About Frank Licht

Independent. On purpose.

CXO / CRO & Personalization Specialist

I'm not building an agency. I chose independence so I can go deep on one thing and stay honest about it. No junior team doing the work after I leave the room, no upselling services I don't believe in. Just a specialist who has seen your conversion problem before — probably more than once — and will tell you exactly what's causing it.

Career Background

Kadaster (Ad Interim)

UX Lead Digitaal Stelsel Omgevingswet

Sep 2025 – Jun 2026

Team Leadership

Leading the UX Insights team with UX Researchers, Web Analysts and Digital Accessibility experts for the digital system of the Dutch Environmental and Planning Act. As UX Insights team we've been responsible for collecting insights to support development teams and to keep UX top-of-mind for decision-making and development.

citizenM

Product Manager Personalization

Sep 2024 – Aug 2025

Product Strategy

Leading personalization product strategy across digital touchpoints for a global hotel brand. Owning the personalization roadmap, aligning it with commercial and experience goals, and managing cross-functional delivery.

Gracious

Insights & Optimization Team Lead

Nov 2021 – Aug 2024

CRO & Data Analytics Consultancy

Built and led an experimentation and analytics team from scratch. Designed testing processes, managed client portfolios, and delivered measurable conversion improvements across e-commerce and services sectors.

Relevant Online

Conversie & Personalisatie Specialist

Sep 2017 – Oct 2021

Technical Implementation

Designed and implemented A/B tests and personalization campaigns for a portfolio of Dutch B2C clients. Owned analytics implementation, test hypothesis development, and post-test reporting.

How I Work

A systematic, data-first methodology designed to strip away opinions and expose the winning variants.

Discovery

Understanding your business, users, and current data.

Audit

Identifying conversion friction across the funnel.

Experiment

Designing and running structured A/B tests.

Report

Documenting results and building the next roadmap.

Certifications

CXL Conversion OptimizationFeb 2026
PSPO II (Product Owner)Nov 2024
Situational LeadershipMay 2023
Scrum FoundationMay 2016
Prince2 FoundationAug 2013
ITIL FoundationJuly 2013

Experience

Experimentation (VWO / Optimizely / Convert)
Research (UX Cam / UX Metrics / User Sense / Happylabs)
Coding (HTML / CSS / JS)
Google Stack (GA4 / GTM / GCP)
CDPs (Bloomreach / Spotler / Redpoint)
UX & Workshop Stack (Figma / FigJam / Miro)
Product & Program Management (Jira / Asana / Trello)
AI Tools (Gemini / Claude Code)

Want to know if I am the right fit for your project?

Let's Talk