Alexandre Galbiati

Supported a 35% sales growth while restoring marketing investments performance

▶ ACQUISITION

Restored ROI on a budget of EUR 2.1m in a context of iOS & GDPR privacy updates

▶ CONVERSION

Designed all funnel monitoring tools & prioritized funnel features devs (mobile CVR +0,5pts)

▶ RETENTION Led a full restructuring of the customer data model + customer journeys, restored repeat rates to 2.9

▶ BUSINESS PLANNING Designed Rouje's Digital P&L to identify growth & investments opportunities

Hired and managed a team of 5 brand & growth experts.

► GROWTH

• Built all the reporting tools to effectively drive the strategy and report performance to board members.

• Trained the acquisition team and implemented the strategy (on budgets, channels, targeting, & creative assets management) allowing a 64% increase in revenues and 37% decrease in acquisition costs (YtoY).

• Used advanced customer data to design compelling retargeting campaigns

► BRAND & CONTENT

• Redefined the brand platform by organizing staff and customer workshops while driving an agency to revamp the brand identity.

• Presented and got the support of all board members to release the new brand platform.

• Constructed the brand content roadmap and managed a content production team capable of effectively producing editorial and visual content for owned and paid media.

• Led the definition of the brand's new social media strategy until implementation

► AWARENESS

• Established the whole influencer marketing process (profile assessment, performance tracking, definition of the influencer brand experience)

• Ordered and co-defined the questions of a national survey with IFOP. Goal : get shocking quantitative & qualitative information about the limits of the fast cosmetics consumption model to fuel the HERO content roadmap and get earned media visibility.

• Wrote the storyline and led the visual creation of the brand's first national TV campaign

• Worked on a outdoor print campaign concept (WIP)

► PRODUCT & TOOLS

• Defined the front dev product roadmap to optimize the funnel and set up existing and new automated marketing tools.

• Closely managed the product design and technical brief

• Led the full revamp of the eCommerce website (public and logged in pages)

• Identified and co-implemented an innovative customer service tool (Kustomer) allowing a seamless customer followup.

• PRM > Fully operated at scale campaigns on all paid channels (FB & IG, Google Ads Search & YT, Snap Chat). > Managed performance based partners (affiliates, retargeting, referral). Issued all related analysis & reporting

• CRM > Led and developped CRM Automations: scenarii, incentives, pressure, cross-sell, upsell, segmentations

• Identified key trends in formats and content creation. Briefed Creative team accordingly while feeding them with running ads performance reports.

• Organised and led the launch of European campaigns. Coordinated with the influencers team and Customer Service to ensure campaigns success.

• Co-defined & followed on-site roadmap to improve conversion rate and support merchandizing evolutions.

• Provided the team with funnel analysis dashboards to follow-up on performance.