Alexandre Pachet

Global management of kwerk's communication and marketing, with a cross-functional role in acquisition, customer experience, CRM, digital environment management, and branding.

Acquisition

- Design and deployment of digital campaigns (LinkedIn Ads, Google Ads, newsletters).

- Complete cycle management: creative strategy, media distribution, reporting, and optimization.

- Creation of shared tools (sales kits, guidelines, assets) to industrialize campaigns.

- Public relations management with SUTTON agency (press releases, kits, interviews, media training).

Customer Experience

- Creation and launch of a guest app integrating e-commerce, booking, and drive-to-center, adopted by all clients.

- Organization and communication of events (workshops, yoga, conferences) generating engagement and data.

- Ensuring consistency between digital experience and in-center experience.

CRM & Relations

- Structuring and management of CRM strategy via HubSpot (internal and external newsletters, broker campaigns).

- Implementation of relational logic by life cycle: lead → client → community.

- KPI monitoring and reporting to enhance efficiency and loyalty.

Digital Environment

- Supervision of all digital touchpoints: website, social media, broker platform, client application.

- Coordination with creative and technical agencies (GOONS, Blackmotion) to optimize UX/UI and business performance (traffic, engagement, conversion).

Branding

- Management of a complete brand change: new name, new visual identity, new concept.

- Supervision of the graphic charter and brand image consistency across all media.

Global management of digital infrastructure and online operations, with a cross-functional role in PMS, distribution, web visibility, website, analytics, and customer journey optimization.

Infrastructure & Systems

Complete supervision of the technological ecosystem: PMS, Channel Manager, Booking Engine, and OTA connections.

Structuring, reliability, and optimization of flows (bookings, payments, calendar synchronizations).

Coordination with technical providers to ensure tool availability, stability, and scalability.

Distribution & Performance

Optimization of presence and performance across all channels: direct, OTA, partners.

Implementation of a distribution strategy to maximize occupancy rate and revenue.

Monitoring and reporting of key KPIs: traffic, conversion, channel mix, offer performance.

Website & Analytics

Management of the showcase website: UX/UI optimization, content production and publication, improvement of booking journeys.

Implementation of measurement and analysis tools (web analytics, heatmaps, dashboards) to manage digital performance.

Testing, continuous optimization, and data-based recommendations.

Offers & Online Experience

Creation, management, and promotion of commercial offers on the website and digital ecosystem.

Ensuring consistency of customer experience between digital platforms and on-site operations.

Implementation and optimization of key automations (transactional emails, pre-stay, post-stay).

Communication strategy: Positioning, KPI definition, branding and performance lever definition (Digital, Print, OOH), performance monitoring and reporting, acquisition team management, provider management (Design agency, experts, printer..), budget management.

Digital strategy: SEO, SEA, SMO, digital ecosystem redesign (UX design, Website connected to business tools, Guest App, PMS, PSP, Cardex).

CRM strategy: Acquisition, pre-arrival, in-house, and customer loyalty.

Tools: Google Analytics, Business Manager, PMS (Mews), Channel Manager (Synxis).