Pierre-Etienne Charles

ACQUISITION

● Manage, analyze, and optimize the performance of paid marketing campaigns (paid social, SEA, affiliation…)

● Imagine, in collaboration with the Marketing teams, the Online Content Marketing strategy necessary for the dissemination of these campaigns.

● Lead these campaigns by structuring an in-house team (initially managed by agencies).

● Creation and implementation of a full-funnel lead generation strategy (from collection to contract signing).

CRM

● Management of all CRM activity through Klaviyo & Hubspot tools.

● Design of the upsell/cross-sell/referral strategy and offers, in collaboration with the Marketing teams.

● Marketing automation, segmentation, technical setup, AB testing, and performance monitoring of CRM campaigns (emails, SMS, Phoning…)

USER EXPERIENCE & WEB PERFORMANCE

● Build an SEO strategy to enable the site to actively generate organic traffic.

● Monitor, AB-test, and optimize e-merchandising to support the marketing plan and develop online sales.

● Analyze website performance, identify pain points, and coordinate with the Tech team for necessary optimizations throughout the digital journey.

SALES & MANAGEMENT

● Management of a team of 4 sales

● Sales funnel optimization

● Implementation of a new lead prioritization strategy

● Performance analysis and strategy monitoring via HUBSPOT & AIRCALL.

ACQUISITION & CRM

• Structuring the acquisition mix and optimizing Awareness, Traffic, and Conversion campaigns on various channels / Design and implementation of launch, conversion, and lead generation initiatives (complete ecosystems from advertising to the website, including email flows).

• Integration/migration of all CRM activity to the Klaviyo tool.

DRIVE-TO-STORE & OMNICHANNEL

• Creation of online tools such as "Product Availability in Store". Management of all brand store pages. (Google My Business) Management of the in-store appointment booking tool. (Waitwhile)

KEY ROLES PLAYED:

➔ Main driver of our AARRR strategies and guardian of topline, CAC, ROAS, LTV, and Upsell performance.

➔ Orchestrator in the implementation of digital operations and liaison with creative and operational teams.

➔ Manager of a team of 6 people and main relay for the CGO on the division.

CRM

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• Supervision of the SEO strategy.

HEAD OF E-COMMERCE (JOONE) Jan 2021-Jan 2022

ACQUISITION

• Structuring the acquisition mix and optimizing Awareness, Traffic, and Conversion campaigns on social advertising, Google network, affiliation, Pinterest, Snapchat, display, and retargeting channels.

• Design and implementation of launch, conversion, and lead generation initiatives (complete ecosystems from advertising to the website, including email flows).

• Management of the associated content strategy and direct (1 person), transversal (2 people), and external (agency) management of copywriters, web designers, and motion designers.

• Development of customer journeys related to our MRR model (lead conversion, repeat, loyalty, retention, and reactivation) and campaign management.

• Referral program and Upsell strategy.

E-COMMERCE

• Optimization of the customer journey to increase conversion and average order value.

• Design of commercial offers and technical and operational coordination (tech, customer service,

ANALYTICS & DATA VIZ

• Tracking structure

• Creation of performance monitoring dashboards

• Monthly committee and various strategic studies related to our e-commerce activities.