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.
