If you have reached a state where the analytics business stakeholders have clearly defined KPIs, spend time discussing website optimization goals and the data collection setup is working consistently, then definitely A/B testing is the next step.
I've worked in tech for over 15 years, mostly on digital analytics and automation for large enterprises. My work usually lives at the intersection of business problems and technical implementation — cloud architecture, data engineering, analytics consulting, and the project management that holds it all together. Over the years I've shipped a fair number of complex projects, the kind that take a quarter of patient work before anyone sees the result.
I lead a team of analytics developers, and most of what I've learned about leadership is that it's mostly listening, removing obstacles, and being honest when something isn't working. I like mentoring, I like watching people grow into harder problems, and I'm usually the one trying to turn a tangle of technical detail into something a non-technical stakeholder can actually act on.
