Marketing Turnaround + New Marketing Strategy + Optimized Marketing Operations & Delivery

Program Description — using marketing and communication for business development while reducing:

(i) costs,

(ii) advertising expenses,

(iii) dependence on external suppliers

█ Context:

• Strategic program initiation, implementation & turnkey delivery. An enterprise-level turnaround with a focus on marketing, financial & operational marcom restructuring.
• B2B services, BPO company scale up (offshore, nearshore, homeshore). ∼ 2 million CHF investment. 5 international multi-site.
• Operational coverage: ∼ 10% as CMO (Chief Marketing Officer) for operational management, plus ∼ 90% as Marketing VP Partner for all strategy definition, ∼ 2 days per week for 18 months.

► Used my in-depth technical and marcom expertise to link business development operations to market needs & the business consumer.

MARKETING STRATEGY:

• defined and implemented a new Brand Identity with focus on Multi-Channel & Digital Strategy
• increased the Brand Awareness through on-the-fly adjustments & improved segmentation (changed target demographics based on B2B needs & CLV customer lifetime value)
• influenced overall business strategy by launching new B2B products and services using economic, financial, market, and industry data

MARKETING EXECUTION – MARKETING OPERATIONS – MARKETING PROCESSES

• optimized ROI & business metrics outcomes by developing, monitoring and implementing:
– bottom-up marketing budget & daily operations
– Behavioural Marketing
– Performance Marketing
– Brand Management Operations
– digital KPI metrics
– benefits realization tracking
• positioned the brand as the market leader and increased traffic while reducing SEA costs (return on ad spend ROAS) by intensive usage of regular editorial content + online content share (blog, social media, white papers, visuals, video) + natural SEO et SEM
• increased marketing & content output by hiring and coaching the marketing team of 4 people, thus reducing the need for outside contractors, marketing and web agencies
• reduced costs of marketing technology through intensive usage of open-source CMS content management systems, in-house development of web applications based on WordPress

MARKETING AUTOMATION

• based on multi-channel data and advanced analytics for market segments, customer behaviours & patterns -> developed a framework and software program to deploy an Agile Marketing Strategy & Dynamic Content Delivery through marketing automation processes with dynamic triggers & A.I. bots
• This allowed the delivery of brand communications & contents to be delivered without human intervention and reduced CPA cost per action

█ Results:

• recognizable brand from the ground up
• reduced marketing costs & advertising spending by an average of 70%
• while keeping control of Paid Search, SEA, and 3rd parties digital properties

█ Ready to Fix Marketing ROI and Brand Positioning ?