James Storr

Experience

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 +391% over a 10 year period, reaching a record revenue of 900M€.
Defined the acquisition strategy and implemented cross-channel action plans to help reach objectives
Convinced key stakeholders within the company to start optimizing our activity based on customer life time value and promoted the recruitment of new clients to ensure long term growth and profitability
Identified new opportunities, led and coordinated successfully key projects to improve digital performance: Attribution, Call tracking, Analytics, Cross-device, DMP, Revenue Management data integration
Built and automated digital activity reporting by selecting and implementing best-in-class data-visualization solutions (Tableau Software, Microstrategy, Google Data Studio)
Managed a yearly budget of 55M€+

Responsible for all paid search activities worldwide across all AccorHotels 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 (FRHI 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 AccorHotels 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 AccorHotels' 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

Management and monetisation of several self-owned websites (Adsense, CPA, Affiliate Marketing)
SEO & SEA management and optimization of these websites

In charge of the commercial reporting for the Netherlands
Analysis of the client portfolio in order to define trends and increase client profitability
Revenue management & coordination

Director of Digital Acquisition Performance