Veronica Gesu

Lead performance marketing strategy through acquisition and retention. Create and own paid marketing budget; optimize performance based on weekly and monthly pacing. Analyze and iterate campaigns based on traffic, CPA and revenue goals to drive continued growth. Build customer insights through marketing channel data and site analytics to continuously find new ways to speak to a growing audience. Measure and evolve customer attribution to provide a holistic view of channels. Partner with cross-functional teams to drive thoughtful, performing and on-brand creative.

Strategic position focused on growing the business through acquisition and retention. Responsible for developing and optimizing a digital-first strategy for customer and revenue growth through paid and organic media.

Senior Manager role focus on marketing acquisition and business growth. • Oversee all paid marketing efforts, including affiliates, paid search, retargeting, paid social and performance display advertising. • Identify and launch new paid marketing channels to drive overall sales growth. • Create regular in-depth analyses of the performance of each channel, and share relevant hindsight and wins with key business leaders. • Manage relationships with agencies, vendors and 3rd party partners. • Manage marketing budget for efficiency across different channels. • Create and set goals for channel performance (including Sales and ROI), tracking performance against goals. • Staying informed of industry trends and best practices and determining how they can best be employed. • Manage a team of two driving their performance and development.

Promoted to Global Senior Manager role with a focus on the development and implementation of marketing strategies and campaigns across brand, acquisition and retention for key global markets. • Led key global brand campaigns end-to-end to archive larger brand awareness, new customer acquisition and repeat purchase. • Maintained responsibilities of the previous role, supervising and supporting European marketing team of 6 members.

Managerial position in fashion retail industry with an emphasis on the development and deployment of marketing campaigns across brand, acquisition and retention for territories of France, Germany, Italy, and Spain. • Supervised a team of 3 marketing managers in charge of France, Germany, Italy and Spain. • Orchestrated acquisition, retention, brand awareness management, marketing calendar, budgets and external agencies coordination. • Managed marketing budget across 4 European territories. • Insured execution of promotional activities through collaboration with multitude of retail and digital marketing teams. • Developed new customer-facing propositions and enhanced and internationalized existing ones.

Managerial function concentrated on new customer acquisition, brand building and development including strategic planning for PR and Social Media Marketing. • Developed brand awarness, PR and social media strategy creating a global community through strategic use of influencers, digital marketing, events, external talent and brand partners. • Drove top-line revenue growth through a broad range of acquisition marketing strategies and tactics including CRM, paid and organic search, paid and organic social and Affiliate marketing. Ownership and planning of the digital marketing budget and responsible of maximizing target ROI. • Managed a team of two (marketing assistant and social media manager) driving their performance and development. • Developed a detailed understanding of the customer profile, their wants and needs and how they shop to produce effective campaigns via segmentation knowledge and application. • Developed and launched new referral program as a new source of customer acquisition and revenue. • Produce web analytics and sales summary reports for Marketing and Executive Management, identifying key insights and recommending actions.

Digital Marketing consulting position across both acquisition and brand marketing campaigns for key accounts. • Provide expertise and consultancy developing digital strategies and managing media budget for a number of key accounts. • Plan and execute brand and direct response campaigns managing different online channels including affiliations networks, display, paid social, re-targeting, paid search and strategic partnerships. • Coordinate campaigns, execution and optimization in order to archive campaigns goals. • To effectively buy media, negotiate rates, positions, ensure client gets best deals and maximize savings for client/agency. • Implement, maintain and perform continuous optimisations efforts for online campaigns.