- Edwards Life SciencesEU CC ABX & Digital Strategy, DirectorMEDICALFebruary 2023 - June 2024 (1 year and 4 months)Design the short and long-term EU CC ABX Omnichannel Strategy, Medical Education & Commercial Content Editorial Plan, by Leveraging Global Content as far as possible.Customer Journeys design and implementation - Programmatic, LinkedIn, SEM/SEO, webinars, congresses, sales team. Thought leadership program – KOLs cross-communication plan. Tracking framework: dashboards to be designed and delivered.Martech/Adtech Stack analysis & Data Quality/mapping, transforming data flow/processes gaps into platform enhancements/backlog projects. Marketing Ops processes review to leverage automatization as far as possible: content production by generative AI.External Resources Selection & Budget ManagementIntegrate Country Omnichannel Efforts into EU Omnichannel Strategic Plan (Cocreation mode)
- JanssenEMEA Omnichannel Strategy ConsultantPHARMACEUTICALS INDUSTRYJuly 2020 - March 2023 (2 years and 9 months)Design the omnichannel strategic plan to launch a new drug in new TA. Work with the IBVT to ensure that the BVP incorporates a clear omnichannel plan to support brand KBQs. Develop, in-conjunction with Product Managers and Medical functions, a Digital Content and Editorial Plan to support brand priorities. Proactively utilise omnichannel expertise to guide the design of customer journeys and the associated engagement strategy. Lead on the development and delivery of differentiated omnichannel solutions that support the GTM (Bridge btw business and IT); Data purchase and ingestion process: opt in strategies in a first place. Participate in agency selection discussions relating to the delivery of the omnichannel plan and GTM.Guide the Digital Insights Manager on omnichannel insights needed and then interpret that data and provide recommendations to the business.Liase directly with countries to support them with the implementation of centralized omnichannel campaigns
- MedtronicEMEA Multichannel Marketing LeadMEDICALMay 2015 - December 2019 (4 years and 7 months)Responsible for developing, directing, deploying and measuring multi-channel digital marketing campaigns, across business units and region, by working with the European marketing and sales leaders, local marketing teams, and the global marketing team.Planned and executed the first MITG EMEA gynecologists multichannel program: several integrated campaigns, from branding to nurturing and lead generation approaches. Patient communications as well. Email after nurturing: 67% Unique Open Rate, 20% increase of MQL.Campaign strategic planning and execution:•Advanced Segmentation. Persona first approach. Storylines per segment.•Content Mapping and development: copies, emails, landing pages, campaign flows, webinars, social media calendar, etc. A/B Testings.•Channels campaign coordination: Google, Retargeting, Website, YouTube, LinkedIn, Websurg (HCP Online Community), email, Congresses, sales reps•Eloqua Campaign Design•Branding, Nurturing and Demand generation campaigns•Analytics and ROI calculation. Marketing tags definition for campaigns/programs.Other projects:•Persona definition and Data requirements from a campaign perspective (business requirements).•Lead management support: lead definition and lead management process review to ensure proper data retrieve. CRM data quality comparison.•Influence on internal clients (Product Managers, BU directors), by sharing Digital Marketing best practices, benchmarks, channels overview, metrics insights, etc.•Guide and provide governance to local digital marketers, to ensure best practices of Eloqua and data management, Campaign planning under a program approach (customer centric), Content Management/Performance, Campaign overall metrics, digital trends, etc•Created a campaign strategic model to be followed by local peers.Tools: Eloqua, Salesforce, Tableau, Adobe Connect/Webex, GTM, Google AnalyticsProfessional relationship termination due job roles redundancy (Medtronic purchased Covidien)
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- Salesforce Marketing Cloud & CDPTrailblazer (SFDC)2023