Freelancer profile translated to English.

Description

With over 4 years of experience in e-commerce and digital marketing, I support brands in managing their online performance and optimizing the customer experience.

My background has allowed me to develop comprehensive expertise, from acquisition to loyalty, including journey optimization, merchandising, SEA, CRM, and SEO. I build data-driven, results-oriented strategies, combining performance and user experience, to transform e-commerce sites into sustainable growth levers.

I am currently available to support ambitious projects and contribute to strengthening the digital presence and commercial performance of the brands I collaborate with.

Industry field of expertise

Languages

French
Native or bilingual

Workplace preferences

Can work on-site

Paris (up to 50km)

Be Maad, Groupe THOM
E-commerce Manager
E-COMMERCE
September 2024 - Today (1 year and 9 months)
Paris, France
E-COMMERCE

- Global management of e-commerce performance and the brand's digital P&L: +40% annual revenue
- Definition and deployment of the omnichannel e-commerce strategy: catalog management, commercial animations, and annual digital action plan.
- Complete redesign of the e-commerce site on Shopify: functional scoping, technical coordination, UX/UI optimization
- Business and data-driven analysis: weekly monitoring of key KPIs (Revenue, margin, conversion rate, average order value, LTV, CAC, churn), customer journey modeling, and strategic recommendations.
- International development (+15 countries): adaptation of the offer, payment methods, and local marketing levers.
- Implementation of new channels (WhatsApp marketing, cashback, web stories) to feed the innovation roadmap
- Continuous site improvement: e-merchandising, payment methods, reassurance, and implementation of A/B tests to optimize conversion rate and average order value.

ACQUISITION

- Design and management of the acquisition strategy (Google, Meta, TikTok, Pinterest, WhatsApp): budget allocation, forecasting, ROI measurement (ROAS, COS), and strategic recommendations.
- Implementation and management of the SEO strategy: technical optimization, semantic enrichment, internal linking, and creation of high-conversion-potential content.
- Launch of campaigns internationally: USA, United Arab Emirates, Qatar, Saudi Arabia + Europe

CRM

- Creation and deployment of the Be Maad loyalty program: tier definition, RFM segmentation, customer journey automation, and retention monitoring.
- Management of the CRM strategy on Klaviyo: flow implementation, segmentation, analysis

- Management & transversal coordination: supervision of a team, external agencies, and service providers
Shopify CRM SEA E-commerce Web marketing strategy
Maison Goossens Paris, Groupe CHANEL
Acquisition & CRM Project Manager
E-COMMERCE
April 2023 - June 2024 (1 year and 2 months)
Paris, France
CRM

- Definition of the loyalty and retention strategy, in conjunction with the CRM agency and the Digital / Communication team
- Management of the commercial animation schedule according to targets, customer journeys, and key dates
- Anticipation and adjustment of segments, automations, and commercial offers
- Management and enrichment of the customer and prospect database (collection, standardization, segmentation)
- Operational run management (emailing, SMS, new channels): content writing and campaign programming
- Implementation of A/B tests to optimize performance
- KPI analysis and implementation of corrective actions
- Continuous monitoring of trends and recommendations for new actions (loyalty program, referral program, etc.)

ACQUISITION

- Management of SEO and SEA agencies
- Supervision, monitoring, and challenging of acquisition proposals (levers, content, targets)
- Management of the campaign schedule, taking into account brand highlights
- Coordination of content for each lever
- KPI analysis and budget monitoring
CRM SEA E-commerce Web marketing strategy Shopify
Optic Duroc
Digital Marketing Project Manager
FASHION AND COSMETICS
December 2021 - April 2023 (1 year and 4 months)
Paris, France
- Development and management of the multi-channel digital marketing strategy (SEA, SEO, emailing, CRM).
- Briefing and coordination of the media strategy and budget according to platforms (Meta, Google Ads, YouTube, Pinterest) and markets
- Weekly KPI analysis and reporting (ROAS, COS, CTR, Add to Cart).
Operational management of the site: product updates, e-merchandising, content & UX.
- Monitoring and analysis of e-commerce KPIs (traffic, conversion rate, bounce rate, CTR...).
- Optimization of the customer journey and performance through behavioral analysis.
- CRM management: segmentation, flow creation, loyalty & retention strategy.
- SEO management (content strategy) and creation of omnichannel content (print, digital, storefront).
- Coordination with partner agencies (SEA, SEO, CRM).
CRM SEA Web marketing strategy digital-marketing Traffic acquisition

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MBA - Digital Marketing & Business
EFAP
2021
MBA
Master 1 - Communication Director
EFAP
2020
Master 1

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Léna Kerambrun

E-commerce Manager

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