About
Dayo Samuel
Product & Growth Experimentation Partner
I help product-led and direct-to-consumer businesses build experimentation programs that actually scale—not just run more tests, but create the systems, skills, and culture that make evidence-based growth sustainable.
Based in the UK, I work with organisations globally, partnering with leadership teams who understand that lasting competitive advantage comes from learning faster than the competition.
Why experimentation?
I came to experimentation through product management. After years of building features based on intuition and stakeholder opinions, I became frustrated with how much effort went into changes that didn't move the needle—or worse, that nobody could definitively say worked or didn't.
What drew me to experimentation wasn't just the rigour—it was the humility it demands. The best teams I've worked with share a common trait: they're genuinely curious about being wrong. They treat every assumption as a hypothesis to be tested, not a truth to be defended.
Over time, I've come to see experimentation not as a tactic but as an operating system for decision-making. When done well, it compounds: every test builds institutional knowledge, every insight informs the next hypothesis, every failure is a lesson that prevents a bigger one.
How I work
Partnership, not prescription
I don't arrive with a pre-packaged methodology and force-fit it to your context. Every organisation has different constraints, capabilities, and cultures. My job is to understand yours deeply, then design an approach that works with what you have while building toward what you need.
Hands-on when needed
I'm not the kind of consultant who writes a strategy deck and disappears. When teams need support running experiments, analysing results, or synthesising research, I roll up my sleeves. Strategy without execution is just slideware.
Building capability, not dependency
The ultimate measure of a successful engagement isn't how many experiments we run together—it's whether your team can run excellent experimentation after I leave. Training, mentorship, and knowledge transfer are built into everything I do.
Clarity over complexity
Good experimentation requires clear thinking—about what you're testing, why it matters, and how you'll know if it worked. I help teams cut through ambiguity and focus on what will actually move the business forward.
Beyond work
When I'm not helping teams build experimentation programs, I'm often mentoring aspiring product managers through Utiva and Experiment Nation—giving back to communities that supported my own growth. I believe the best way to learn is to teach, and mentorship keeps me connected to fresh perspectives and emerging challenges.
I hold a Master's in Data Science from the University of Salford and continue to invest in continuous learning—from CXL certifications in experimentation to Duke's AI Product Management program. The field evolves quickly, and staying current is part of the job.
Let's connect
Whether you're exploring how experimentation could help your organisation, or you just want to talk shop about CRO and growth—I'm always happy to connect.
Or reach me directly at thedayosamuel@gmail.com