Informed by data.
Driven by results.

Brooks Bell is the premier experimentation consultancy trusted by world-class brands to accelerate their optimization programs.

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What We Do

  • Consulting
  • Full-Service Optimization
  • Staff Augmentation
  • Training
We pioneered our Digital Experimentation Performance Model after benchmarking hundreds of testing and optimization programs. Our consulting team can assess your program and help implement best practices to take your team to the next level.
Full-Service Optimization
Full-Service Optimization
For customers looking to turbocharge their results, we offer end-to-end services including strategy, creative, coding, and analysis. We combine our rock star team with the proprietary Brooks Bell methodology to generate immediate impact while also setting the foundation for your in-house program. 

Staff Augmentation
Staff Augmentation
Up and running but facing a resource crunch? We can lend you one or more full-time pros in design, development, and analytics. Our US-based team is certified on all major testing platforms and has years of industry experience.

Learn from the team that literally wrote the certification test for Adobe Target. From executive to practitioner, we offer training programs to develop your team’s skills across all areas including strategic planning, technical training, tool usage, and analytics.

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
  • Senior Director, Marketing

    Coming soon!
  • 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 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 the manager of the creative/UX team, Jonathan focuses on two things: directing the creative talents of his team and finding new ways to integrate qualitative data into our rigorous quantitative testing process. He boasts more than 12 years’ experience working across a broad range of sectors and has delivered world-class UX solutions to Capital One, Gap, Toys R Us, and other international brands. Jonathan holds a MA in Graphic Design from Savannah College of Art and Design and a BA in Linguistics and Communications from University of North Carolina at 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

    A Senior Director of Experimentation Strategy, Suzi sets the course of action for impact-driving programs while working to ensure the team is utilizing and advancing our test ideation methodology to incorporate quantitative data, qualitative data, and behavioral economics principles. She has over 14 years of experience in the industry and areas of expertise include strategy, digital, communications, and client service. Suzi has a BS in Business Management with a concentration in marketing from North Carolina State.
  • 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.
  • Reid Bryant

    In his role as VP of Analytics and Data Science, Reid leads an analytics team responsible for providing the data-driven strategies, insights, and recommendations that guide our optimization efforts. He has 12 years of experience working in analytics, with roles spanning the real estate, finance, and e-commerce sectors, and expertise in data science, data mining, and applied statistics. Reid holds a Master’s in Analytics from Institute of Advanced Analytics at NC State and a BSBA from Kenan-Flagler Business School at UNC-Chapel Hill.
  • Brian Shampnois

    Brian is the Director of Analytics as 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