Julien Moreno

At Meria, I led strategic initiatives to optimize acquisition, user experience, and conversion rates. My role encompassed digital project management, SEO/ SEA, customer journey optimization, and data-driven performance tracking.

1. Acquisition & Performance Marketing

• Managed and optimized SEA campaigns (Google Ads, Bing, YouTube, Display, Performance Max).

• Developed SEO strategy, improving rankings for key pages ("Buy Bitcoin"), managing redirects, and conducting A/B testing on content.

• Implemented and monitored tracking & web analytics via Google Analytics, Google Tag Manager, and advanced reporting.

2. Customer Journey Optimization

• Conducted A/B testing on the client dashboard, increasing conversions by +22%.

• Optimized crypto purchase pages (Bitcoin, Ethereum, etc.) to enhance SEO & conversion rates.

• Integrated interactive widgets (staking simulator, Trustpilot reviews, yield calculator).

• Redesigned the onboarding flow to simplify sign-ups and reduce friction.

3. Data Strategy & Performance Monitoring

• Automated reporting to track conversion and traffic trends.

• Analyzed and segmented user data to refine acquisition & retention strategies.

• Ensured compliance with regulatory standards, enhancing transparency on risks (disclaimers, risk notices).

4. Marketing Team Leadership

• Managed a team, including a Content Manager, Community Manager & interns.

• Developed social media & content strategies to strengthen brand awareness.

• Collaborated with tech & product teams to align execution with business goals. This work was part of a comprehensive acquisition and optimization strategy, designed to boost conversion, streamline the user experience, and position Meria as a key player in crypto and DeFi.

At La Redoute, I led a project to migrate client-side tracking to server-side tracking to reduce reliance on SDKs within the mobile app. This transition aimed to optimize data management, enhance control over data flows sent to partners, and improve the quality and volume of collected data. I was responsible for several strategic projects related to data governance and GDPR compliance:

1. Tracking & Data Governance

• Migration from client-side to server-side tracking using Tagco & Tealium.

• Integration and standardization of events across the mobile app and website.

• Development of connectors for key partners (Facebook, Google, Criteo…).

• Implementation and management of tags to optimize campaign tracking and performance.

2. CMP (Consent Management Platform)

• Update and optimization of the CMP banner to comply with GDPR requirements.

• A/B testing to improve acceptance rates and data collection impact.

3. Privacy & Cookie Monitoring

• Deployment of a cookie monitoring tool across all La Redoute websites.

• Creation of an automated alert system to ensure compliance with CNIL regulations (tracking the number of cookies before acceptance and after refusal). This project was part of a broader data governance strategy to ensure transparency, compliance, and marketing performance while optimizing the user experience.

As part of the merger between the marketplace and the grocery website, an in depth analysis was conducted to optimize customer journeys. I led the redesign of two key strategic journeys:

• "Auchan et Moi": Loyalty program and customer experience.

• "Défis Waaoh": Gamified engagement and reward journey. My role involved:

• Prioritizing tasks and managing development trade-offs in collaboration with business teams, UX/UI designers, and developers.

• Coordinating stakeholders to ensure a consistent and optimized user experience.

• Optimizing journeys with a data-driven approach to maximize engagement and conversion. This project was part of a broader omnichannel digital transformation strategy aimed at streamlining the customer experience across the group's platforms.