Hi Optimizely! It was awesome meeting many of you over lunch recently, please check out my application to the Customer Education Manager role!

1. PICK ME, OPTIMIZELY!

2. Dear Eddie,
Hi! I’m Elicia, and I’d
love to be Optimizely’s
new Customer
Education Manager 

3. I think I’d be great for this
role, and I’ll show you why!
Go to the next page to see
the Table of Content.

4. Table of Content
1. Why I love Optimizely!
2. Why I’d rock at educating customers about Optimizely!
3. How I fit all your expectations (and exceed them!)
1. I have solid experience creating online learning resources
2. I have been a project owner, leading multiple team members to
successfully complete a multi-month project.
3. I have an insane desire and capacity to quickly absorb new
concepts & technologies.
4. I have experience working as part of a cross functional team (incl.
customer success, marketing, and product).
5. I am proficient in establishing training metrics & measurements
(ROI & benchmarking)
6. I am proficient with screen capture tools and image editing
techniques

5. CHAPTER 1
WHY I LOVE OPTIMIZELY!

6. First and foremost…
I LOVE
A/B
TESTS

7. Case 1
I designed and ran my first A/B test while working at
HubSpot. While creating a landing page for my eBook, I
wanted to know whether the length of the text affects the
CTR. (Result: not significantly)
Version 1: Shorter Copy Version 2: Longer Copy

8. Case 2
Even though my first test didn’t tell me much, I loved the idea that
A/B tests can provide me with data on how to improve my marketing,
without running a separate campaign.
Thus, when I led SmartBear’s promoted Twitter campaigns, I went a
little crazy… I tested 6 different tweet types against each other. I ran
two campaigns promoting 2 different eBooks, and featured the 6
different tweet types in both campaigns:
1. eBook Title This was my Original/Control
2. eBook Title + [Free eBook]
3. eBook Title + image of the eBook cover
4. Tweet message with a simple statement
5. Tweet message ending in ALL CAPS and exclamation marks
6. Tweet message ending with a question

9. The data enabled me to create a Twitter strategy for future campaigns:
1. “eBook Title + image of the eBook cover” tweets have the highest
engagement rate, so use them for buzz-generating campaigns
1. “eBook Title + *Free eBook+” tweets have the highest click>lead
conversion rate, so use them for lead generation
I also found interesting result variations between a newly published
eBook vs. an older re-promoted eBook, which will allow us to create
better targeting strategies in the future.
I was so excited to learn all that from running just two campaigns!

10. So why do I want to work for you?
Optimizely, in my mind, is I’ve loved A/B testing my
the perfect company for campaigns and I want to
me. Coming from HubSpot help other marketers
and SmartBear, I know I become A/B test ninjas
thrive in high-growth, fast- through a great software!
paced startups and am
comfortable in the SaaS
space.

11. CHAPTER 2
WHY I’D ROCK AT EDUCATING
CUSTOMERS ABOUT OPTIMIZELY!

12. First and foremost…
I LOVE
TEACHING
(and I’m pretty good at it)

13. Case 1
In the summer of 2010, I founded and ran my own SAT test
prep franchise in Irvine, CA under Ivy Insiders.
Aside from running the business operations of the branch
(marketing, sales, finance), I designed the course syllabus
and taught the course.
I delivered an average SAT score improvement of 247 points
among my 16 students, and received a 4.7 out of 5 rating as
an instructor.
I was ranked within the top 10% nationally among all Ivy
Insiders instructors.

14. Case 2
In the summer of 2011, I became HeatSpring Learning Institute’s 1st
Online Community Manager (OCM). One of my tasks was to help the
instructors adapt their curriculum to the company’s newly launched
online platform.
I found one-on-one troubleshooting cumbersome and time-
consuming, so I created a 57-page internal manual to teach all the
instructors how to create effective online classes.
Since the OCM needs to learn many different software/services
quickly, I also created a 14-page internal manual for future OCMs to
help reduce the learning curve.
Since these manuals are for internal use they have not been published
online. I can attach them in an email, in case you’d like to take a look.

15. Case 3
During the school year, I am an information services consultant on
campus. As our college switched to new providers for email and
academic services, our role was to educate the students and faculty on
the new interfaces and functions. This included holding workshops and
providing over-the-phone/in-person troubleshooting.
Through the constant feedback process, I’ve become adept in
recognizing the type of instruction and support my audience needs to
learn a new platform quickly/effectively. (i.e. be result-centric in my
instructions, move from general to specific in my instructions, etc.)
In my pass time I also volunteer as a teacher in Boston’s Chinatown
afterschool program, where I lead educational projects and help
elementary school students with their homework .

16. Chapter 3
HOW I MEET YOUR EXPECTATIONS
(AND EXCEED THEM!)

17. First, you want someone who:
HAS SOLID EXPERIENCE CREATING
ONLINE LEARNING RESOURCES

18. Click on the
At HubSpot, I created and cover to
peek inside
published an eBook that
has been downloaded
over 15,000 times.

19. And people really liked it! Here are a few tweeps:

20. I also condensed the
content and turned it into
a blog post, for those who
don’t have the patience to
flip through all 113 pages
of the eBook.
Click on the
screenshot
to go see it

21. Second, you’re looking for someone who:
HAS BEEN A PROJECT OWNER, LEADING
MULTIPLE TEAM MEMBERS TO
SUCCESSFULLY COMPLETE A MULTI-
MONTH PROJECT.

22. For the past two months, I was the project owner of
SmartBear’s promoted Twitter campaigns.
While I didn’t exactly manage other team members, I
established my goals/metrics, gained my manager’s
approval, and was solely responsible for collaborating with
our account manager to optimize the campaigns.

23. Third, it’s important that the candidate:
HAS AN INSANE DESIRE AND CAPACITY
TO QUICKLY ABSORB NEW CONCEPTS &
TECHNOLOGIES.

24. Over the last 4 years, I’ve worked
with 6 different startups in various
industries and funding stages. They
each use a different set of software
and services so I’ve become very
quick in adapting to new
technology to satisfy the demand
of my work.

25. For instance, at HubSpot I
had an 1-hour crash course
on InDesign with our content
specialist, and with some
minimum support along the
way, I produced the first
complete draft of my 113-
page eBook within three
weeks.

26. During my first month at
SmartBear, I asked the graphic
designer on my team to teach me
some basic Photoshop for 10-15
minutes each week. Soon I was
producing simple memes like
these for my Twitter campaigns.
 When Forbes
named SmartBear as
“fun loving
marketers”, I wanted
to promote our
nomination and also
proved them right

27. Fourth, you’d like someone who
HAS EXPERIENCE WORKING AS PART OF
A CROSS FUNCTIONAL TEAM

28. During my time as an OCM at HeatSpring, I
worked closely with the UX team to improve
our online course interface.
I researched other online course providers for
ideas. For instance, I wanted to better integrate
our main course site with an external platform.
I worked with the UX team to embed a real-
time “New Announcement” feed on the main
course page, informing students of new
assignment announcements and directing them
to new discussion threads on the external site.

29. Fifth, a Customer Education Manager needs to be:
PROFICIENT IN ESTABLISHING TRAINING
METRICS & MEASUREMENTS (ROI &
BENCHMARKING)

30. Step 1: Horizontal Education
A) Determine “must know” functions
that apply to all users. This may be
The benchmark for success a “Getting Started” video every
depends on what I want my customer receives upon sign-up.
curriculum to accomplish. B) It is likely that many users won’t
need all the functions Optimizely
With my limited understanding of is capable of. It is still important
the software so far, I imagine my they at least know all the
mains goals to be: functions available, so they know
where to find resources on those
functions if they need them later
1. Increase adaption level to on. This may be a mind-map or a
various functions within the table of content.
software, horizontally and
vertically Step 2: Vertical Education
Once a user determine the functions
2. Increase adaption speed to that are relevant to his/her
various functions campaign, I want to make sure he/she
understands each function very well
and use it to its fullest potential. This
may be thru eBooks, videos, or slides.

31. In terms of benchmarking, this is one possibility:
• Since I can’t A/B test the customers by exposing only half of them
to education resources, I can use the current customers who don’t
yet have access to those resources as the Control/Baseline.
• With new customers who can immediately access education
resources, I could compare their adaption level and speed to the
Control/Baseline group to gauge the impact of the resources.
• To ensure one-to-one comparisons, variables such as number of
function used, pricing plan, etc. are controlled.
Source: lexfridman.com

32. Finally, it’s useful to be:
PROFICIENT WITH SCREEN CAPTURE
TOOLS & IMAGE EDITING TECHNIQUES.

33. I can perform basic screen
capture functions and have
done so in many of my
previously produced
content.
My Instructor’s Manual
actually explains how to
make an effective
educational video, and
compared the various
screen capture/recording
tools on the market.
Administrator’s ManualI (top right) and Instructor’s 
Manual (bottom right) I created for HeatSpring.

34. In terms of image editing, I
have been learning
Photoshop and can do basic
tasks such as creating memes,
3-D eBook covers, and call-to-
action buttons.

35. If you’ve made it to
this page… thank
you!!
I really appreciate
your time!

36. I hope this shows you how enthusiastic I am about
Optimizely and the role of the Customer Education
Manager, and would love a chance to discuss my
qualifications directly with you.
You can see all my recommendations and details
about my experiences on my LinkedIn.
Click me!

37. You can reach me at:
Email: elicia.y.chen@gmail.com
Phone: (949)910-7294
Twitter: @EliciaChen
Thank you and I hope to hear from you soon!