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Edina Hurtic is a skilled professional in user experience (UX) insights and analytics, currently serving as Lead UX Insights & Analytics at Philip Morris International since July 2019. Edina specializes in transforming consumer-centric analysis into actionable insights, focusing on UX analysis to optimize websites. Previous roles at Philip Morris included UX Performance Analyst and CRO Junior Analyst, where responsibilities encompassed A/B testing, digital analytics tool deployment, and personalized program implementation. Edina's earlier experience includes a position as a Research and Teaching Assistant at the Université de Genève, managing a behavioral research lab, and working as a Sales Associate at C&A, where customer relationship and sales skills were developed. An educational background includes a Master's and Bachelor's degree from the University of Geneva in Management and Economics and Management, respectively, along with a Maturité gymnasiale from Collège de Candolle.