Lauriane G.

Supporting You&Milk on various topics related to Growth Marketing and e-commerce performance, such as:

- Tracking & trafficking: auditing and improving tracking across various media partners (GTM, GMC, Google, Meta, Google Analytics, etc.), monitoring performance across different online channels, and managing product flow.

- Paid Acquisition: auditing and restructuring SEA and paid social campaigns, implementing AB tests, and optimizing performance.

- Organic Acquisition: SEO audit, launching marketing automation flows (via Klaviyo).

- E-shop Management: product uploading, improving product pages via Shopify, integration of a product review tool (Judge.me)

- Reporting: implementing weekly and monthly reporting, monitoring overall ROI, and budget management.

Recruited and managed marketing team (5 people).

Oversaw local marketing department with a full marketing budget ownership (several millions). Established and developed marketing and communication strategies for year 1 and 2, on top of marketing mix.

Communication and coordination with internal teams (local and group) and external stakeholders (shareholders, OEMs, marketing partners).

Direct report to France CEO.

More specifically, my main missions were to be in charge of marketing and communication activities since launch in France :

- Build brand awareness and positioning : hiring and managing marketing agencies (PR, creative, media), 360 branding activations definition and implementation (TV, OOH, audio, digital, PR, SoMe) - B2B and B2C

- Build digital performance stack : paid performance channels definition and development

- Development of organic strategy : tech SEO, content, CRM

- Involved in product roadmap definition : new features and CRO

- Partnerships management

- Monthly and quaterly relationships to shareholders (involved in Advisory Council)

- Channels : Affiliation, Display, Social ads, external Emailing, Partnerships, for Sephora France.

- Devices : desktop, webmobile & application

- Objectives : performance (ROI, donwloads, ARPU, contribution) and branding during highlights periods. CRM Display through our DMP. App users acquisition (CPD, ARPU)

- Strategy : definition of annual strategies, annual budget allocation, elaboration of Media Plans for annual highlights.

- Transversal : integration of contribution (Mazeberry deploiement and integration), development of revenue through Trademarketing campaigns, development of cross-channel reporting