Rania Farouk

Rania runs the testing program. Her first act on any new account is usually to stop whatever testing is already happening, because most of it is underpowered, stopped early, or testing things that could not have mattered.

She is the person who insists on calculating sample size before launch and committing to it. She will not let a test be called at day four because it looks positive, which has made her occasionally unpopular and consistently right.

She maintains the insight library — every test, hypothesis, result, and conclusion — which she considers the most undervalued asset an optimization program produces.