Freelancer profile translated to English.

Description

I support e-commerce, product, and data teams in measurably improving their digital performance: conversion, data quality, customer experience, and business steering.

My expertise combines Conversion Rate Optimization (CRO), Web Analytics, Google Analytics 4, Google Tag Manager, A/B Testing, and user journey analysis.

I intervene in particular on:

• audit and tracking reliability: GA4, GTM, tagging plan, dataLayer, consent, and collection quality;

• analysis of user journeys and UX friction points: Contentsquare, behavioral analysis, funnel analysis, and segmentation;

• construction and management of CRO programs: prioritization, experimentation roadmap, A/B tests, AB Tasty, and personalization;

• data exploitation for decision-making: BigQuery, Looker Studio, dashboards, and KPI frameworks;

• support for e-commerce, product, and data teams: scoping, governance, backlog, user stories, and change management.

I have supported complex e-commerce environments in retail, luxury, beauty, fashion, and hospitality, notably with BUT, LVMH Beauty Tech, Kering, Pierre Fabre, and Scalefast.

Objective: transform sometimes scattered data and journey irritants into actionable decisions, measurable experiments, and concrete business impact.

I provide services in auditing, operational support, CRO/Analytics roadmap structuring, or transformation program management.

AB Tasty

BigQuery

Looker Studio

Tracking

Tagging plan

DataLayer

UX Analytics

E-commerce

Data Analysis

Data visualization

Experimentation

Personalization

Product Analytics

Web performance

Consent Mode / CMP

Data privacy

Industry field of expertise

Languages

English
Native or bilingual
Spanish
Fluent

Workplace preferences

Remote only

Primarily works remotely

Laweba conseil
Founder & eCommerce Growth Consultant
March 2023 - Today (3 years and 5 months)
I support brands and e-commerce management in optimizing their digital performance through CRO, web analytics, UX analytics, and experimentation.

My interventions notably cover:
• GA4, Google Tag Manager, tracking, dataLayer, and data quality audits;
• analysis of e-commerce journeys, conversion, and UX friction points;
• deployment of CRO roadmaps: hypotheses, prioritization, A/B testing, AB Tasty, and personalization;
• behavioral analysis with Contentsquare and insight tools;
• creation of steering dashboards in BigQuery and Looker Studio;
• scoping of Analytics, CRO, and Data programs: KPI framework, governance, backlog, and stakeholder coordination.

Sectors: retail, luxury, beauty, fashion, e-commerce, and hospitality.
References: BUT, Conforama, LVMH Beauty Tech, Givenchy Beauty, Make Up For Ever, Loewe Perfumes, Fresh, Benefit Cosmetics, Buly, Maison Francis Kurkdjian, and Lido2Paris.
E-commerce Conversion Rate Optimization (CRO) Web analytics Google Tag Manager Digital Transformation
Scalefast
Head of Strategy & Insights
E-COMMERCE
January 2022 - February 2023 (1 year and 2 months)
Context:

As part of the development of the Client Success department, Scalefast's objective was to place data at the center of strategic and business considerations.

My role was to lead the company's consulting unit to produce recommendations aimed at improving the business performance of the company's clients. This involved evaluating adequate solutions for data collection, specifying and monitoring technical implementations, analyzing business and customer data, contributing to product roadmaps, automating analyzed data, and training internal teams in the use of this information.

Missions:

Management of the team of analysts and eCommerce managers (5 people)
Development and implementation of the global product strategy, in alignment with the company's objectives and values.
In-depth analysis of data and insights to identify growth opportunities, market trends, and customer needs.
Development of strategic action plans to improve the company's competitive position and increase profitability.
Close collaboration with product development, marketing, and sales teams to ensure a common vision and effective execution of strategic initiatives.
Monitoring and evaluation of key performance indicators (KPIs) to measure the effectiveness of implemented strategies.
E-commerce Performance Steering Team Management Conversion Rate Optimization (CRO) Growth Strategy
Kering
Data & Insights Manager - WW
LUXURY GOODS
January 2020 - January 2022 (2 years)
Paris, France
Context:

As part of the replatforming of the e-commerce sites for YSL, Alexander McQueen, Balenciaga, and Bottega Veneta on Salesforce Commerce Cloud, my role was to manage the migration of Analytics, SEO, and Web performance streams. I led the creation of specifications for each brand for analytics and CRO tools.

My role primarily focused on gathering requirements and co-creating use cases with multidisciplinary teams, defining and managing the Analytics, SEO, and Web Performance roadmap, supervising discovery phases on A/B Testing, Customer Data Platform, and SEO tools, building, prioritizing, and supervising the Analytics, SEO, and Web performance backlog, and overseeing the team responsible for collecting, processing, and managing product data, ensuring its quality and integrity.

Missions:

Responsible for managing Front product data, from collection to in-depth analysis.
Gathering requirements and co-creating use cases with multidisciplinary teams.
Defining and managing the Analytics, SEO, and Web Performance roadmap.
Supervising discovery phases on A/B Testing, Customer Data Platform, and SEO tools.
Building, prioritizing, and supervising the Analytics, SEO, and Web performance backlog.
Supervising the team responsible for collecting, processing, and managing product data, ensuring its quality and integrity.
Utilizing data analysis tools and techniques to extract actionable insights from collected data.
Ensuring compliance with regulations and data privacy standards in all product data management activities.
Training teams on web analytics issues and methods, and UX best practices.
Product management Data Analysis Data privacy Digital Transformation Stakeholder Management