soulez Lariviere, Lead Product Owner, Smartbox Group
Daniel Mullins enabled Smartbox to measure the impact of design work. He went out of his way to help me set up and configure A/B tests on the Beneficiary platform, patiently explained results and numbers to me, and always took time out for others to make things better at Smartbox. He’s a really good juggler, a lovely person, and a solid coordinator.
Without his support we wouldn’t have been able to begin to transform the Beneficiary platform. Thanks to Daniel, we were able to collect evidence that allowed us to sunset the non performing pieces of the product, and extract significant additional value from underperforming features (leading to conversion rates of over 2.1% in some areas). We were able to ”prove” our hunches, and shift the focus towards UX improvements, making our customers happy, the business money, and enabling us to work within an experimental design framework.
He managed to support this while coordinating work from both sides of the business with multiple teams as a conversion rate optimisation specialist (always ensuring that there were no conflicts in the test, and everyone had visibility into what was happening), while also taking on things that just needed to be done such as contract negotiations with vendors.
It was a pleasure to work with you Daniel. I can’t wait to see what you do next, and any company that is lucky enough to snap you up is guaranteed to get a great deal with all the value you deliver.
Eoghan Hickey, Lead UX, Smartbox Group