Barcelona, Catalonia, Spain
As a data-driven marketing leader, I have spent the past 10 years scaling E-commerce and D2C Brands. I have a proven track record in driving sustainable growth through high-scale digital & offline strategies. Having managed 8-digit marketing budgets, I bridge the gap between aggressive acquisition and long-term brand equity. Core Expertise includes: - Scaling Multi-Channel Growth: Expertly navigating both digital and offline channels to drive sustainable scale. - Retention & Brand building: Leveraging deep customer insights to foster loyalty (LTV) and maximize lifetime value. - Leadership: Building, mentoring, and leading high-performing teams (up to 55 people). Perfectly fluent in French, English and Spanish.
- Full ownership of topline (9-digit yearly turnover) for the French entity, leading a ~15 people team between Brand, Acquisition, Retention, Pricing & Discounts, Conversion Rate Optimization, Analytics, Secondary loops (Referrals and Reactivations) - Scaled customer acquisition by 70% in 2 years in a ROI-positive way through smart budget allocation (via incrementality testing), managing a >30M€ yearly marketing budget between upper funnel (TV, Youtube, OOH), Online (Search, Meta, TikTok, Display), Affiliates & Partnerships, Influencers, Offline channels (flyering, Direct Mail, Events) - Grew Customer Lifetime Value x2 in 2 years through Retention tactics (including customer incentives, i.e. discounts) and Product Marketing (including via brand partnerships) - Leading Brand strategy and execution between PR (multiple TV-news coverage), Product Marketing, Brand positioning, Communications and Creatives - Brought the business from EBITDA negative to a 8-digit profitability
papernest is building the best platform to help everyone easily handle all household utilities and take back control on subscriptions: one single destination to gather, subscribe and cancel subscriptions, make better-informed decisions, find the best deals, switch with zero hassle and save precious time and money. - member of the French Tech 120 program bringing together France’s most promising startups - helped >1M customers worldwide : in France, Spain, Italy & UK - >1,000 employees I led papernest User Acquisition worldwide through SEO, SEA (Google Ads), Display (Facebook Ads), Media (TV) and Product Growth, going from ~5M€ to >20M€ revenues yearly Main responsibilities: - user acquisition strategy across all geographies (France, Spain, Italy, UK, Mexico, Brazil, India, …) : including Business Plan & budget definition, user targeting, user experience optimization, landing page experiments/creatives, new product/country launches - Management: built a team of >50 people (incl. 4 direct reports) handling SEO optimizations, campaign management, conversion rate optimization, sales operations, product growth, data analysis and marketing automation - SEO: leading strategy and execution across all pillars in a highly competitive market (content, technical, netlinking, UX) to grow monthly traffic from 1M to 3M - Paid acquisition (SEA, Paid Social, TV): leading strategy and execution of a >10M€ yearly budget
Joined the company pre Serie A funding (20 employees) to lead and execution SEO strategy (managing >20 websites) - Built from scratch a team of >10 people covering content creation, link building, conversion rate optimization, data analysis and product ownership - Grew traffic from 100k to 1M monthly (XM€ turnover yearly) - Product Management: in charge of Tech roadmap for a team of 4 developers
Worked for the Marketing Department of the Business Unit in charge of selling gas and electricity services on the French market (BtoC). • Marketing/Business Development: - Competitive intelligence: analysis and benchmark of energy offers in France and abroad (US, UK, Spain, Belgium, Italy) - Proposition of innovative offers for BtoC market: opportunity, feasibility (technical and legal aspects) • Project management: co-managed the launch of the first electricity offer on smart-meters on the French market - Realization of the schedule - Following the actions - Facilitation of the weekly meetings with main stakeholders • Digital marketing: - Proposition and implementation of a "pre-sale" tool on the webpage of a new offer - Diagnosis of the website to participate in an Election of the Best Customer Service: current ergonomy and provided recommendations
In charge of launching a new offer for French, Spanish, Polish, Dutch and Italian market • Strategy: - Competitive intelligence - Definition of the scope of the offer: pricing, services, main targets - Modification of collaboration contracts with our clients • Negotiation: - Prospection and negotiation with French schools looking for partners to realize European projects - Negotiation with Spanish companies so they could receive foreign students for internships: hotels, restaurants, small and medium companies - Price negotiation with Spanish partners: hotels, youth hostels, etc. • Digital marketing: - Realization of e-mailing campaigns for our target - Design of the webpage dedicated to the offer • Internal organization: - Responsible of the trainee of 6 sales persons (French, Spanish, Italian and Polish people) - Conception of an internal database to follow the prospection of sales persons