Nicolas Lariane
Jersey City,NJ
Overview
10
10
years of professional experience
Work History
Senior Manager Digital Marketing
Nespresso USA
Jersey City, NJ
09.2019 - Current
- Own the B2C and B2B Digital Media strategy with a focus on Digital Commerce and leading the Retail Digital Media and Boutique Media strategy
- Own our always-on media strategy and the Ad-Hoc business needs
- Managing our partner media agency teams, across all media channels (Display, SEM, and Paid Social, Retail Digital Media) and the SEO roadmap with a mobile first approach
- Building all the digital media activations, promotions, product launches and brand pushes, with a ROI first strategy and optimizing our campaigns towards set business growth KPIs
- Work collaboratively with the different internal teams (Digital Commerce, Sales, Marketing, CRM, Trade) to deliver an audience first 360 strategy
- Own the relationship with our Global media counterparts (Nespresso and Nestle) and our external partners (Google, Meta, Amazon…) building our local JBPs
- Own the local AdTech standards and Martech digital strategy
- Building a test and learn strategy across all digital media touchpoints, running several tests and betas to improve our performances and reach targets
- Building the Digital Customer Journey Mapping across digital media channels, from Awareness to Consideration to Acquisition to Retention, by using advanced audience segments and creative/messaging strategy
- Managing a $50+mio yearly budget driving a strong ROAS and YoY double digit business growth
- Managed the Digital Media Agency RFP process for Nespresso US, going from a dual agency model to a single full funnel execution with one single agency.
Nordic Digital Acquisition Specialist
Nespresso Nordics
Copenhagen, Denmark
05.2018 - 08.2019
- Performance Strategy: define a performance-based acquisition plan taking into account global campaigns, local needs, competitive environment and budget
- Agency Management: Defined a new Search Agency structure and ways of working to drive efficiencies
- Steered team of eight people and coordinated the collaboration between SEM, SEO & Media agency to ensure high quality deliverables, cost-effective media buy
- Traffic mix & cost- efficiencies: Optimizing traffic mix and digital media investment for maximizing results through defining & implementing audience-driven strategy for prospecting and remarketing
- Campaign Management: taking care of the launch of each global and local campaigns per markets
- Digital innovation: Implementation of DCO in Denmark and Fullstack Full Funnel in the Nordics
- In addition, implementation of an Audience Algorithm for the Danish paid search account and a new bid strategy for the Nordics
- Develop and implement the search acquisition plan to increase traffic and audiences support sales objectives in Sweden, Norway, Denmark, and Finland
- Track, optimize and produce reports for all online media channels on key KPI's.
Online Marketing Manager
Axess-Industries.com
Strasbourg, France
09.2016 - 04.2018
- Creation and analysis of the several products for the online catalog
- Analysis of the online visibility and content enrichment of the different products categories (SEO)
- Management (analysis, statistics, and budget management) of the different Google Shopping and AdWords campaigns of the several product categories (SEA)
- Development of direct marketing and marketing campaigns (promotions, customer retention,etc…)
- Market knowledge and BtoB e-business evolution; stay tuned to the digital marketing trends
- Graphic and customer experience development for the website
- Empowering and development of the back-office software
- Searching new suppliers and products opportunities
- In charge of the international suppliers' relationship.
Web Marketing / Project manager
Basket4Ballers.com
Strasbourg, France
08.2015 - 08.2016
- Social media management (SMO), Facebook, Instagram and creation and management of the Snapchat account
- Writing of optimized content SEO (website and blog)
- Complete translation of the website in English
- Management of the customer service
- Management of the external providers (graphic chain)
- Creation of a voucher code that generated a turnover of 70 000 euros in a month, thanks to a good online communication and strategy.
Project Manager
MB Store Adidas Originals
Strasbourg, France
08.2014 - 07.2015
- Integrated within a team of 5 people as Project Manager Store management, Logistic, Team management Project management, Merchandising, Customer advisement Promotion, Communication.
Education
MBA - Marketing Management & Entrepreneurship
MB Way, Strasbourg, France
Strasbourg, France08.2016
Bachelor's degree in Sports Marketing -
UFR STAPS, Strasbourg, France
Strasbourg, France08.2014
Skills
- Cross-Functional Collaboration
- Strategic Planning based on Data Driven decision making
- Google AdTech and Google Marketing Platform (GA4, Google Ads, SA360, CM360, GCP, GMB, GMC, Search Console) Including SEO tools (BrightEdge)
- Amazon Ad Suite (DSP, AMS, AMC)
- Pacvue
- Social Platform BM Management (META, TikTok)
- CDP Martech Management (Segment/Adobe)
Languages
French
Native or Bilingual
Danish
Native or Bilingual
German
Elementary
English
Bilingual or Proficient (C2)
Timeline
Senior Manager Digital Marketing
Nespresso USA
09.2019 - Current
Nordic Digital Acquisition Specialist
Nespresso Nordics
05.2018 - 08.2019
Online Marketing Manager
Axess-Industries.com
09.2016 - 04.2018
Web Marketing / Project manager
Basket4Ballers.com
08.2015 - 08.2016
Project Manager
MB Store Adidas Originals
08.2014 - 07.2015
MBA - Marketing Management & Entrepreneurship
MB Way, Strasbourg, France
Bachelor's degree in Sports Marketing -
UFR STAPS, Strasbourg, France