Caleb Berry · Chicago, IL
Caleb Berry · Chicago, IL
Senior Analyst at Ovative Group · Chicago, IL

Caleb Berry

Empowering experiences.

1M+
viewers reached
100+
designs created
3+
years experience
ABOUT ME

A little bit about who I am.

I’m a Chicago native and current resident who’s spent the better part of a decade getting curious about how people interact with digital experiences. I studied Information Systems at the University of Illinois Urbana-Champaign’s Gies College of Business, graduating in 2024 with a 3.86 GPA and coursework spanning systems analysis, UX, and business analytics. My capstone work included the UML infrastructure for a mobile prototype called Wist and a high-fidelity Figma prototype, DegreeZ, that reimagined academic course registration. Before that, I worked the counter at the Illini Rec Room serving 2,000+ students, ran marketing as VP for the Illinois Sports Consulting Agency, and interned at Arthur J. Gallagher & Co. analyzing healthcare claims data during the pandemic. Today I’m a Senior Analyst at Ovative Group in Chicago, where I lead site performance, CRO, and AI workflow work for retail and healthcare clients I genuinely care about. The thread connecting all of it: I love building systems that make complicated things feel simple.

SKILLS I LEAN ON DAILY

What I bring to the table

  • AI agents & prompt frameworks
  • A/B testing & CRO strategy
  • Site analytics & tag implementation
  • UX research & Figma prototyping
  • Stakeholder communication
  • Workflow automation (VBA, Python)
WHEN I’M NOT WORKING

Off the clock

  • Long-distance running
  • Cooking weeknight meals
  • Reading nonfiction
  • Pickup basketball
  • Live music in Chicago
  • National park trips
PROFESSIONAL EXPERIENCE

One thing is always constant: I engage in creative problem-solving.

Ovative Group

Chicago, IL

Senior Analyst

Now Mar 2026 — Present
  • Performs deep site performance analyses for user persona and customer insights.
  • Manages A/B testing execution and strategic CRO optimizations for healthcare and retail businesses.
  • Collaborates with developers to implement customized site tracking via Adobe Launch and Google Tag Manager.

Analyst

Jun 2024 — Feb 2026
  • Led UI/UX research and prototype design for an online scheduling experience launched to 1M+ users.
  • Leveraged AI to create an internal VBA script that streamlined team workflow for A/B test analyses.
  • Created multiple AI agents, workflow automations, and Excel templates to improve tactical and strategic website optimizations.

Digital Experience Optimization Intern

May 2023 — Aug 2023
  • Created training materials for AI-driven and no-code tools to drive team adoption.
  • Generated 100+ mid-fidelity mockups with Figma, competitor research, and GA4/Adobe Analytics to deliver designs that improve funnel efficiency.
  • Performed industry research on usability testing, digital experience offerings, and CRO solutions.

Arthur J. Gallagher & Co.

Rolling Meadows, IL

Financial Benefits Consultant Intern

Jun 2022 — Aug 2022
  • Analyzed COVID-19 data to identify healthcare trends and guide patients' financial forecasting.
  • Delivered a 20-minute mock pitch and presentation to close a warm lead.
  • Supported and QA'd monthly reports to inform financial projections.

Illinois Sports Consulting Agency

Champaign, IL

Vice President of Marketing

Jan 2022 — Jan 2023
  • Modified and improved the club's website through WordPress.
  • Scaled student organization to 70+ active members.
  • Used Adobe Photoshop and Illustrator to create social-media posts and brand collateral.

Illini Rec Room

Champaign, IL

Counter Attendant

Oct 2020 — May 2024
  • Reduced customer checkout time by enhancing the checkout processes for all employees.
  • Trained new employees on the IT and POS systems to improve transactional flow.
  • Served over 2,000 customers for bowling, billiards, and arcade games.

University of Illinois Urbana-Champaign

Champaign, IL

B.S. Information Systems — Gies Business

Aug 2020 — May 2024
  • Graduated with a 3.86 GPA in coursework involving systems analysis, data management, UX, and business analytics.
  • Led capstone project to create UML infrastructure for a mobile application prototype, Wist.
  • Created a high-fidelity Figma prototype of a centralized educational app, DegreeZ.
CONTACT

Contact Me

Drop me a note below. I read every message — usually back to you within a day.

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