Experimentation Craft Lead, KLM

Glenda Balekjian is an Experimentation Craft Lead at KLM, where she helps scale experimentation practices across teams to drive customer and business impact. With a background spanning product leadership, digital innovation, and experimentation, she has led transformation initiatives across global organizations including Booking.com, IKEA, and KLM. Glenda specializes in building experimentation cultures, enabling data-informed decision-making, and connecting customer insights with measurable outcomes. She is passionate about combining human-centered thinking, product strategy, and experimentation to create better experiences at scale.