Freelancer profile translated to English.
Back to original languageAbout Grégory
I support companies in making decisions about digital choices that sustainably shape their performance, organization, and data governance.
I intervene upstream of deployment phases, when trade-offs commit the digital ecosystem in the long term.
On missions for over 6 years for major clients in the media, retail, and industry sectors, as well as for certain SMEs facing structuring, industrialization, or scaling challenges for their digital solutions.
I have over 20 years of experience in designing and implementing digital projects, including over 10 years in product ownership, with a cross-functional approach linking strategy, data, organization, and regulatory constraints.
For more information, I invite you to consult:
• My LinkedIn profile: linkedin.com/in/gregoryloth/
• UXMetric.com, a site for which I am a co-author
See you soon for a chat.
English
Fluent
French
Native or bilingual
Can work on-site
Paris (up to 50km), Caen (up to 50km), Clermont-Ferrand (up to 10km), Lille (up to 50km), Rennes (up to 50km)
Experience
- Michelin - BVCMData Marketing ExpertiseAUTOMOBILEJanuary 2021 - Today (5 years and 7 months)Clermont-Ferrand, France
Support for implementing digital strategies focused on performance
The mission aims to improve digital performance through better customer/employee knowledge, more targeted acquisition, and more effective lead generation, while respecting legal constraints and making user data collection a true decision-making pillar.This cross-functional support mission covers several departments (Services & Solutions, Business Venture Connected Mobility (BVCM), CXS), with teams based in France, England, and the United States, on several projects in parallel.It relies on:- Selection and integration of tools adapted to business needs: analytics, IP tracking, SEO, AI, marketing automation, dashboards, landing pages, site factory, captcha, server-side web analytics, measurement protocol, etc.
- Support for project teams in the selection, implementation, and daily use of these solutions, in line with their digital performance objectives.
- Support for the web factory (WordPress site factory) based in Pune, India, for the deployment of performance tools.
- Evaluation of the GDPR compliance of user data collection systems.
- Definition and management of the industrial deployment of analytics solutions, using a user-centric approach (Core Model).
- Active support for managers in implementing their digital projects, through workshops focused on their operational issues.
- TF1 PUBWeb Analytics ExpertisePRESS AND MEDIAJune 2019 - Today (7 years and 2 months)Paris, France
Long-term web analytics expertise for a major media client
Mission of support initiated in 2019 and renewed quarterly, covering successive initiatives related to the redesign, evolution, and optimization of business applications for advertising space distribution.Management of measurement systems in a multi-project context:- Management of tracking deployments: first-party data, collection proxying, conversion APIs (Meta CAPI, LinkedIn, Microsoft/Bing), cookieless tracking, fingerprinting, API performance monitoring.
- Consent management: Didomi CMP (configuration, GDPR/ePrivacy compliance) and implementation of Google's Consent Mode v2, in conjunction with collection systems.
- Writing user stories for dataLayer population, in coordination with development teams.
- Reporting acquisition sources and campaigns in Salesforce, to link traffic origin to prospects and manage acquisition tactics.
- Monitoring user journey KPIs (funnel), in service of a continuous improvement approach.
Team support:- Skill development for technical teams (IT, development) and, occasionally, sales teams (marketing and sales), through collaborative workshops: indicator definition, data preparation, and exploitation.
- Co-design of decision-making dashboards providing a concise view of key performance indicators.
- Support for product management by providing relevant indicators to guide functional and product evolution decisions.
Starting point of the mission: in-depth audit of the user data collection and processing system, which defined the technical and strategic optimization axes for the current system. - DecathlonSI Project Manager / SEO ExpertRETAIL (LARGE RETAILERS)December 2019 - December 2023 (4 years and 1 month)Lille, France
Digital Transformation: Group-wide SEO Support
Three-year mission (2019-2023) with digital management teams, aiming to re-internalize SEO expertise and improve performance.Strategy Redesign:Comprehensive audit of the SEO and digital ecosystem: technical, marketing (acquisition), data, organizational, and human resource aspects.Redefinition of the group-wide strategy, beyond a fragmented site-by-site approach: clarification of priorities, coordination between different types of sites (e-commerce, services, content, consulting), redesign of collaboration methods between internal teams and service providers.Operational Aspect:Redefinition of SEO best practices and standardization of technical optimizations; implementation of a continuous optimization approach (on-site and off-site).Strengthened alignment between SEO managers and business teams; skills transfer to several SEO leaders and Product Owners for sustainable adoption of practices.Deployment of custom tools to manage performance, with KPIs such as digital market share, digital footprint, and brand attractiveness.Exploration of SEO/SEA complementarity (POC mode tests).Market data exploration to assess commercial opportunities (product sourcing related to user interests).Implementation of data collection (Google Analytics 360) to provide necessary KPIs for management.Selection of market solutions, negotiation of group licenses, and contracting.Facilitation: operational committees and internal conferences on search evolution, its technical impacts, and regulatory changes (end of third-party cookies, consent management).
Reviews
S
Swann
TF1 SA
Reviewed on 12/31/2020
Gregory's Digital Marketing expertise and skills in analysis and implementation of analytical tools are a valuable asset for our various projects. Attentive to problems and proactive, Gregory demonstrates great efficiency and a strong work ethic in supporting teams and implementing solutions. Furthermore, it is a real pleasure to work with Gregory on a daily basis.
Asmaa
Michelin - BVCM
Reviewed on 12/13/2021
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Education
- Business Strategy CertificationHEC PARIS2022Objectifs : Résoudre les problèmes stratégiques pour améliorer les performances de l'entreprise - Business Strategy - Corporate Strategy - Strategy Implementation Certifié : https://www.SmartCertificate.com/SmartCertificate/?1%7ca88c00e1-6110-4a72-853b-c50afb0d495f%7c5bbb20c5-7712-491d-af2c-544006a68108
- Level 7 EU Diploma - Manager of Commercial Strategy and PerformanceISGP - ESA3 - Talis Business School Campus Paris2017Elaboration de la stratégie marketing et commerciale et optimisation de sa performance Elaboration de la stratégie multicanale Pilotage du plan d’action Développement des campagnes de prospection et détection d’affaires Négociation d’affaires Pilotage d’affaires Management d’équipes