I am Hans van Manen, an independent CRO, experimentation and personalisation consultant based in Basel, Switzerland.
My background combines strategic ownership with hands-on execution, from customer journey analysis, hypothesis development and experimentation roadmaps to A/B testing, technical implementation, stakeholder alignment and result interpretation.
Across strategy and execution
I work between business and technology, connecting commercial objectives and customer behaviour with technical feasibility, reliable measurement and implementation quality.
This allows me to support both the direction of an experimentation programme and the practical work required to deliver it.
Experience in complex environments
I have worked across multidisciplinary, international and regulated environments where experimentation depends on collaboration between marketing, UX, product, data, development and business stakeholders.
My experience includes financial services, SaaS, public-sector organisations and B2B, B2C and D2C customer journeys.
A practical approach
My approach is practical, direct and collaborative. I focus on creating structures that teams can realistically adopt rather than introducing processes that only work in theory.
The objective is not simply to run more tests. It is to help organisations make more reliable digital decisions and build a repeatable way of learning from customer behaviour.