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Setting the bar high for growth, performance, and innovation.

As an experienced marketing, brand operations, editorial content and localization leader, I bring a say/do attitude and a driven mindset to ambitious teams looking to increase performance, brand awareness and reach internationally. My professional focus centers on ensuring that organizations grow sustainably through a culture of customer-centricity, efficient execution and data-informed decisions for B2B and B2C markets with a specialization in ecommerce, digital media and tech. I build, lead, and collaborate with teams of creatives, marketers, and content managers with a transparent and constructive feedback culture, increasing their focus, output and engagement.

Brand operations

My holistic approach to brand development and operations brings together key components for both performance and creativity.

Lead end-to-end project management for high level and tactical campaigning: Out-of-home campaigns, Sponsorship ads, TV campaigning, Social media and Display advertising, Offline merchandising, Employer branding, Corporate communications.
Build brand awareness; recognises and reacts to market trends, consumer insights, market researches and competitive benchmarks.
Own the marketing strategy and delivery, and own targets and budget. Innovate and implement go to market plays and tactics to grow brand core KPIs..
Manage all stakeholder involvement, cross-team collaboration and third-party communications.
Facilitate the production and workflow of the in-house team of creatives (briefing, strategic reasoning, intent, output.) as well as agencies and third party vendors.
Create weekly, monthly and quarterly business reports including OKR planning and reporting for every team I manage and lead.
Plan department resources and budget, manage internal and external creatives and production agencies.
Own all processes, quality assurance and scalability, plus streamline workflow and prioritization in accordance with Agile methodologies.

Highlights

HubSpot

LeFigaro
HubSpot’s solution spotlight interview on tier 1 media Le Figaro – reach 2 Million.
Challenges ads
Display ads on top premium programatic domains with a CTR of 1.04%
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People who saw one of our YouTube ads in France were 510% more likely to search for the term ‘HubSpot’ compared to those who did not see our ad.
Facebook & Instagram Ads
With a brand awareness goal, the ads performed ahead of industry benchmark and increased brand perception by 10 points.

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Out-of-home Munich
Delivering the out-of-home campaign in EMEA, and ensuring end-to-end production and launch of 50 creative advertisements within 2 months (info screens, digital takeoff board, billboard, lightboard, ceiling, cross-banners, colorama, etc.)
Advertising assets
Delivering advertising assets for 3 in-destination individual touchpoints, and iterating on 2 existing campaigns to build the european audience. These included , ,
Creative studio
Launching and growing Creative Studio, a cross-disciplinary, collaborative group that brings together all creatives working in marketing and brand.
Creative studio offsite
Building prioritization roadmaps to ensure the creative production is aligned with the company’s primary objectives. Ensuring campaigns are launched and followed up on with thorough data breakdowns to account for success.

DaWanda

Building a French market from scratch (P&L, PR, Marketing, Loyalty), which became the second most successful market after Germany.
Integrating strategic operations into business development roadmaps with emphasis on customer satisfaction and team efficiency.

Marketing

I provide 360-degree coordination and execution of marketing initiatives with a strong emphasis on consumer benchmark, user research, scaling, quality assurance, data reporting, A/B testing and targeted content.

Build content and campaigns for all marketing channels by developing teams of writers and content marketers, or by briefing third parties and agencies.
Teach strong frameworks (reasoning, experimentation, AB testing), processes and methodologies that unify campaigns output.
Support editorial strategies with data, market research and competitor benchmarks, ensuring that teams commit to key objectives and roadmaps to successfully roll out campaigns at scale.
Conduct critical reviews through positive reinforcement and constructive feedback to promote continuous learning within the team.
Fuel and accelerate demand with agressive demand campaigns to maximize market penetration across segments and verticals.
Strategic leadership across the international flywheel teams (Marketing, Sales & Services.)

Highlights

HubSpot

Signups
Grow the search traffic and conversions to expand across topics for employees and decision-makers (KPI: +70% traffic and +60% Sign-ups YoY)
LeFigaro
Strengthen and expand our network of native partnerships to build monthly-themed marketing campaigns, and test our messages to reach our audiences through automation. (KPI: +70% Content Leads and QLs YoY).
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Launch Editorial content types (Advertorials, Executive Content, Podcast, Blogs, YouTube) focused on our product story and global themes. KPI: account for 15% of our lead gen in H1, 25% in H2).
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Grow demand driven MRR by 77% through high intent marketing led campaigns. Customer Experience Spotlight drove 3,000 registrations, 70% Net New Leads and C-level audience.

Highlights

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Newsletter GYG
Auditing the core markets and optimizing source market key landing pages. Relaunching the newsletter program and increasing click-through rate by 70% during the first month, plus increasing brand awareness through online and offline campaigns quarter over quarter.
Building a performance-driven approach to digital advertising and increasing display channel engagement quarter over quarter (targeting, prospecting, exploration.)
Creating a marketing style guide and a copy playbook that ensured best practices were assessed and implemented across 18 languages, while increasing click-through rate and quality score month over month.
Launching a SEM activation project across 14 languages over the course of two quarters, plus directly participating in delivering €1 million in NR through the addition of targeted keywords and aliases.

DaWanda

Owning the editorial strategy in 6 markets, plus launching loyalty programs and campaign coverage online and offline to increase brand awareness, acquisition and retention.
Developing, planning and controlling all international marketing activities to ensure personalized and individual communication with customers.

Global content

My results-driven standards for localized content enable organizations to scale, engage, inspire and maintain strong customer retention rates.

Develop standards for success and ensure that targets, OKRs and KPIs are met each quarter.
Build the global content marketing strategy, and increase awareness and reach for the editorial, CRM, category, paid search and social channels.
Manage a team of 6 English copywriters and 15 languages specialists, and oversee the freelance management with a pool of 100 external content writers and third party vendors.
Build marketing playbook, tone of voice, style guides and editorial strategies to increase engagement.
Establish seamless content workload distribution and effective workflow measures.
Improve processes across the team as workloads increase.
Ensure that recruitment goals and quality standards across the team are met.
Build and maintain strong working relationships with stakeholders across the company.
Promote awareness of the global marketing content team and the business value localized content holds across the company.
Maintain cutting-edge industry knowledge by staying up to date regarding the latest trends.

Highlights

GetYourGuide

Customer touchpoints
Identifying and campaigning for product and marketing content to be self-contained entities, allowing for the creation of specialized, targeted content for each user group.
Copy rebrand touchpoints
Owning the copy rebrand in 18 languages, including the creation of our tone of voice, style guides and brand playbook.
GYG jp
Launching 4 new languages and ensuring 100% marketing coverage (200% growth over the first 2 months, €1 million net revenue in 6 months.)
Locworld
Participating as a key speaker in the ‘Marketing Content at the Speed of Agile’ panel during LocWorld 2017.

DaWanda

Optimizing the customer journey throughout all touchpoints (onsite, email, social & customer support) and identifying new opportunities to improve customer retention at scale.
Monitoring competitor activity within markets and developing local business strategies. Managing cross-functional local and global communications and workflows.

Leadership

Having managed teams of up to 15 directly and 30 indirectly for over 13 years, I enable professional growth through personal development, 360-degree feedback, performance reviews and cross-team calibration.

Lead groups of professionals with varied skill sets, including team leaders, marketing and brand managers, copywriters, language specialists, project managers, designers, visual/video editors and production managers.
Conduct regular meetings and individual performance reviews in order to support and guide team members in their execution, growth, learning and development.
Conduct workshops on responsible tourism, brand advocacy, customer communications and consumer marketing and brand operations best practices.

Highlights

HubSpot

HubSpot Fellows Winter 2021 cohort. Fellows is HubSpot’s premier growth program designed to develop and scale the impact of our most talented HubSpotters from around the globe. Over this program’s span, Fellows participants learn directly from Harvard Business School Professors and HubSpot’s C-Suite and Executive teams on topics including unit economics for HubSpot, making strategic decisions, managing complexity, corporate finance basics, innovation management, strategic thinking, and competitive strategy.

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Leadership training
Participating in 12 months of leadership training (The Art of Leading Teams), after which I facilitated a one-day workshop for over 60 junior leaders (96% CSAT.)
Chartered Institute of Marketing training
Attended the “Implementing Strategy” course at The Chartered Institute of Marketing in London. Highlighting the key stages in the process; potential pitfalls and providing a rounded view of the challenges and practices which will impact on achieving desired outcomes.

DaWanda

Building and mentoring local marketing and sales teams in Paris, Berlin, London, Madrid, Milan and Warsaw.