Miguel M.

Within a CRM team composed of Product Owners, a Product Manager, a Scrum Master, and a team of Salesforce developers using agile SCRUM methodology, I act as the Pardot Product Owner. I participate in the continuous improvement of our digital ecosystem, the adoption of the Pardot/Account Engagement Marketing Automation tool, and the centralization of consent. Currently, I support over 120 users in France in using Pardot, particularly in end-to-end marketing campaign management, achieving their business and engagement objectives. In collaboration with the CRM team, my scope covers several areas: Marketing / Reporting:

- Define, evolve, and enforce Marketing campaign management processes;

- Lead the administration, configuration, and development of the tool to meet user business needs and implement complementary tools to achieve them;

- Master marketing automation practices and B2B activation scenarios;

- Contribute to defining and managing a lead acquisition strategy. Adoption and Support:

- Train and lead the user community to facilitate usage and disseminate best practices for marketing campaigns;

- Create training materials;

- Operationally support users in their first marketing campaigns;

- Develop the skills of more experienced users in using the tool for more complex projects. Data Management:

- Data governance to ensure data is kept up-to-date: data creation and import, quality checks, bounce management, etc.;

- Participate in populating the CRM contact and prospect data;

- Ensure the proper functioning of interfaces between the main tool and third-party tools (One Trust, Inwink, Google Analytics, Zapier).

- Writing, configuring, and launching the marketing automation strategy (marketing stage, lead scoring, lead grading, and lead nurturing) on #Salesforce #Pardot

- Analyzing the performance of campaigns conducted, measuring the ROI of leads generated to share best practices with internal teams and propose areas for improvement #deliverability #IPreputation #UX #growth

- Collaborating cross-functionally with marketing, product development, and sales teams to develop integrated marketing campaigns that will deliver the right message to the right audience.

- Participation in #DATA governance (setting up automated workflows, reporting anomalies, evolving data models in collaboration with IT teams)

- Responsible for monitoring data quality and ensuring the consistency of #Salesforce changes in #Pardot

- Writing briefs, planning, and integrating email campaigns in collaboration with external partners. Ensuring the quality of integration and #development resources

Strategic and operational marketing - Participation in the redesign of the group's visual identity and its 4 brands: Koba Digital, Koba Civique, Koba Election, and Koba Logistique.

- Production of web and print marketing materials (website, blog, landing pages, sales brochures, questionnaires, emailings, tenders…)

- Participation in website evolution (improvement of functionalities, ergonomics, and user journey to optimize conversions for all brands).

- Monitoring marketing automation and implementing inbound marketing techniques with Hubspot (Lead nurturing)

- Participation in the implementation of Customer Success Management practices

- Participation in the strategy for online advertising campaigns (Adwords, Retargeting…)

- Reporting on the performance of various online channels (Excel / Analytics)

- Conducting competitive intelligence (new players, new features…)

- Distribution of the monthly newsletter (template creation, formatting, and sending) Content & Social Marketing

- Creation of website content (and SEO optimization)

- Management and animation of the Koba Civique blog (theme identification, editorial monitoring, site design, editorial calendar development, and publication of editorial content)

- Management and animation of social networks (Facebook and LinkedIn) Public Relations and Press

- Participation in trade show organization (vendor research, schedule monitoring, and production coordination)