Florian Decludt

Clutch

Demand Generation Manager

Reddot Growth

Freelance Growth

Key Responsibilities: 

- Created, monitored and optimized marketing campaigns for clients.
- Conducted A/B testing to create data-driven strategies to hit key target metrics across all funnels.
- Leveraged data to optimize marketing strategies for maximum conversions.
- Identified opportunities to scale client businesses, acquire new customers and drive customer retention.
- Analyzed data to identify threats and opportunity gaps to be addressed.
- Oversaw paid, organic and social lead generation campaigns for clients. 
- Coordinated efforts across SEO, digital marketing, social media, design and email marketing.


Achievements:

- Created and implemented 45 iterative data-driven growth strategies involving early stage B2B and B2C, leveraging Facebook ads, LinkedIn Ads, TikTok ads, Google ads, Twitter ads, partnerships, newsletters and cold emailing. 
- Crafted the company’s demand generation strategy, generating 1 million monthly content views and 4-figure monthly follower growth through LinkedIn content and newsletters. 
- Managed 9 client growth projects in 3 different countries, handling onboarding, strategy, execution, reporting and outboarding.
- Created 60+ landing pages (positioning, copy and design) for campaigns, running A/B tests and optimizations to maximize campaign performance. 
- Grew personal brand from 0 to 49,000 followers, driving 5 figures in monthly pipeline for the company

Growth 

Modulo Language School

- Optimized the new client sales assessment process, to improve the customer experience, leading to a 8 percent increase in signup rate.
- Rolled out company social media strategy focusing on audience engagement and nurturing and lead generation (LinkedIn, Facebook and Email Marketing).
- Performed quality control on the project throughout development to maintain the standards expected.

Project Leader - Marketing & Lead Generation

- Led & managed a multinational team of 76 trainers remotely achieving a 96.8% satisfaction rate overall,
- Spearheaded virtual teaching development  facilitating training workshops, resulting in the tripling of online teaching volume and 10 percent increase in student feedback scores,
- Kept the team engaged during Covid-induced lockdowns via weekly team building activities and check-ins with individual team members.
- Analyzed client feedback weekly to target training needs, resulting in a 40% contract renewal rate,
- Designed tailored course outlines that translated learner’s needs into a tangible skill development roadmap, resulting in a 50 percent increase in student signups,

Academic Director 

- Led a team of 10 English and French language trainers achieving a 96.2% satisfaction rate overall,
- Developed Modulo Live - the school’s online teaching service from 0 to 1500+ monthly hours,
- Created online training journey following COVID lockdown

Assistant Academic Director

- Taught 250+ students of all levels (A1-C2) and types (adults, teenagers, children) individually and in groups over 3000+ hours, achieving a 95.8% satisfaction rate overall,
- Mentored 4 new recruits by providing coaching, increasing their feedback from 92.1%overall to 94.9%.

English & French Language Trainer & Mentor

Comte de Sibour

- Managed a portfolio of 40 clients.
- Grew monthly recurring revenue by 80%

Business Development Manager

Embassy of France to Botswana

- Managed the Embassy’s website and Facebook page (article and post creation, engagement).
- Created the France-Botswana Business Club; organized roundtables with Botswana business leaders and managed social media communications.

Postgraduate Fellow

The 👻 | I Ghostwrite Educational Email Courses And LinkedIn Content For SaaS Founders | Turn LinkedIn Into A 6-Figure Revenue Stream

Growth Marketer

Stop obsessing about how good your landing page looks and start focusing on your copy and traffic.

That's where the money is. 

The High-Converting Ugly Landing Page

Founder: “How do I know if my marketing is working?”
Me: “You have to measure it at 4 different levels.”

Level 1 measures marketing’s contribution to business goals.

This is the most important thing: as long as it helps the overall business meet its growth/revenue/profit objectives, you’ll be fine.


Level 2 focuses on individual key actions that contribute to the realization of business goals: campaigns.

In this example, we have 3 campaigns:

1. Product launch,
2. Demand gen
3. Lead gen.

Here you want to measure each campaign’s contribution to the progress of the marketing plan.


Level 3 targets individual channels:

- Which one(s) are performing well
- Which ones aren’t?

Be careful here: just because a channel isn’t performing in terms of metrics doesn’t mean that it doesn’t help other channels perform.

For example, LinkedIn ads may not convert, but they drive the kind of awareness that makes cold outreach more effective.


Level 4 focuses on individual tactics within a channel.

Think:

- Message testing,
- Creative testing,
- Format testing
- Etc…

Regardless, your north star metric should be the realization of your business goals.

This is what will keep your company alive (and thriving).

Just don’t be like 95% of marketers and obsess over level 3 and 4.

Clickthrough rates, Cost per click and Cost per 1,000 are meaningless per se.

You need to analyze them in the context of your campaign and marketing goals.


PS: This diagram and model come from the book The Next CMO. Good read - highly recommend.

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