Geneva Metropolitan Area
Digital marketing expert with a strong track record of driving profitable growth across brands, ecommerce sites, marketplaces and subscription models. Blend of agency and in-house experience, combining strategic thinking with hands-on execution across paid media, CRO and CRM. Skilled in performance marketing, subscription models, retail media, B2B lead nurturing, ABM, analytics, with a focus on data-driven innovation, efficiency and ROI. Advanced skills in using AI to unlock marketing growth. Managing international teams with empathy, structure, and a test-and-learn mindset. Proficient with CMS platforms like Magento or Shopify.
Lead multi-channel ecommerce and performance marketing across 21 markets in Asia and Europe, supporting ecommerce and brand growth across HP.com and marketplaces. - Oversee performance media strategy and execution across Paid Search, Paid Social, Display, SEO, Retail Ads and Affiliate channels - Manage campaigns on DTC and marketplace platforms including Amazon, Lazada, JD.com and Shopee - Define quarterly media mix, revenue forecasts, and ROAS / MOAS targets; accountable for digital investment planning across markets - Lead and coach a team of 15+ marketing professionals across APAC and EMEA - Manage external agencies and partner networks - Be the referring point for tracking, tagging, revenue analytics through MTA perspective - Oversee onsite personalization, A/B testing, and customer journey optimization initiatives across HP’s Store ecosystem. - Drive campaign onsite messaging and performance during key moments like Black Friday and Back to School Key achievements: - Grow ad-influenced revenue double-digit every year while keeping ROAS and MOAS at positive OOP - from 350 M$ in 2014 to 1.5 bn$ in 2024 - from 30 M$ ad spend in 2014 to 100 M$ in 2024, profitable, P&L ownership - Increased paid media ROAS by 40%, from 10 to 14 - Launched first TikTok Shops in Thailand and Indonesia - Built Video production studio in Barcelona creating 1000+ videos with live products presenters at low cost - Negociated yearly HP Brand placement on Baidu, main search engine in China - Built automated product feed systems for PMAX and marketplace ads based on live performance data - Piloted use of GenAI to auto-generate lifestyle-based product photos and videos (e.g., workstation laptop pictured on architect plans in office setting), boosting contextual relevance and creative automation at scale - Implemented a dynamic call tracking system that generates phone numbers tailored to user traffic source, enabling cross-device attribution even in cookieless environments
Owned omnichannel performance marketing for HP Store and key retail partners across 11 EMEA markets, aligning media investment with ecommerce and indirect channel goals. - Managed strategy and execution across Paid Search, SEO, Paid Social, Affiliates, Display, and Programmatic channels - Owned performance marketing budgets for DTC and indirect channels; defined ROAS targets, KPIs, and investment allocations - Partnered with top retailers (e.g., Amazon, FNAC, MediaMarkt, Currys) to co-develop campaigns and joint marketing plans - Built and led a cross-functional virtual team of country-level marketing leads and external agency partners - Developed campaign plans for seasonal and product-led activations (Back to School, Black Friday, Omen launches) - Oversaw affiliate marketing network with 700+ partners using dynamic commission models - Led SEO strategy for HP.com and marketplaces; founded and chaired the global HP SEO Forum - Defined targeting strategies for CRM integration, retargeting, audience segmentation and behavioral onsite triggers - Ensured GDPR compliance, analytics governance, and implementation of tracking infrastructure across EMEA Key achievements: - Boosted new-to-brand traffic by 258% between 2014 and 2020 - Drove consistent double-digit annual growth of HP Store across EMEA - Piloted in-store signal tracking with Currys UK (via proximity sensors and mobile data) to measure campaign exposure and influence offline retail placements - Supported launches of Sprocket and Omen brands through integrated ecommerce and awareness campaigns - Created KPIs to quantify offline shelf exposure and justify retail media funding - Led implementation of hashed customer lists and 1P audience retargeting across platforms
. Lead B2B/B2C marketing strategies for Software / SaaS clients on CRM, Search, Affiliates, Social, UX, Testing . Managed subscription lifecycle campaigns for Kaspersky and Avast, optimizing renewal rates, free-to-paid conversions, and cross-sell strategies through CRM and push marketing. . Marketing Agency integrated to Nexway / Kaspersky, a leader in digital content martketing and distribution (Software, Games, Apps) . Drive Gaming digital acquisition for Softwareload DE, subsidiary of Deutsche Telekom . Drive number of downloads (free trial and free to play) for several softwares and Boonty games . Drive in-app acquisition and retention for Avast Antivirus Worldwide through automated push notifications . Implemented conversion strategies into dedicated App Store provided to a « tablet for kids » manufacturer . Expertise in subscription models marketing automation . Manage a team of 10 structured in 3 departments: eCRM & Social, Performance, UX & Webdesign . Global scope : Europe, USA, Brazil, Japan . In charge of customer intelligence and market research . Revenue: + 90% in 2013 vs. 2011 . P&L responsibility, direct report to the Managing Director . Responsible for Nexway Group PR, Media and internal communications . Clients: KASPERSKY, AVAST, DEUTSCHE TELEKOM, ORANGE, INTEL, FNAC, EA, MICROSOFT
- Launch of the Performance Dept. in the largest 360 advertising agency in France - Build and lead a team of 11 Paid Search account managers structured in 3 Business Units - Drive advertising budgets and ensure positive ROI and /or relevant KPIs achievement - Develop Brand strategies minding the gap between online and offline worlds - Coordinate cross-media launches with TV /Press units (Peugeot, BNP, Expedia, Carrefour, World of Warcraft) - Evangelize ROI techniques and best practices within the Havas group (USA, UK, Brazil, Germany) - Responsible for competitor’s benchmarking and analysis - Main clients FMCG: DANONE, Blédina, RECKITT, Durex, TENA - Main clients Finance: BNP, ING, AMEX - Main clients Travel / Luxury: EXPEDIA, HERMES - Budgets managed: 21 M€ yearly average
- Conception, copy-writing, development and optimization of large online search campaigns - Product owner for iando’s in-house Paid Search Management tool - eCommerce leaders as clients: Cetelem, Match.com, Cdiscount, Voyages-Sncf …