Mickael Robin 📊 💡 🧪 🚀 Email & Phone Number

Dubai, Ae

Dubai, Ae

Dubai, United Arab Emirates

Creating marketing department in 7X's Innovation Studio, to launch and scale innovative digital products in logistics, transport and trade,

Dubai, United Arab Emirates

Define and manage a comprehensive conversion rate optimization (CRO) programme across multiple e-commerce brands (H&M, Bath & Body Works, Victoria Secret, West Elm, American Eagle, Foot Locker,...) within the AlShaya Group, to help the e-commerce team increase commercial efficiency of websites and apps.Main responsibilities:- conduct user research activities, such as usability testing, feedback and surveys, sessions recordings and web analytics, to gain insights into user preferences, pain points, drop-off points and behavior patterns.- leverage user research findings to define data-driven hypotheses and prioritize CRO experiments.- utilize CRO tools such as Google Optimize or Dynamic Yield to create, manage and analyze A/B tests.- collaborate with product owners to align CRO initiatives with product roadmaps, ensuring seamless integration of optimization efforts into the overall product development lifecycle.- define and implement personalization strategies to deliver tailored experiences for customers, leveraging data-driven insights, customer segmentation and dynamic content targeting.- collaborate closely with cross-functional teams, including UX designers, developers, merchandisers, web-analytics and marketing specialists, to align strategies and ensure seamless implementation of CRO initiatives while enabling the emergence of an experimentation-led culture.- stay abreast of industry trends, technologies and best practices in CRO, UX and personalization to drive innovation and maintain a competitive edge.Main skills and tools:Conversion Rate Optimization (CRO) concepts, methods and tools (Google Optimize, Dynamic Yield, Clarity)A/B Testing and Multivariate TestingWeb AnalyticsJavascriptUser Research (Usability Testing, Feedback and Surveys, Session recordings, Behavioral Analysis,...)User Experience (UX) DesignE-commerce StrategyPersonalization StrategyDigital transformationStrong Communication and Presentation Skills

Dubai, United Arab Emirates

Leading 4 specialists (traffic, product, analytics and content) and ~ 30 FTEs from 3 agencies (UX/UI, coding, media) to continuously optimise e-commerce performance for 25 hotels and 100 restaurants worldwide to generate USD 100+M revenue.Reporting to VP of digital, brand and loyalty.

Dubai, United Arab Emirates

Mission: Improve marketing and e-commerce efficiency of https://www.JUMEIRAH.com (revenue ~ USD 100 million/year)Key responsibilities:PRODUCT MANAGEMENT- contribute to digital product roadmap and stakeholder management- operationally manage outsourced vendors on continuous improvement life cycle for website and mobile app (product backlog management, user stories, agile development sprints, testing,...)- lead "growth marketing" activities for conversion rate optimisation (CRO): A/B testing, hotfixes via GTM hacks, content personalisation, marketing automationANALYTICS- training and management of an assistant dedicated to analytics (Google Analytics, Google Tag Manager, Google Optimize, Google Data Studio)TRAFFIC ACQUISITION- management and optimisation of always-on performance chanels (SEM/PPC, metasearch/affiliates, remarketing + SEO) Key achievements:- in July 2019, significantly contributed to design, specification, development and launch of new Jumeirah.com- in July 2018, successfully managed a major website refresh improving both brand perception and commercial efficiency - in January 2018, after 6 months managing website, improved conversion rate by +80% on mobile and +20% on desktop- in 2015, developed and promoted Jumeirah Inside, a 360° journey into Jumeirah's brand and properties worldwide Main tools: Google Optimize, Hotjar, Jira, Asana, Python scripting, Google Cloud APIs

United Arab Emirates

Mission:Manage and optimize digital traffic acquisition for www.JUMEIRAH.com (media budget > USD 10 million/year)Key responsibilities:- define, implement and continuously improve a data-driven traffic acquisition strategy combining always-on and tactical campaigns on various channels: SEO, SEM (paid search / CPC), affiliates (meta-search), display (programmatic prospecting and remarketing), social (organic and paid), email,...- manage of team from 2 to 5 assistants to coordinate with ~ 20 hotels worldwideKey achievements:- in 2017, multiplied by 4 ROI of mobile SEM campaigns- in 2016, introduced display remarketing as an always-on channel- in 2015, implemented a platform to efficiently manage bids across various meta search channels (TripAdvisor, Trivago, Google Hotel Ads, Wego, Kayak, SkyScanner...)Main tools: Google Analytics Premium, Google Ads (Adwords, DBM, DCM...), Facebook Ads Manager

Dubai

Mission:Help the Jumeirah group measure, analyze and improve its digital performance (traffic acquisition and website conversions).Key realisations:- improve commercial reporting- design and implement an advanced web-analytics framework combining Google Analytics and Google Tag Manager- organize campaign tracking architecture to better understand customer journey and optimize performance of various traffic acquisition channels- help define and conduct test & optimisation campaigns to increase on-site conversionsMain tools: Google Analytics Premium, Google Tag Manager

Paris

Advanced Google Analytics tracking implementations for various French e-commerce sites (Marionnaud.fr, Kuoni.fr, Gifi.fr, Chapitre.fr, RTL.fr,...)Extensive use of Google Tag Manager (GTM) to centralize GA and ad/affiliation tags (Adwords, Zanox, Criteo,...)Training and empowerment of web-marketing managers willing to "data-drive" their online business via traffic acquisition and conversion optimization.

Région De Paris , France

Jobmarks.org is a free and efficient job seeker's organizer : - save any interesting job ad via an universal button- manage all applications from a single interface- find similar opportunities- get visible from recruiters via social networksI managed every aspect of this project : design, coding, marketing

Paris Area, France

Mission : emergence of a data-driven culture through web-analyticsMain responsibilities :- advanced implementation of Google Analytics- features and campaigns tracking management- production and analysis of hybrid (GA + MySQL) "data cubes" for product managers- definition of business KPIs andmarketing reporting automation- test and optimisation of web marketing performance

- implementation of an optimization system for online advertising investments at CanalPlus group- preparation for certification to top Web Analytics solutions (Omniture SiteCatalyst, Google Analytics)- contribution to top-rank Web-TV projects based on BrightCove (a professional web video platform solution)

- self-training to website development with eZ Publish (PHP open source CMS)- set-up and management of OTOCOM, a web agency in Saint-Malo- design, development, branding and commercial launch of www.Easy-Mairie.fr (packaged website management service for city offices)- design, development, branding and commercial launch of www.spotilinks.fr (one of the first playlist sharing communities for Spotify's music streaming platform)- creation of several self-manageable websites

- structuring and promotion of the services range of this web and IT services company- functional conception and project management of the new corporate website- e-marketing animation (Adwords, white papers, SEO) and web-analytics management- conception of the new CRM platform and processes- various commercial and e-consulting missions

- business development and creation of a consulting activity- management of various team creative projects (brand identity, press, print and web), with direct contribution to strategic planning and redaction

- contribution to the annual marketing plan, focusing on the senior citizens segment- management of advertising and promotional actions and sales reporting

Master'S Degree, Marketing

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Master'S Degree, Marketing