About Liliana
French
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English
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Portuguese
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Spanish
Conversational
Experience
- IprospectInternational Account DirectorDIGITAL AND ITJanuary 2019 - January 2024 (5 years)Lyon, FranceInternational Media & Digital StrategyI support companies in defining and activating international omnichannel strategies (TV, Radio, OOH, Print, Digital). My role: transform your business objectives into measurable and high-performing media plans.My Areas of Expertise
- TOFU/MOFU/BOFU Strategy & Planning: defining target audiences, media & format recommendations, budget allocation, media planning.
- Management & Coordination: managing consultants and coordinating business experts and local specialists (Europe & Asia).
- Performance & Data: setting up KPIs, tracking tools, campaign analysis, measuring channel contribution in the online/offline mix, optimization recommendations.
- Processes & Tools: creating client/agency operating methods and internal agency processes. Automations, data consolidation, data visualization, toolkits.
- Negotiation & Relationship Management: strategic exchanges with adtechs, media agencies (online & offline), publishers, clients, creative & web agencies.
- Calls for Tenders: drafting, presenting, and managing RFPs.
Results for My Clients- Accor: Strategy, orchestration, and coordination of the global launch campaign for the umbrella brand All.com. Harmonization of international media processes. Launching digital campaigns across different segments (Luxury, Premium, Midscale, Economy) and their various brands internationally.
- Klépierre: centralized management of pan-European campaigns.
- Aésio Mutuelle, Oxbow, CIVB…: tailor-made omnichannel strategies and optimization of media performance.
- Pierre Fabre & Biomérieux: Digitalization of media campaigns for niche B2B audiences.
- DentsuDigital Account ManagerDIGITAL AND ITJanuary 2015 - January 2019 (4 years)Toulouse, FranceMultichannel Digital Development & ActivationI have supported advertisers and agencies in structuring and optimizing digital campaigns at every stage: from pre-campaign audit to activation, including continuous monitoring and optimization.My Areas of Expertise
- New Business & Recommendations: conducting audits, market benchmarks, developing multichannel digital strategies.
- Campaign Management: managing and coordinating business experts across all levers (Affiliation, Emailing, Social Media, Programmatic, SEA).
- Technical Coordination: tracking monitoring, briefing & validating creatives, aligning stakeholders.
- Analysis & Optimization: performance reporting, results analysis, implementing corrective actions to maximize ROI.
- iProspectSEO/SEA ConsultantJanuary 2013 - January 2015 (2 years)Lille, FranceSearch Marketing & Conversion OptimizationI managed the operational execution of Search campaigns and optimized online visibility through a combined approach of SEA, SEO, and CRO.My Areas of Expertise
- SEA (Google Ads): structuring and managing AdWords campaigns to maximize performance and ROI.
- SEO: technical & popularity audits, semantic studies, position tracking, optimization recommendations.
- CRO (Conversion Rate Optimization): managing CRO backlogs, designing and launching optimized landing pages.
- Management & Monitoring: regular results reporting, roadmap updates, tracking objective progress.
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Education
- Google Digital marketing CourseOnline2015Google Digital marketing Course
- Masters Degree in International MarketingIAE of Lille2013Masters Degree in International Marketing