The Unified Marketing Platform Project
The context
Simplify the existing Martech stack with a Unified Marketing Platform (Whitelabel model) for 5 brands ( Immoweb , Immonet, Immowelt, Se Loger , Meilleurs Agents) in 3 countries : France, Belgium, Germany.
The purpose
-
Align to the company Whitelabel initiative
-
Cut-off legacy tools and save money
-
Contribute to performance OKR’s
The results
-
Reduce the Martech stack from 9 tools to 2 ( Salesforce suite + Airship for mobile campaigns)
-
Help deliver + 1.2M daily emails sent in Belgium & Germany, 5% growth in open-rate
My role
-
·Lead the discovery (product and data) of 35 B2B & B2C marketing usecases to optimize CRM marketing performance (user interviews, data research, product testing)
-
·Manage the design, launch and performance of MarTech solutions from SalesForce Marketing Cloud
-
·Lead 2 teams (developers & integrators) and prioritize the backlog with RICE/ICE/ MoSCOW framework
-
·Define and analyze KPIs
-
·Manage communication with stakeholders (LeadGen, CRM, Data) & report to Head of Product
