Floriane Durivaud

Conducted strategic benchmarks (personalization, in-stay services, CSR) that contributed to defining the group's digital priorities. Ensured monitoring and analysis of key page performances (homepage, Resorts, Flight+Hotel, App) with reporting. Contributed to the personalization of customer journeys on ALL.com and the App, adapting content and services according to user typologies. Recommended Web-to-App levers to increase app adoption during stays, based on UX analyses. Coordinated the production and updating of digital content (guidelines, CMS) in collaboration with regional and central teams. Proposed UX recommendations to strengthen the visibility of Accor's sustainable commitments, based on a competitive benchmark.

End-to-end coordination of digital projects: marketing campaigns, creation of materials, and collaboration with external providers. Digital project management: redesign of 3 websites including an e-commerce site, continuous improvement, and user experience optimization. Definition and launch of new service packages adapted to the needs of different customer typologies. Production of various content (landing pages, newsletters, practical guides, client case studies, white papers, emailings), SEO-optimized and focused on acquisition/nurturing. Implementation and management of multi-channel SEO/SEA campaigns for acquisition and lead generation. Analysis of marketing performance (traffic, campaigns, CRM, SEO/SEA) and optimization recommendations.