Bjarn Brunenberg, Experimentation Lead, TomTom shares his strategic framework for experimentation. Bjarn discusses what a strategic experimentation framework is, why it's important to use a strategic approach for experimentation to maximise impact, and, from a practical sense, how a strategic experimentation framework can be used in your organisation.

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Bjarn Brunenberg is the Experimentation Lead at TomTom. TomTom is a Dutch multinational developer and creator of location technology and consumer electronics, operating in 29 countries and with revenues of €585M.

At TomTom, he is responsible for accelerating growth in the eCommerce team through Conversion Rate Optimisation, Experimentation and strategic GTM plans. He has grown App revenue at TomTom by 100%+ YoY. Key to this growth was developing and implementing a systemic experimentation process, which improved experiment throughput from 20 experiments to over 200 experiments.

Prior to this, Bjarn worked as a Growth Marketer at Mollie, Netherlands and also as a Digital Marketing Specialist at Accenture, supporting Google projects.

He is a keynote speaker and two-time winner of the Experimentation Culture awards, also creating the Strategic Experimentation Framework, which helps organisations link experimentation to their OKRs and big-picture goals.

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