Informed by data.
Driven by results.

Brooks Bell is the premier consultancy trusted by world-class brands to accelerate their testing and personalization programs.

Introducing Illuminate
Our New Customer Insights Software for Optimization Teams

See it in action

What We Do

  • Program Building & Training
  • Technical Diagnostics & Advanced Analytics
  • Staff Augmentation
  • Research & Strategy
  • End-to-End Managed Services
Program Building & Training
Program Building & Training
Take your optimization program to the next level. From launching your first test to growing your team’s expertise, our program building and training services enable you to capitalize on Brooks Bell’s 15 years of experience building experimentation programs for top brands around the world. Learn our proprietary methods, strategies and techniques, and apply them directly into your organization.
Technical Diagnostics & Advanced Analytics
Technical Diagnostics & Advanced Analytics
Turns out “just run an A/B test,” is a lot easier said than done. Our team can help you establish the right data collection infrastructure and processes to run experiments, and be more strategic with your customer data through advanced segmentation and personalization. Our data scientists, analysts and developers’ skills run the gamut and are easily customized and deployed for you.
Staff Augmentation
Staff Augmentation
Brooks Bell’s team of analysts, developers, project managers, strategists and more are readily available to bolster your experimentation team. We’ve got experts on standby to uncover and meet your unique needs--we’ll even come onsite to sit alongside your team and help instill a culture of experimentation company-wide.
Research & Strategy
Research & Strategy
If you don’t understand your audience, how can you improve their experience? Brooks Bell’s team can help you uncover actionable insights about your target market and what drives their behavior. Insights you can use to improve your sites’ experience and reach your business goals.
End-to-End Managed Services
End-to-End Managed Services
Need results in a hurry? Let Brooks Bell run your experimentation program from soup to nuts. Think of it like the A-Team for your experimentation program. We’ll make sure your program is prioritized, successful, and most important, driving meaningful impact for your company.

Who we are

  • Brooks Bell

    Founder and CEO, Brooks Bell, is a leader in the conversion optimization industry. She founded Brooks Bell with the goal of bringing a data-driven mind-set to digital marketing departments. Under her guidance, the company has generated more than $500 million in value for leading eCommerce, financial services, and media companies. Outside of the company, Brooks has been featured in world renowned publications including Inc. Magazine, Forbes, Washington Post, and Techonomy. She is a graduate of Duke University. Learn More
  • Naoshi Yamauchi

    As President of Brooks Bell, Naoshi Yamauchi is responsible for the growth, standards, and success of the company's services and solutions. His passion lies in continuing to help build optimization solutions for complex challenges for enterprise level companies and building a successful company that people feel proud to work for. Naoshi has 10 years of experience working in the industry, including leading Business Intelligence at He also holds a MBA in Marketing and Innovation Management from North Carolina State. Learn More
  • Martin Kelleher

    As Brooks Bell’s CFO/COO, Martin leads the sales and marketing team and oversees finance, legal, IT, and human resources. He is responsible for the company’s growth strategy, financing, and operations. Martin has spent a significant part of his career abroad and has helped grow both large companies and industry-disrupting startups. Martin has a MBA from Duke University, a BComm from University College Cork in Ireland, and is a chartered management accountant (FCMA, UK). Learn More
  • Delisa Reavis

    Delisa Reavis leads the Brooks Bell marketing team, which is tasked with defining and evangelizing the Brooks Bell brand, as well as helping internal teams execute the company’s mission to build world-class experimentation programs. She has 15 years’ experience working both in-house and agency-side in various marketing and communications roles at ChannelAdvisor, RH Strategic and UNC. She holds a bachelor’s degree from the University of North Carolina at Chapel Hill. Learn More
  • Claire Schmitt

    In her role as VP, Strategic Consulting and Solutions, Claire heads up the advisement team who assist companies in building and scaling in-house testing programs and establishing testing fundamentals and capabilities. She is also responsible for Brooks Bell consulting products and services. Claire has over 15 years’ experience in the financial services, publishing, and digital marketing industries, working for companies including Condé Nast and Goldman Sachs before joining us at Brooks Bell. She has a BA in economics from Columbia University.
  • Scott Plumb

    As Director of Client Development, Scott serves as the consultative resource for prospective brands, retailers, and financial service companies that are looking to solve their testing, personalization, and analytics challenges. He has over 7 years experience building optimization programs for eCommerce brands, retailers and enterprise companies. These include SeaWorld, Hugo Boss, and L’Oreal. Scott holds an MS with a concentration in Communications & Media Studies and a Bachelor's in Marketing from Lynn University.
  • Emily Koehler

    Emily leads the Brooks Bell account team as our Sr. Director, Account Management. With a focus on growing and building strategic partnerships, she helps our clients to grow and reach their optimization and experimentation goals. Before helping clients like Barnes & Noble improve their testing strategy, Emily worked in the account management and digital marketing departments of brands such as Marriott International, ChannelAdvisor, and Republic Wireless for over 15 years. Emily has a Bachelor’s degree from the University of Massachusetts.
  • Jonathan Hildebrand

    As Sr. Director of UX, Jonathan Hildebrand works to bring the voice of the user to enterprise-level A/B testing, targeting, and optimization services. Previously, Jonathan spent six years as an art director and designer at Capital One, working on card acquisitions marketing, designing new pages, and helping launch the occasional celebrity spokesperson campaign. Jonathan holds and MA in graphic design from Savannah College of Art and Design (SCAD) and a bachelor’s in both linguistics and communications (rhetoric) from UNC-Chapel Hill
  • Josh St. John

    As VP of Partners & Channels, Josh connects Brooks Bell and our clients to enterprise technology partners and business channels to provide the solution sets needed to achieve the best-in-class experimentation programs. Josh has over 15 years’ experience working in a range of sectors for a number of America’s favorite brands, including Microsoft, Nickelodeon, and Toys ‘R’ Us. Josh has a MBA from NC State University, with concentrations in both marketing and product innovation, and a BS in Health Sciences and Business from Ohio University.
  • Manish Dayal

    As a Senior Director of Project Management, Manish is responsible for project delivery, operations, and product management for a number of clients including Toys R Us, Gap, and Nickelodeon. He has 11 years of experience in the industry and previously worked as a digital strategy consultant for well-known sports and entertainment brands including the NFL, WWE, and PGA Tour. Manish holds a Bachelor’s degree in Economics from UNC-Chapel Hill.
  • Suzi Tripp

    As Senior Director of Innovative Solutions, Suzi is responsible for Illuminate, Brooks Bell’s experimentation software. Having spent the past 14 years working on experimentation strategy, ideation methodology and behavioral economics practices, Suzi translates her wealth of testing knowledge to Illuminate’s feature set and product roadmap. Suzi is also instrumental to Brooks Bell’s strategy, setting the course of action for impact-driving programs that incorporate quantitative data, qualitative data and behavioral economics.
  • Mike Adams

    In his role as a VP of Optimization Engineering, Mike heads up our team of optimization engineers and oversees strategies as the team executes tests for clients including Barnes & Noble, Toys R Us, and Consumer Reports. He has over fifteen years of experience in web development, having previously worked for a digital agency in North Carolina. Mike is a graduate of ECPI College of Technology in Raleigh, NC with a focus in Web Development and IT.
  • Jon Welsh

    Jon Welsh leads the Brooks Bell people operations team, partnering with the business to attract, develop and retain the team members who make Brooks Bell one of the Best Places to Work in the triangle.  He has 15 years’ experience in a broad range of industries working with growing organizations to build and enhance great cultures. Jon holds a BA in Psychology from North Carolina State University and a MS in Human Resource Management from the University of Surrey in England. Learn More
  • Brian Shampnois

    Brian is the Director of Analytics at Brooks Bell. With expertise in data analysis, A/B testing, website optimization, and user psychology, Brian is responsible for managing the Analytics department and processes. He has 11 years of experience working in the industry—six at Brooks Bell and the previous five in publishing.
Meet Full Team

Who we've worked with