Michael Porsan

High-level pedagogical intervention for a class of 20 students in Licence 3 Business Administration. My role was to design and deliver an intensive 12-hour module focused on digital transformation. The objective was to raise awareness among future managers about the challenges of artificial intelligence applied to business development. I structured the course around real case studies and practical workshops to demonstrate how AI can automate prospecting, improve lead qualification, and transform customer relationships in a B2B context. This module enabled students to understand the evolution of modern sales tools and the importance of a "data-driven" culture in current commercial strategies.

Strategic acquisition management for the online bedding leader during the critical winter sales period. The challenge was to scale massively without degrading profitability.

• • Results: 112% increase in revenue compared to the previous year, with a 70% budget increase and a stable ROAS despite doubling budgets during peak periods (+3%).

• • Methodology: Launching an aggressive approach on Performance Max campaigns, meticulous work on creative assets to increase conversion rates, and synchronizing campaigns with promotional highlights to maximize market share on high purchase intent keywords.

Saje Natural Wellness (Canada) | August 2025 - December 2025

Responsible for paid acquisition on Google for a major brand in the wellness and essential oils sector. The objective was to scale acquisition while maintaining high profitability.

Results: Multiplied advertising investments by 6 due to proven profitability, increased overall ROAS by 70%, and multiplied non-branded conversion volume by 8.

Methodology: Implementation of a "Full-funnel" strategy on Google Ads, from video awareness campaigns to pure on-site conversion. Massive use of data to segment audiences by search intent, restructuring of text ads to maximize CTR, and continuous budget optimization based on customer LTV.