Luke M-F

WORK

HOW I WORK

ABOUT

CONTACT

Luke M-F

hi, I'm Luke,


hi, I'm Luke,


Innovation, experimentation and venture building


Innovation, experimentation and venture building


Innovation, experimentation and venture building


I turn ambiguity into evidence, test what matters and help teams decide what to build, scale or stop.

(Scroll down & explore)

selected

work

(EVIDENCE BEFORE ASSUMPTIONS)

Santa’s Pick-Up

Doorstep collection made Christmas donations easier for families and opened a new fundraising proposition. Solving customer problems creates engaged supporters.

Doorstep collection made Christmas donations easier for families and opened a new fundraising proposition. Solving customer problems creates engaged supporters.

1,840 people clicked book a pick up. 213 people signed-up to the dry wallet test. 69% people left an email for a call back. The pilot test generated 17 unsolicited gifts. I signed up the Modern Milkman as a pilot partner. Bonus signal - Santa's Pick Up advert and landing page encouraged a strong level of engagement above what we are seeing in our bigger campaigns.

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Synthetic Users

Testing whether synthetic audiences could improve creative decisions before media spend. Using AI to improve digital ad performance.

Testing whether synthetic audiences could improve creative decisions before media spend. Using AI to improve digital ad performance.

10 ad concepts tested. Ads performed 32% better when tested with synthetic users before launch. Testing led to lower CPC and CPA. Playbook validated and integrated.

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Tommy Rental

Validating fashion rental through customer evidence and partner-led validation.

Validating fashion rental through customer evidence and partner-led validation.

1,310 people said yes to renting Tommy Hilfiger. 13% signed-up to our landing page test (2-3% is the benchmark). 5 rental-platform pilot partners shortlisted. We launched a €200k pilot with MWHQ.

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What I do.

See my portfolio→

Venture & Proposition Design — From audience insight and opportunity discovery to validated propositions and new business models.
Experimentation & Growth — Using behavioural evidence, rapid experiments and customer data to improve products and growth.
AI & Emerging Technology — Finding useful applications for emerging technology and turning experiments into practical capability.
Innovation Strategy & Capability — Managing portfolios, building experimentation capability and helping innovation survive inside organisations.

(HOW I WORK)

Start with the uncertainty.

I don’t begin with a framework or a favourite solution.

I work out what we need to learn, identify the biggest risk and find the quickest credible way to reduce it.
How I Work — mindset, process and the toolkit behind the projects →

How I Work — mindset, process and toolkit →

(ABOUT)

Luke Montgomery-Fudge

I’m a senior innovation, experimentation and venture-building leader.

I turn messy problems into things worth building, working across startups, global organisations and charities.


I’m a senior innovation, experimentation and venture-building leader.

I turn messy problems into things worth building, working across startups, global organisations and charities.