Lucile Ferraton
Digital Marketing Specialist
Driving License
Pakuranga (2010) New Zealand
Employed
Unavailable
Growth hacker. Everlearner. Customer Centric. Conversion rate optimisation & user experince expert. Fitness addict.
Fascinated about the digital transformation and the new technologies, I have been working on a variety of projects including the re-design of responsive websites in the past 10 years.
Digital all-rounder including a solid understanding of content management, online marketing, search engine marketing, conversion optimisation & data analytics to ensure a clear strategy and execution of an optimised, targeted and relevant digital experiences across digital channels.
Advanced user experience including the ability to combine business objectives and user needs to high performance websites and sales channels.
Experienced in building and growing multichannel sales experiences & online services.
My strong side is curiosity and admitting the fact that I don't know everything. That's what digital marketing is all about: never-ending learning and resistance to failure. And that's why I will never cease to find something exciting to learn in the digital space.
As a hiker and fitness addict, I observe and analyse challenges like mountains I endeavour to ascend or like to defeat.
Fascinated about the digital transformation and the new technologies, I have been working on a variety of projects including the re-design of responsive websites in the past 10 years.
Digital all-rounder including a solid understanding of content management, online marketing, search engine marketing, conversion optimisation & data analytics to ensure a clear strategy and execution of an optimised, targeted and relevant digital experiences across digital channels.
Advanced user experience including the ability to combine business objectives and user needs to high performance websites and sales channels.
Experienced in building and growing multichannel sales experiences & online services.
My strong side is curiosity and admitting the fact that I don't know everything. That's what digital marketing is all about: never-ending learning and resistance to failure. And that's why I will never cease to find something exciting to learn in the digital space.
As a hiker and fitness addict, I observe and analyse challenges like mountains I endeavour to ascend or like to defeat.
UX & Conversion Rate Optimisation Specialist & Data Analyst in Scaled Agile Environment
Genesis
June 2016
to July 2017
Ellerslie
New Zealand
- Define performance and success metrics for the digital channel to measure with Marketing Team
- Manage data analytics to support the delivery of A/B and MV tests that realise value for the digital marketing activities
- Provide actionable insights and recommendations to improve digital channels and marketing performance through GA reporting and data studio management
- Identify and implement A/B or MV testing opportunities via a release roadmap working closely with Catchi and Digital Communication Lead to ensure alignment with digital media campaigns/ flows
- Optimise via A/B or MV testing the performance of key activities and user flows with specific attention to the conversion rate of the digital sign-up funnel
- Identify key learnings for each A/B or MV testing and implement key learnings accordingly
- Help to nurture an environment where data and insight are essential to the decision making process: from conception through implementation, onto iteration and optimisation, analytics should drive product decisions and inform prioritisation
- Identify tagging strategy and work closely with Datalicious for implementation for all digital marketing campaigns and digital project
- Monitor and report performance of digital activities/ projects via analytics dashboard (Google data studio or others…)
- Work with Marketing Team to develop segmentations’ strategy and audiences for remarketing & content personalisation strategy
- Complete design flows through to graphic design
- Create key design deliverable specific to each component such as scenarios and use -cases
- Create wireframes & mockups with UXPin
- Rapidly test with user group and iterate the design
- Create user-focused visual interface designs/ mock ups and interactive prototypes informed for each component by user research, users’ feedback and requirements with UXPin
- Plan usability evaluation
- Test and review components
- Perform A/B testing of content changes across digital service channels
- Tools used : Google Analytics 360, Google Tag Manager, Google Data Studio, Google Optimise 360, Hotjar, UXPin, Adobe Photoshop, Visual Studio, Visio
Company Description
New Zealand's largest electricity and gas retailer, Genesis Energy Ltd is supplying energy through our two retail brands – Genesis and Energy Online – to more than 650,000 customer connections across New Zealand. Genesis is focused on attracting and keeping valuable residential, commercial and industrial customers throughout the country.
The convergence of digital applications, low-cost solar and the development of battery storage is gaining pace and is leading to greater choice, convenience and control for our customers. Genesis is rethinking, refreshing and reimagining how we use energy in everyday life.
The convergence of digital applications, low-cost solar and the development of battery storage is gaining pace and is leading to greater choice, convenience and control for our customers. Genesis is rethinking, refreshing and reimagining how we use energy in everyday life.
Company website
