Craig Kistler is a Senior Director at Signet, leading Personalization and Experimentation and delivering $45M+ in incremental annual revenue through intent-driven CRO and personalisation across multiple eCommerce brands. He builds scalable testing programmes, launches high performing personalisation strategies, and leads UX optimisation work that consistently beats industry benchmarks. Craig has earned industry recognition including a 2022 Personalization Thought Leadership award and a 2018 Best Testing and Optimization win against global brands. Alongside his full-time role, he consults for $5–25M DTC brands via an 8 week CRO and Personalisation accelerator to find revenue leaks, ship high impact experiments fast, and embed systems that keep converting.