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James Storr

Director of Acquisition

15+ Years in Digital Acquisition
Performance & Data-driven
Travel Industry Expert & Enthusiast
James Storr
39 years old
Professional Status
Employed
Open to opportunities
  • Led and empowered a team of 9 Digital Analysts, optimizing campaign performance on Display, SEA, Metasearch, and Facebook for Sojern travel clients in EMEA & APAC.
  • Leveraged audience segmentation, bidding automation, and pricing strategies to significantly increase conversions and enhance client campaign performance.
  • Utilized BigQuery and SQL for data analysis, extracting valuable insights to create dynamic dashboards that automated and facilitated campaign monitoring and optimization.
  • Collaborated with Product, Engineering, and Data Science teams to create scalable processes and data models that foster innovation and drive growth.
  • Responsible for improving performance of digital acquisition channels worldwide (Paid Search, Metasearch, Affiliation, Retargeting, Display, Paid Social).
  • Set up successfully from scratch a new team of 6 Digital Acquisition Analysts and increased Digital Acquisition revenue by +503% over an 11 year period, reaching a record revenue of 1.1B€.
  • Defined the global acquisition strategy, optimized mix-marketing, and leveraged self-funding models in coordination with Business Units to achieve web direct objectives.
  • Successfully influenced key stakeholders to adopt customer lifetime value-based optimization, fostering long-term growth and profitability.
  • Led and coordinated key projects to enhance digital performance: Attribution, Marketing Mix Modeling, Predictive Revenue Optimization, Audience Strategy, Click-to-call, and Analytics.
  • Implemented best-in-class tracking, data collection, and data-visualization solutions (Tableau Software, Microstrategy, Google Data Studio) to automate digital activity reporting.
  • Managed a yearly budget of 70M€+.
  • Responsible for all paid search activities worldwide across all Accor websites.
  • Led successfully a team of 11 Paid Search Managers and increased Paid Seach revenue by +358% over a 8 year period, reaching a record revenue of 670M€+.
  • Defined, implemented and coordinated the paid search strategy worldwide across all brands and business lines in collaboration with local e-commerce teams and agencies.
  • Launched and optimized successfully paid search campaigns to support new company activities (Marketplace & F&B in particular).
  • Facilitated the migration of paid search campaigns for brands recently acquired (FRS Hotels, Mama Shelter).
  • Renegociated contracts with our different service providers and partners (agencies, bid management solution, Huazhu joint venture).
  • Trained, inspired and motivated paid search managers under my responsibility allowing them to evolve to more senior positions within the company.
  • Managed a yearly budget of 30M€+.
  • Responsible for managing and optimizing Accor paid search, paid social and organic search channels.
  • Coordinated the implementation of the SEM strategy on a worldwide basis, by organizing trainings, sharing guidelines and best practices with local e-commerce teams and agencies.
  • Optimized SEM performance by launching new products and campaigns (RLSA campaigns, Adwords extensions, Facebook campaigns, content creation, link building campaigns and Google My Business).
  • Implemented successfully new tools to help improve SEM performance (Kenshoo bid management, Boost CTR, Maxymiser A/B testing, Search Metrics).
  • Launched successfully Accor's first paid social campaigns on Facebook and created bridges with paid search audiences via Kenshoo Intent-Driven Audiences (award received).
  • Provided performance reporting to internal stakeholders including top management, business performance and countries.