Jon Parsons

CV

A detailed view of my professional background in product leadership, experimentation, growth, AI-enabled insight and commercial optimisation.

Summary

Senior product and growth leader with deep experience in experimentation, AI-enabled insight, commercial optimisation and high-scale digital platforms.

I combine commercial ownership with hands-on capability across data, experimentation systems and customer journey performance. My background spans product leadership, conversion optimisation, analytics, AI/ML productisation and team building—primarily within the travel and marketplace sector, serving around 4 million monthly users.

Core impact

  • Built and led experimentation and product insight capability across high-volume digital journeys.
  • Scaled experimentation to around 200 tests per month while improving success rate through insight-led iteration.
  • Delivered multi-year conversion growth and measurable commercial impact across customer-facing digital products.
  • Led AI-powered insight initiatives that reduced time-to-insight from days to minutes.
  • Owned and influenced product decisions across search, sort, app, web, conversion, retention and ancillary revenue journeys.
  • Translated complex data science and ML capabilities into commercially valuable customer-facing product improvements.

Capability areas

Product and Strategy

  • Product vision, roadmap and prioritisation
  • Customer journey design and optimisation
  • Discovery, outcome mapping and metric definition
  • Search, sort and marketplace product surfaces
  • Commercial ownership across conversion and retention
  • Stakeholder alignment and executive communication

Growth and Experimentation

  • Experimentation strategy, governance and operating models
  • CRO across web, app and customer-facing journeys
  • Test design, measurement and insight-led iteration
  • Scaling experimentation volume and success rates
  • Opportunity sizing and prioritisation backlogs
  • Learning culture and cross-team experimentation enablement

Data, Analytics and AI

  • AI-powered insight systems and workflows
  • Analytics infrastructure and reporting
  • Translating ML capabilities into product improvements
  • SQL, data exploration and insight synthesis
  • Snowflake, Tableau, Power BI and GA4
  • LLM-enabled insight access and searchability

Leadership and Delivery

  • Building and leading product and insight teams
  • Cross-functional tribe and squad leadership
  • Operating rhythm, governance and delivery cadence
  • Coaching product managers and analysts
  • Executive-level recommendations and reporting
  • Hands-on leadership with commercial accountability

Career history

Head of Experimentation and Product Insight

Sykes Holiday Cottages / Forge Holiday Group · Recent

Built and led experimentation and product insight capability. Scaled testing to around 200 tests per month, improved success rates through insight-led iteration, and led AI-powered insight initiatives reducing time-to-insight from days to minutes.

Head of Product / Customer and CRO

Sykes Holiday Cottages · Previous

Owned customer journey performance, conversion optimisation and product decisions across web, app and retention journeys. Delivered multi-year conversion growth and measurable commercial impact.

Tribe Lead / Product Leadership

Sykes Holiday Cottages · Previous

Led cross-functional product teams across search, sort, app and web. Influenced product direction for high-volume digital journeys serving millions of monthly users.

Web Development & Digital Delivery

Earlier career · Foundation

Hands-on web development background in JavaScript, PHP and digital delivery—providing a strong technical foundation for product leadership.

Tools and platforms

Experimentation platformsAnalytics & insight toolsSnowflakeTableauPower BIGA4SQLJavaScriptPHPAI / LLM toolingProduct discovery frameworksSearch, sort & ranking systems

Interested in working together?

Whether you're hiring for a senior product role or exploring consultancy support, I'd welcome a conversation.

Get in touch Consultancy services