The goal of this interview series is to inspire and help people to transition their career into a new or next experimentation related role. In this edition Melle Moorman shares his journey. He is Head of Product Growth @ Sunweb Group.
For me, it was realizing that experiments aren’t about being right, they’re about learning fast. Once you remove ego from the process, you create space for growth, creativity and better decisions.
Melle Moorman
Please introduce yourself to the readers
Hi, I’m Melle Moorman and I am a product growth leader with 10+ years of experience scaling and optimizing digital platforms and e-commerce journeys. I get energy from building high-performing, experimentation-driven teams, kickstarting and maturing continuous product discovery and embedding product strategies that are both effective and easy to grasp.
I love solving hard problems, coaching product teams toward clarity and confidence and designing scalable systems that accelerate learning. Outside of work, you’ll find me in the kitchen (self-proclaimed home chef) or chasing after my two little sweethearts, a 2.5-year-old daughter and 1-year-old son, who teach me more about curiosity and iteration than any book ever could.
What is your current experimentation role and what do you do?
At Sunweb Group, I lead the customer-facing product team of 11, including Product Managers, UX designers, a CRO specialist and a Product Ops lead. Together, we work together with our tech colleagues across web and app platforms to improve conversion and drive growth throughout the funnel.
I’m responsible for setting the product vision and customer experience strategy while growing our experimentation maturity across the organization. I also lead Sunweb’s overall conversion strategy, ensuring that our efforts translate into real business impact.
How did you enter the experimentation space? What was your first experimentation related role?
It started at bol.com, the leading e-commerce platform in the Netherlands and Belgium when I joined the checkout team and began working with Denise Visser, who soon became a mentor and catalyst for my growth in experimentation. When I joined the team, I asked, “How many experiments do we have live right now?” To my surprise, there wasn’t a testing culture in place, even in high-impact areas of the funnel.
I took it as a personal challenge and saw both the opportunity and the urgency to form an internal task force of like-minded colleagues to turn experimentation into a strategic lever. We soon built out a high-velocity experimentation engine, generating over €100M in incremental revenue annually over the course of two years. More importantly, we aimed to help product teams develop the mindset and skills to experiment themselves with the goal of eventually making ourselves obsolete.
That experience taught me that experimentation isn’t just a tactic, it’s a strategic capability that can transform how teams learn, prioritize and grow.
How did you start to learn experimentation?
By doing and not waiting for permission. One of my first experiments was as simple as changing the label on a price filter from “Price” to “What may it cost?” to test the power of human language and framing. It resulted in a 2% uplift in conversion after filter usage, which fueled the fire inside of me.
From there, together with my team I focused on shaping better hypotheses, running debriefs, advocating experimentation both internally and on external events, understanding why failed tests are as valuable as winning tests and connecting customer insights with business outcomes. That reflective, hands-on learning loop is something I’ve continued to bring into every team I lead.
What are you currently doing to keep up with the ever-changing industry?
I try to stay sharp by balancing practice with perspective. On one side, I stay hands-on: coaching product teams, working with data and staying close to customer signals. On the other, I read and reflect deeply from product thought leaders to behavioral psychology, from Teresa Torres’ discovery frameworks to long-form industry case studies.
What recommendations would you give to someone who is looking to join the experimentation industry and get their first full-time position?
Here’s what I’d recommend:
- Build your own playground. Start a side project or experiment on a low-traffic page. Nothing beats real experience
- Learn the basics of analytics and behavioral psychology. They’re the foundation of any good experiment
- Be curious, not just clever. The best experimenters want to learn, not just win
- Tell the story of your learnings. Whether in a blog, case study, portfolio or on stage; show how you think and what you discovered
- Connect with others in the field. There’s a lot of generous knowledge-sharing going on, join those conversations
What mindset shift helped you become more impactful in your experimentation work?
For me, it was realizing that experiments aren’t about being right, they’re about learning fast. Once you remove ego from the process, you create space for growth, creativity and better decisions.
Which developments in experimentation excite you? How do you see the field changing in the next 5 to 10 years?
What excites me most is the intersection of AI and product discovery. We’re moving from manually-crafted A/B tests to AI-augmented exploration, where tools help identify opportunities, generate hypotheses and automate variations at scale while humans focus on the problems that truly matter.
At the same time, experimentation will move closer to the core of product strategy by not just validating ideas, but shaping roadmaps through continuous learning. What won’t change is the need for human judgment: framing good problems, understanding customer context and aligning tests to meaningful outcomes.
Is there anything people reading this can help you with? Or any parting words?
I’d love to connect with anyone working at the intersection of product, experimentation and strategy especially if you’re building a culture of continuous discovery and growth. If you’ve found impactful ways to scale testing or bridge the gap between strategy and execution, let’s exchange ideas!
Which other experimenters would you love to read an interview by?
I’d love to hear from thought leaders like John Cutler, Aakash Gupta, Pawel Huryn and Ed Biden, all of whom consistently share sharp, practical insights on product strategy and growth and I’d be especially interested in their take on how experimentation fits into their approach.
Closer to home, I’d be very curious to read interviews with Jorden Lentze and of course Denise Visser, two inspiring voices with deep, hands-on experience in building experimentation cultures from the ground up.
Thank you Melle for sharing your journey and insights.
