About Rommil Santiago

My day job

My name is Rommil (pronounced ROW-mill). I’m based in Toronto and am the Director of Growth Product at Loblaw Digital where I oversee Product-Led Growth, Experimentation, SEO and Analytics Enablement.

My motivation

I enjoy exploring new ideas and trying things out. I thrive in solving problems and attacking challenges. I love building up teams and developing talent. I am not afraid of taking risks – at least in a business context. In short, I just like to get things done – any way I can.

Some things I’m proud of

Launching and building up practices like Experimentation, Personalization, SEO and Analytics Process Improvement at a 100-year old company like Loblaw isn’t straightforward. Starting from the ground-up, these programs are now becoming core to how we build products.

I’ve also aligned teams across functions, countries, cultures, and timezones towards growth. It was a grind – but in the end, we worked through countless differences and started pulling in the same direction.

There are other things, but this is getting quite long. 😉

Past jobs

Before my time at Loblaw Digital, I had a few tours of duty that include stints at startups like: Ritual, 500px, theScore, and Flipp; established enterprises like Autodesk, CAE, and Bell; as well as at McGill and Concordia Universities. I’ve worked and/or led functions that include Marketing, Growth, Product, Engineering, Analytics, and Customer Excellence. I’ve even had my own modest startup. Simply put, I’ve been around over the last 20 years.

My academic background

I got my undergraduate degree in Mechanical Engineering from McGill and my MBA from Concordia. However, I’ve taken many courses in design, analytics, and photography.

My spare time

In my spare time, I run Experiment Nation – an online community of Conversion Rate Optimizers with over 2K LinkedIn followers. I also mentor CROs, product managers, and marketers. I love to share what I know, and help others succeed. Outside of this, I enjoy photography and a good ol’ game of volleyball – though my knees tend to disagree.

If you’d like to contact me, just send me a message.