Inès L.

For nearly 3 years, I managed the visibility and traffic acquisition strategy with a clear objective: maximize ROI through data and continuous optimization.

SEO Performance: +45% overall organic traffic in 1 year thanks to the deployment of a new semantic strategy and the positioning of 15 strategic keywords in Google's Top 3.

SEA Optimization: 20% reduction in Cost Per Acquisition (CPA) on Google Ads while maintaining a constant volume of qualified leads through rigorous A/B testing of ads.

Retention & Emailing: Design of automation tunnels (welcome and abandoned cart workflows) that generated a 12% increase in overall conversion rate.

CRM & Analytics Management: Centralization and tracking of 100% of prospect data on the CRM, allowing campaign segmentation and achieving an average open rate of 38% for newsletters.

My mission was to make data speak to eliminate budget waste and maximize the profitability of marketing investments.

Key achievements and business impacts:

Performance Monitoring (ROI): Audit and continuous analysis of advertising investment profitability (Google Ads, Social Ads), allowing the identification of underperforming channels and strategic reallocation of budgets to generate a 22% increase in overall ROI.

Dashboards: Design and deployment of automated dashboards on Looker Studio, centralizing key KPIs (CPA, CLV, Conversion Rate) and reducing strategic reporting time by 5 hours per week.

Audience Segmentation: Behavioral analysis of users (Google Analytics) and creation of predictive audience segments, leading to a 15% increase in the effectiveness of retargeting campaigns.

Sales Funnel Optimization: Data mapping and identification of major friction points in the purchasing journey, guiding the Growth team's decisions and increasing the final conversion rate from 1.8% to 2.4%.

I managed the overall growth strategy with a dual role: complete overhaul of digital assets (branding, UX/UI) and activation of acquisition levers to maximize qualified lead generation.

Achievements and business impacts:

Web, UX/UI & Branding Redesign: Managed the complete website redesign and visual identity modernization, resulting in a 25% decrease in bounce rate and a 35% increase in conversion rate (lead generation) thanks to optimized user journeys (UX).

Acquisition Performance (SEO & Ads): Deployment of omnichannel advertising campaigns (Google Ads, Meta Ads) and a semantic SEO strategy, generating a +40% growth in qualified traffic while optimizing cost per lead.

Inbound & Marketing Automation: Structuring of email campaigns and nurturing newsletters, achieving an average open rate of 32% and effectively re-engaging the database to convert cold prospects into business opportunities.

Customer Onboarding & Retention: Creation of a practical training program and educational materials for the adoption of account management software, reducing customer support requests by 15% and securing long-term retention.