Welcome Myles Humphrey, our fab new Head of CRO

We caught up with Myles, who joins us in the new role of Head of CRO. We asked Myles about his career, vision for the role, and what colleagues and clients can expect...

I started in SEO servicing clients in several agencies in London before taking a leap of faith and moving to Australia in 2014. There, I started with Omnicom Media Group. I’ve spent the past decade growing teams, delivering exciting work to clients, and bestowing the virtues of owned digital journeys to sister media agencies. Seeing the need, and evolving from what I was preaching in SEO eight years ago, I picked up and built the Conversion Rate Optimisation offering for OMG in Australia and built a cracking team of legends! I’m now back in the UK and looking forward to the next challenge.

Experience of not only building a best-in-class product, but also knowledge on how to get buy-in from clients and teams.

First and foremost, however, I know the value of a cracking team and product which is clearly already in place with the Fresh Egg CRO offering - I see myself as the next custodian with big shoes to fill!

Success in experimentation isn’t just about uplifts. It’s about learning. A successful test either validates a hypothesis or gives us clear insight into what doesn’t work—both move us forward. But for me, true experimentation success is achieving a culture that supports testing and iterating, that drives real growth…, and persuading folk to put testing across all their business decisions!

The growing role of AI and personalisation particularly understanding how the two align to generate automated optimisations is hugely exciting — it is already pushing CRO from simple A/B testing towards more adaptive, user-centric experiences. As tech evolves, so does our ability to test faster, learn deeper, and tailor journeys in ways that were impossible a few years ago. As Google pushes to PMax, the rest of the world will need to follow with intuitive optimisations.

I’ve worked across SEO, CX, paid media, and digital strategy, so I don’t just look at experiments in isolation. I connect them to the wider digital ecosystem, making sure tests reach broader goals like acquisition, engagement, and brand trust, not just clickthroughs and conversions.

Good CRO is not just button colours and headline tweaks. It's strategic—it's about answering business questions, shaping brand perception, and improving customer experience. It's not just about wins; it's about reducing uncertainty and making better decisions based on real user behaviour. Your website is no different from a physical shop, and CRO is a great tool to keep it changing, evolving, and interesting!

I’ve just moved back from Australia, so my exposure to British brands as of about a month ago is limited, but Octopus Energy really stands out. They’ve taken something dull, made it feel personal and transparent, and even tried to make it fun. It’s smart CRO that tests removing friction, builds trust, and keeps users engaged in a space most people ignore.

1. Kevin Spacey once told me to ‘F*%^ Off’ in a Clapham nightclub.
2. My handsome hound, Monty, has gone from rescue dog to celebrity. He has been featured in two Aldi Catalogues (sports equipment and dog items) and in advertising for the dog food brand Open Paddock.

My headphones!

Song: It changes all the time, but at the moment, Paul Weller—You Do Something to Me—was my last gig at the Opera House in Sydney, so it sits front and centre.