Severine Assadourian - Online Marketing Director

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Education

Strategic Management, Marketing

Marketing, Advertising

Experiences

In charge of SEM, SEO, CRM, Social media and design services for the spanish market
ES marketing budget management and forecasting
Management of a team of 4 people
Main point of contact between ES team and global Analytics teams located in PL and UK
Reporting to the ES General Manager

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In charge of defining and implementing the global marketing and business development strategies.
Main goals are: client acquisition, client retention and branding.
Online marketing: Partnership with luxury sites & organizations (ej. Jameslist, Quintessentially, Blogs..), SEO, SEM, Social Media, User experience...
Offline marketing: public relations, offline advertising (luxury magazines), organizing and attending Luxury Travel Fairs (eg: ILTM, Luxury Travel Fair London)
Definition and implementation of a new destination marketing strategy (inc. newsletter revamp)
Definition and launch of the membership program
Management of the content management team and market manager

In charge of the web business unit targeting at small and medium size companies.

Responsabilities include:
- Acquisition of new clients through online & offline marketing campaigns
- Retention strategy through email and telesales campaigns
- Site optimization, user experience and content development.
- Product and pricing strategy
Management of a team of 7 people.

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- In charge of content strategy in Europe (13 sites)
- Optimization of the sites content: analysis of the trends and customers' needs in the different markets, creation of new content for BtoB and BtoC products, AB testing...
- Set up and implementation of a 3 year roadmap for content strategy in Europe.
Main competencies developped in this role:
- Strategy management
- Project management (cross-functionals and cross-locations)
- Content management
- Site optimization (AB testing)
- Business and consumers markets knowledge through qualitative and quantitative analysis.
- Creative brief management

- In charge of search engine marketing (SEM) for the FR, BE and IT markets. Continuously testing best offers by customizing landing pages, prices and product mix for Google AdWords, Yahoo Search Marketing and MSN AdCenter in order to reach sales goals.
- In charge of search engine optimization (SEO) for the FR, BE and IT markets.
Other projects:
- Product marketing: site content overhaul for Europe and gallery optimization.
- Worldwide communication team. Goal is to improve communication between the US office based in Lexington and the Spanish office in Barcelona.
- Lead for the marketing newsletter between the Lexington and Barcelona offices.
- New site launch business case
- Trainings: create and delivered trainings for colleagues on Excel and AdWords Editor.
Main competencies developped in this role:
- Acquisiton (search, e-mailing, affiliates, display)
- ROI focused campaign management
- Direct marketing
- Product mix set up (AB testing)
- Upsell and cross-sell

Daily responsabilities:
- Creation and lead of the FR Account Strategist Team (5 people): team & individual performance monitoring, training, revenue analysis and reporting, mentoring.
- Set up of the optimization strategy: verticalization, seasonal calendar, optimization typology.
- Mentoring of the IT and ES optimization teams.
- Responsible for the overall optimization efforts in the FR AdWords Team (35 people)
Results: In one year, number of optimizations offered to our high touch clients has been multiplied by 10. Revenue daily spend change per optimization was multiplied by 2.5

Other projects:
- Newsletter lead
- KW spamming project: improve overall quality of AdWords ads delivered to end users .
- Recruitement for the FR AdWords Team: recruitment of more than 25 people.
Main competencies developped in this role:
- Strategic thinking
- Team and individual performance management
- Online operations management

Internship
- Consulting in direct marketing and sales promotion
- Project Management, from the client’s brief to the delivery (graphic chain)

Skills

Online marketing
Search Engine Marketing SEM (Google AdWords, Yahoo, MSN, Miva)
Search Engine Optimization SEO
Project management
Performance management
Online operations
Content management and strategy
Site optimization
User experience.
Emailing
Affiliation
Display ads
Retention.

Interests

Graphic design & web design
Capoeira
Salsa
Gymnastics (7 years of practice)
Travelling
Cooking