Cecile Muller

PERFORMANCE MARKETING LEAD

🎯Objectives

- Upgrade an acquisition strategy after 3 years of scattered management and several acquisition agencies

- Generate approximately 350-400 qualified MQLs (based on pre-defined criteria) per week

🔍Current Situation

- Unprofitable MQL cost

- Volume around 20% of current target → poorly qualified MQLs

- Unreliable tracking and data

👩‍💻Method

- Audit of Google and Facebook accounts

- Smoothing of tracking with GTM

- Update of settings

- Creation of landing pages on Instapage

- Creation of Facebook and Google ad copywriting and assets

- Keyword analysis

- Bi-weekly Facebook campaign optimization

- Bi-monthly Google campaign optimization

- Sales funnel optimization

- Daily campaign monitoring

- Weekly campaign analysis and reporting

✅Results after 6 months

Weekly objectives exceeded and qualified MQL cost divided by 10 on average

COACH AND TRAINER IN FULL FUNNEL GROWTH MARKETING

+170h of classes given to +350 students

+50 coachees individually supported in their projects

+3 companies supported in implementing new growth methods

+10 HEC entrepreneurship section projects coached for HEC Launchpad

Creation of a 100% online Growth Marketing course

🎯Objectives:

- Launch of a car insurance offer in a new geographic market

- Test product-market fit through Google ads

- Generate initial conversions with a monthly budget of $20k

👩‍💻Method

- Creation of a landing page on Unbounce

- Variation creation

- Keyword analysis

- Campaign copywriting

- Creation and setup of the Google Ads account

- Campaign management and optimization

- Liaison with the sales team

⏱️Mission Duration

1 month - 2 days per week

✅Results

First conversions (insurance subscription) after 5 days of Google campaign

Definition, implementation, management, and optimization of paid and organic multi-channel acquisition strategies for Plantes pour tous's three sales channels (e-commerce, retail, pop-up stores).

- Facebook Ads

- Google Ads

- Emailing

- Newsletter

- 360° Communication

- Instagram Management of ephemeral sales across France and Europe:

- Posting events (approx. 20 per month - Eventbrite, Facebook, Wordpress),

- Organic communication (Instagram, Facebook, Mailchimp, Eventbrite marketing)

- Paid acquisition (Business Manager, Google Ads)

- Analysis and optimization of the process at each stage of the conversion funnel Definition and management of the e-commerce site acquisition strategy.

- Facebook Ads

- Google Ads

- Management of a marketing agency Definition, implementation, and management of 360° and digital communication campaigns as a team:

- Creation of a backward planning schedule

- Awareness campaigns (wild posting, replay platform video advertising, Leboncoin...),

- Instagram (+120k followers, Hootsuite)

- Facebook (+145k followers)

- Newsletter (+100k contacts, Mailchimp)