About Alexandra
French
Native or bilingual
English
Fluent
Experience
- GoogleIndustry manager BrandingE-COMMERCENovember 2022 - Today (3 years and 7 months)Paris, FranceYouTube Media ManagerSupport and development of a client portfolio in their Display and Video strategy on YouTube and Google
- Galeries LafayetteHead of Online and Offline Traffic AcquisitionE-COMMERCEJune 2017 - October 2022 (5 years and 4 months)Paris, FranceHead of Acquisition Department within the Digital Directorate---Scope---➔ Management of a team of 6 people➔ Management of an acquisition budget of +€30M➔ Responsible for all traffic levers (Display, Social Ads, SEA,SEO, Affiliation, Partnerships, Influence, CRM)➔ Guarantee of traffic and revenue for the e-commerce site andmobile application (>€100M)---Missions---➔ Definition and implementation of the digital acquisition strategy andproposal of innovative solutions for continuous performance improvement.➔ Management of the acquisition budget and ROI of the different levers activated➔ Implementation of performance measurement (Attribution/contribution,MMM model, Lift, Dashboard Automation)---Achievements---+100% revenue between 2017 and 2021 with controlled profitability.- SEO: Management of the SEO migration following the site's replatforming. Definition andimplementation of the SEO strategy (site structure redesign, content and backlink development, technical optimizations). Development oflocal SEO via Google My Business and Partoo.- SEA: Restructuring of all accounts and development ofGoogle Shopping (Bid Strategy, Product Scoring, margin-based management,development of omnichannel with LIA)- Influence: Implementation of performance-based influence- Display & Social Ads: Management based on customer targeting (from prospecting toreactivation), creative optimization (dynamic formats and A/B testing). Leversmanaged from 2 angles, on one hand, consideration and top-of-mind for the site andon the other hand, performance (traffic and incremental sales)- Development of video on Facebook and YouTube - Creation of videocontent.
- VivarteHead of Online and Offline Traffic AcquisitionRETAIL (SMALL BUSINESS)January 2016 - June 2017 (1 year and 5 months)Paris, France- Determine, based on the group's marketing strategy, the brand's image on the internet through acquisition levers to increase traffic and conversion on the various sites.- Definition and implementation of best practices on all digital traffic levers, with an omnichannel vision and in coordination with the commercial animation plans and media plans of the brands.- Challenge the main traffic partners such as Google, Affiliation, SEO agency, social networks...- Implementation of processes and dashboards for the brands. Analysis and monitoring of results.
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Education
- Master in Marketing and CommunicationESC Amiens2011Spécialité digitale