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.
Product Manager & Marketing Master’s degree
ISEG Lyon (Institut Supérieur Européen de Gestion) - France
September 2006
to June 2008
This ISEG Master's Degree has been assessed by New Zealand Government at Level 9.
Marketing and International Trade Bachelor’s degree
ISEG Lyon (Institut Supérieur Européen de Gestion) - France
September 2003
to June 2006
The ISEG Title of Executive Bachelor has been assessed by New Zealand Government at Level 7.
This examination is the French equivalent of the British A – levels / US High School graduation.
Photoshop beyond the basics certificate awarded on 21 November 2013.
Introduction to HTML5 & CSS3 certificate of achievement completed on 4 November 2013.
Certificate of completion skills for life workplace first aid successfully completed on 13 February 2014.
Test Of English For International Communication
ISEG (Institut Superieur Europeen de Gestion) - France
April 2005
Test Of English For International Communication (TOEIC): 905/990
Digital Data & Optimisation Lead in Scaled Agile Environment
Genesis
Since July 2017
Ellerslie
New Zealand
- Mine, trend and report on any strategic insights and actionable recommendations based on customer data
- Search strategy / recommendation founded on business goals
- Focus on improving digital performance, including conversion and self serve optimization
- Refine, measure and report digital sales and servicing metrics that will support decisions
- Perform A/B testing of content changes across digital service channels
- Run insights driven analysis and reporting with Google Analytics 360 (Google AdWords, Google Tag Manager, Optimize 360, Google Data Studio)
- Implement tag solutions across digital channels
- Drive business insights and recommendations based on data driven analysis/ segmentation analysis that drives business decisions
- Content changes/ updates via CMS Kentico
- Tools in use : Google Analytics 360, Google Tag Manager, Google Optimise 360, Google Data Studio, Hotjar, PowerBI, Encore Flashtaking, LifeRay CMS Platform, Kentico CMS Platform, Google Search Console, Adobe Photoshop, Visual Studio, Visio
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
Product Owner - UX Lead & Conversion Rate Optimisation Specialist
OfficeMax
August 2015
to June 2016
Full-time
Highbrook
New Zealand
- Worked with the development team, product admin and stakeholders to follow a user-centered design approach to design the new OfficeMax website.
- Executed sitemaps, wireframes, prototypes and documentation that clearly articulates site/application structure and organization.
- Contributed to requirements and design documents.
- Ran usability tests, conduct interviews and site visits, organize surveys, and perform other usability assessments when appropriate.
- Conducted user research, identify pain points, develop user profiles and create task lists.
- Helped the wider team interpret and understand user feedback, and provide input for design decisions based on that feedback.
- Optimised current OrderMax e-commerce website through on going A/B testing and multi-variant testing to ensure that voice of the customer insights are captured and incoporated into the design.
- Developed and execute conversion optimization strategy with a goal of creating conversion rate and revenue lift through use of Optimizely, web analytics, and UX enhancement.
- Developed hypotheses, testing roadmaps and reports for A/B and Multivariate tests.
- Worked to improve and progress the optimization processes, tools, and strategies to increase efficiency.
- Tools used : Google Analytics, Google AdWords, Google Search Console, Optimizely, Invision, Optimal Cart Sort, Optimal Tree Jack, Baynote VUE, Crazy Egg, Commerce Vision CMS Platform, Adobe Photoshop
Digital Channel Executive
Genesis Energy
Since August 2013
Full-time
Greenlane
New Zealand
- Assisted with the creation and management of the digital channel to support Genesis Energy 's strategic and tactical goals.
- Co-ordinated with IT developers and advertising agencies to implement the online elements of projects and campaigns.
- Analysed web traffic and provide reports to ensure digital channels are maximised.
- Optimised website performance through on going SEO.
- Reviewed continuously and actively managed websites and other online assets.
- Optimised website and landing pages performance through on going A/B testing and multi-variant testing.
- Managed the redesign of Genesis Energy and Energy Onlines websites ( wireframes, structure, content as well as user experience using the CMS LifeRay).
- Tools used : LifeRay CMS, Google Analytics, Google Search Console, Hotjar, Optimizely, Crazy Egg, Adobe Photoshop
Digital Marketing & Social Media Manager
Sanzi Imports Ltd
August 2011
to August 2013
Full-time
Glenfield
New Zealand
- Designed company websites and deploy the wireframe and web content in the manner that is user-fiendly and search-friendly.
- Researched and analysed keywords to optimise the SEO of company websites.
- Analysed web traffic of company websites and provide monthly report.
- Planned, organised and monitored campaigns to support sales on the websites.
- Designed and delivered digital artworks for digital campaigns and eDMs.
- Set up, updated and maintained social networks for BtoC target (Facebook, Twitter, YouTube, Blog, Pinterest).
- Wrote, set up the content & delivered weekly newsletters.
- Tools used : Open Cart, Zen Cart, Google Analytics, Google Search Console, Google AdWords, Mailchimp, TradeMe portal, Blogger, Adobe Photoshop
Advertising & Digital Marketing Manager
Office Plus
July 2009
to July 2011
Full-time
Nouméa
New Caledonia
- Participated in marketing & advertising strategies.
- Updated websites content (Joomla)
- Designed web banners for websites.
- Handled SEO of Micropolis & Office Plus websites.
- Set up, monitor & daily updates social media (Facebook).
- Managed advertising budgets for the company.
- Planned & ensured adherence to advertising schedule.
- Overseen annual Office Plus & Micropolis catalogs.
- Developed internal communication (newsletters, social events).
- Tools used : Joomla, Mailchimp, Google Analytics, Google Search Console, Facebook, Adobe Photoshop
Marketing Coordinator
We're All About Marketing (WAAM)
September 2008
to April 2009
Full-time
Sydney
Australia - New South Wales
- Redesigned WAAM Website (Joomla).
- Updated & administrated WAAM Website copy content.
- Wrote copy content for newsletters and distributed to customers' database.
- Handled the Search Engine Optimization for clients' websites (trend analysis, optimized copy and landing pages, researched and analysed competitors advertising links, directory submissions and revisions).
- Set up, monitor and daily update of clients' social media
- Tools used : Joomla, WordPress, Google Analytics, Google Search Console, Mailchimp
- Advanced knowledge in developping digital campaigns, landing pages, forms in different CMS
- Experience and good understanding of HTML &CSS (Introduction to HTML5 & CSS3 certificate) and CMS tools
- Advanced knowledge on website development & maintenance
- Advanced knowledge with A/B testing, converson rate optimisation (Optimizely Platform Certificate & Catchi CRO Pros Event - https://www.youtube.com/watch?v=kXWX1ncJLTw&feature=youtu.be)
- Advanced knowledge of administrating email marketing for campaigns, newsletters (Mailchimp)
- Experience using Photoshop (Photoshop Beyond The Basic Certificate)
- Advanced knowledge of Web Analytics implementation and reporting especially Google Analytics and Google Tag Manager
- Excellent knowledge and understanding of SEO
- Knowledge in social media (LinkedIn, Facebook, YouTube, Twitter, Blog)
- Advanced knowledge in coordinating web projects, online content
- French: Native speaker
- English : Professional knowledge
- Spanish : Professional knowledge
