Emmanuelle Bourget

Support for advertisers and agencies in developing or optimizing their multi-channel strategy and their various levers (audits, action plan, operational support): Global strategy, SEO, SEA, SMA, Content marketing, Marketing Automation.

Strategy Definition of the multi-channel strategy: levers, objectives, KPIs; Budget construction and management: projections/actuals; Optimization of the customer journey and writing of the action plan with a Growth and ROI focus; Identification and testing of new acquisition channels; Traffic acquisition and qualified lead generation SEO: study and semantic clusters, editorial content, internal linking strategy, on-page and off-page optimizations, link building: +93% conversion rate; SEA: Google Ads, Microsoft Ads: +79% conversion rate;

SMA: Meta Ads, LinkedIn Ads; Display and push marketing retargeting: Google Ads, Adrenalead; Activation and optimization of conversion rates and ROI Marketing Automation: scenario mapping and trigger definition, workflow setup, templates, messages, LPs; Lead scoring and attribution; Lead segmentation and lead nurturing (messages and inbound content adapted to the target) Tracking, reporting, and analysis Management of the data pipeline migration project to server-side: participation in the development of the new tagging plan, agency coordination; Creation of macro budget and forecast dashboards: budget, KPIs, objectives, and actuals; Creation of micro dashboards: campaigns, ad groups/ad sets, ads/advertisements; Adjustments and optimizations based on insights to optimize ROI. Project Management Management of several website redesigns and creations: writing functional and technical specifications in collaboration with tech teams, agency coordination, testing and acceptance; Writing of functional specifications for technical evolution requests.

Design and implementation of the SEO acquisition strategy:

• Semantic analysis;

• Creation of semantic clusters;

• Management of editorial actions: writing briefs, defining main and secondary keywords to target, defining anchors to integrate;

• Correction, on-page optimizations, and text integration;

• Internal linking;

• KPI analysis and optimizations.