Craig Kistler is a Senior Director of Personalization and Experimentation at Signet, where he leads experimentation and intent-driven optimization across multiple ecommerce brands. With 13+ years of experience, his work has driven over $45M in annual incremental revenue by helping teams stop chasing vanity metrics and focus on what actually moves the business.

Craig Kistler is a Senior Director of Personalization and Experimentation at Signet, where he leads experimentation and intent-driven optimization across multiple ecommerce brands. With 13+ years of experience, his work has driven over $45M in annual incremental revenue by helping teams stop chasing vanity metrics and focus on what actually moves the business. He also works with DTC brands to build durable experimentation and CRO programs.