Laure Raout

*Marketing and customer experience managementof a national network, with daily coordination of operational teams, optimization of customer journeys, and continuous performance improvement.*360° Strategy & Acquisition:Management of the overall marketing strategy, deployment of commercial campaigns (online/offline), and redesign of the engagement strategy (Instagram). Optimization of SEA campaign performance (€400,000 budget) and redesign of the acquisition funnel.*Network & E-commerce Animation:Coordination of local actions for 130 points of sale, management of merchandising, POS displays, and local visibility (Store Locator, Google Business Profile).*Customer Experience & E-reputation:NPS management, overall management of review platforms (Google, Trustpilot), and customer service supervision.*Governance, Partnerships & CSR:Presentation of results to the Management Committee/Executive Committee. Management of strategic partnerships (Google, Orange). CSR representative (Vertuow steering committee, EcoVadis renewal) and contribution to the Group's annual report. Close collaboration with IT, Sales, and Procurement Departments.

• SEA Campaigns: CPA reduced from €10.5 to €6.5 (even €6 at the end of the period) (38% gain in acquisition cost).
• Emails: Open rate from 24% to +56%
• LinkedIn visibility growth: +307 followers in 5 months vs +276 in all of 2025
• Shopify E-commerce: sales +73% vs. previous year - +58% orders - +14% visits - +10% average basket size
• Financial Optimization & ROI: +20% gain on planned expenses while maintaining operational performance level vs. previous year.
• Maintained overall service performance in a transition context with an understaffed initial team.
• Organizational diagnosis of the customer service department
• Final mission report: Marketing & Digital Transformation Diagnosis.

Missions

*Strategy & Restructuring:Development and management of the 360° marketing strategy (SEO, Meta, Google Ads, emailing, social media, trade shows, press) for 6 brands. Management and reorganization of the department to streamline the team and instill a results-oriented culture.*Digital Transformation & CRM:Management of the UX redesign of new websites (CLC, Nacel, Sans Frontières, Nouvelles Vagues) in collaboration with IT and Sales. Optimization of lead nurturing paths via HubSpot (segmentation and scenario automation).*Brand Content & E-reputation:Supervision of multi-format content production (videos, photoshoots, articles) and online reputation management (Google, Trustpilot).*Operations & IT Interface:Coordination of "Language Stay" inventory and management of web developments with Operations and IT teams for the development of a real-time inventory tracking tool (seat counter) to optimize sales and customer experience.

Key achievements

• 30% budget optimization and transformation of the department into 3 expert divisions: Acquisition & Automation · Engagement & Reputation · Content & Visibility.
• Implementation of cross-functional tools for budget reporting and task tracking.
• Website modernization: UX optimization of menus and integration of content (FAQ, Lead Magnet, Chatbot, WhatsApp) on Nacel and CLC with SEO strategy implementation.

*Strategic Framework:Co-construction of the 5-year global roadmap and its breakdown into operational and budgetary action plans (€165k budget).*Pricing (Revenue Management):Definition of the pricing policy and method for the entire network. Organization of a French-speaking working seminar: Is revenue management ethical?*Transformation & Change Management:Management and deployment of a new cash register and booking management tool (PMS) and change management for the management staff of each hostel.*Governance & Impact:External representation of the organization, monitoring of turnover for the Board of Directors, and management of CSR/committed partnerships.*Branding and Positioning:Strategic direction of brand positioning and naming for the opening of the 11th hostel and its restaurant (BX Downtown and Half&Half).*Establishment of Partnerships(Bel Refugees, Sleep4Peace, Royal Belgian League for the Protection of Birds, Partner of the Wallonia Gravel Tour 2023-2024).