Jill Brown Thomas is the Director of Digital Experience Optimization at Wolverine Worldwide, a 130-year-old footwear manufacturer and retailer. She outlined her experience building an optimization center of excellence across Wolverine's 12 owned and licensed footwear brands. Over the past year, Wolverine has onboarded an agency and testing tool, run about 40 tests across 6 sites, and created a new business function and team to institutionalize experimentation. The presentation covered Wolverine's test prioritization process, key learnings from case studies on the mobile homepage, promotions, and cart experiences, and next steps to further shift Wolverine's culture towards continuous experimentation and data-driven decision making.