Freelancer profile translated to English.

Description

Hello 👋

Specializing in the entire Web Analytics and CRO value chain for over 10 years:

↳ I provide you with a clear view of your visitors' journey (tracking, KPI-oriented dashboards)

↳ I optimize their journey to boost your conversion rate (Sales, leads, appointments, ... ) 🚀

From implementation to analysis, I manage your entire stack:

⚙️ Tracking & GTM: Data collection, datalayer, container SEO optimization and Server-Side to improve data collection to GA4 and your Ads (Meta, Google Ads,...).

🎯 Analytics: Google Analytics configuration - also specialized in Adobe Analytics and Piano Analytics.

📈 Dashboards: Customized, KPI-oriented real-time reports on Google Looker Studio. You will continuously monitor your site's performance, user journeys, and conversion rates.

🔍 CRO Analysis: Journey audits, segmentation, and A/B testing to validate growth hypotheses (and fix friction points).

✨ Goal: Improve your conversion rate!

My complementary tools include: Contentsquare & Hotjar (heatmap), Supermetrics (aggregator), Kameleoon (A/B testing), SE Ranking & Ahrefs (SEO), Google Ads - Meta Ads - Linkedin Ads (SEA).

My profile? An analytical and critical mind with a cross-functional view of SEO/SEA levers, but also a strong dose of energy (sports, hiking, electronic music) that I put to good use in our interactions! ⚡

They trusted me: Vanden Borre, BNP, Proximus, AXA... 🤝

📍 Available remotely (France, Belgium & elsewhere) or in person (Brussels, Lille, Luxembourg).

💬 Shall we discuss your project? Expect a reply within the day!

Industry field of expertise

Languages

French
Native or bilingual
English
Fluent
Dutch
Conversational

Workplace preferences

Remote only

Primarily works remotely

AXA
Digital Analyst: CRO (& SEO)
BANKING AND INSURANCE
September 2022 - December 2025 (3 years and 3 months)
Brussels, Belgium
As a Digital Analyst, I managed the entire data cycle: from setting up tracking tools and SEO audits, to optimizing sales and conversions (CRO) through the development of KPI-oriented reports & custom analyses.

In detail:

🔍 Data Monitoring (Tracking) & Governance

Google Tag Manager: Management of tracking, server-side, and audit of several accounts. Technical optimization to speed up page load times and improve SEO.

Data Reliability: Data structuring, increased autonomy on GTM to reduce reliance on developers, and GDPR compliance (Consent Mode, PII data deletion).

GA4 and Piano Analytics configuration (as backup).

📈 Web Analysis

Complete analysis of the user journey, from landing page to conversion:
-> Product pages - CTR, Heatmap, Conversion Rate, Cross-selling
-> Blog articles - views benchmark, total reader rate, destination CTR
-> Internal search engine - Keywords and CTR, filter and content A/B testing
-> Decision tree, shopping cart, customer account: analysis of steps & drop-offs

🚀 A/B Testing & Experimentation

Design and deployment of A/B tests with Kameleoon to optimize specific elements or complete journeys.

🌐 SEO (Natural Referencing)

Growth: Identification of quick wins to improve Google rankings: HTML structure, Schema.org, Image resizing, ...

📊 Dashboards & Key Performance Indicators (KPIs)

Reporting on traffic trends, goal achievement, and specific needs of each entity. Monitoring of sub-domains, product pages, landing pages, blog, subscription funnels, decision trees, and partner traffic exchanges.

🛠 Stack: Google Analytics 4 (GA4), Piano Analytics, Google Data Studio, Contentsquare, Google Tag Manager, Kameleoon, Ahrefs, SE Ranking.
Google Analytics 4 Google Tag Manager Google Data Studio CRO Piano Analytics
Proximus
Corporate Reputation & Web Analyst
TELECOMMUNICATIONS
August 2020 - September 2022 (2 years and 1 month)
Brussels, Belgium
Bridging the gap between technical data collection and corporate communication strategy to strengthen Proximus' digital presence and brand engagement.

🔹 Tracking & Multi-channel Data Aggregation

Unified Ecosystem: Deployment of Google Tag Manager (GTM) on websites and Single Page Applications (for recruitment) to ensure robust tracking. Management of the transition from Google Analytics 3 to GA4, with definition of key KPIs.

Cross-Channel Analytics: Centralization and aggregation of campaign data (Instagram, Meta, LinkedIn, Twitter) via Supermetrics and Google Sheets. Development of an aggregated view to compare engagement across platforms and extract actionable insights for the Marketing communication strategy.

🔹 CRO (Conversion Rate Optimization)

A/B Testing: Use of Google Optimize to design tests aimed at streamlining user journeys towards strategic objectives.

Data Visualization: Creation of comprehensive dashboards on Google Data Studio to analyze the performance of acquisition channels, landing pages, blog articles, and downloads of various corporate documents.

🔹 Social Media Analyst & Manager Empowerment

Individual Manager Performance Tracking: Monitoring of individual manager performance with LinkedIn & Google Data Studio: Alignment and creation of personalized visibility reports for internal managers to track the engagement of their organic posts.

Campaign Synergy: Comprehensive analysis with GA4 of social media campaigns (organic and paid) from landing pages to conversions, to ensure campaign ROI.

🔹 SEO & Technical Optimization

Structure & Semantics: Optimization of organic visibility through the integration of Schema.org structured data, HTML website review, and targeting of high-performing keywords.
Google Analytics Google Tag Manager A/B Testing Google Data Studio SEA
Hello bank!
Digital Analytics Specialist
BANKING AND INSURANCE
January 2019 - August 2020 (1 year and 7 months)
Brussels, Belgium
Business Needs Definition
Definition of main KPIs with stakeholders (campaign managers, product owners, etc.).
Writing of tracking specifications (e.g., datalayer) to meet identified needs (pre & post launch).
Quality control of data in QA and Production environments to validate correct tracking implementation.
Creation of dashboards on Adobe Analytics and error alerts to ensure continuous data reliability.
Reporting

Creation of dashboards on Adobe Analytics, based on defined KPIs:

Analysis of traffic or behavior anomalies
Pre-launch report to gather initial insights during site launches
Multi-directional step analysis

Multi-conversion reports: # Sessions, CTR, Soft Conversions, Hard Conversions, Cross-selling
Retention Cohort
Development of a Landing Page template for marketing campaigns, adapted according to objectives (awareness, consideration, conversion)
Report on multi-step conversion funnel
Optimization (CRO)
A/B Testing
Hypothesis formulation: based on business use cases or in-depth analyses (segmentation, user journeys, conversion rates, heatmaps, etc.)
A/B test proposals and analysis of results to determine the most effective version (Optimizely)
UI-UX
Identification of improvement areas (friction point removal and journey optimization) to enhance site and app objectives

**Mastered Tools**: Adobe Analytics, Adobe Launch (notions), Excel, Clicktale.

Scopes: investment, crowdfunding, mortgage loans
Adobe Analytics Dashboarding Contentsquare CRO datalayer