James Storr

Experiences

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.

Education

Skills

Certifications & Awards

2021

2018

2018

2017

2017

Languages

Director of Acquisition