Growth Tribe

My role as Growth Product Manager is enabling Growth Tribe to be fast and agile in the development, adaptation and optimisation of its websites to best support all marketing and sales efforts. With the support of a team of up to 3 developers, my main objectives and priorities are as follows:

➊ Website Building and Maintenance
 ‣ Setting clear objectives, strategy and roadmap
 ‣ User-centric design and development
 ‣ Agile project management
 ‣ Performance monitoring, tracking & reporting

➋ Website and Conversion Optimisation
‣ Setting clear conversion goals and KPIs
‣ User experience analysis
‣ CRO process
‣ A/B testing
‣ Copywriting
‣ Conversion funnel analysis
‣ Personalization and segmentation

➌ Viral Growth Engine Creation and Maintenance
In 2022, I led a highly successful viral campaign that brought in over €2.18 million in sales for the company. Our Return on Ad Spend (ROAS) was an impressive 37.28:1, and our Customer Acquisition Cost (CAC) was just €24.73. That year, more than a third of Growth Tribe customers were coming from that acquisition channel.

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Growth Tribe is a leading digital learning platform for individuals & organisations, specialising in Data & AI, Growth & Marketing, Business & Innovation. We empower learners to acquire the most in-demand digital capabilities through actionable, hands-on and enjoyable courses & learning programs. We have trained more than 35.000 people and 1.000 teams across the globe.

Growth Product Manager

PastBook

My role is cross-functional between the marketing team and the product team but more specifically, I am in charge of:

➊ Conversion Rate Optimization process
     ‣ Research phase (quantitative & qualitative analyses)
     ‣ Hypothesis phase (backlogs management & prioritizations)
     ‣ Design phase (wireframing & quick prototyping)
     ‣ Implementation & testing phase:
          –– front-end experiments myself
          –– back-end experiments closely with developers
     ‣ Monitoring, analyses & presentations of the results

➋ Development & continuous maintenance of the PastBook website (WordPress environment)

➌ Geographical business expansion project by launching MVPs to quickly enter new markets

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Named as one of the fastest growing companies in the Netherlands for 3 years in a row and ranked in the top 20 of the Financial Times Europe's list of Fastest Growing Companies, PastBook is an 8-figure e-commerce website creating Photo Books and many other photo products in 1 click with AI-driven smart selection algorithms directly from Facebook, Instagram or from any device.

CRO Specialist - Rapid Experimentation

TRICOBEL SA

Implementation of a digital and multi-channel strategy to generate quality traffic and build customer loyalty for the e-commerce site Espace Mode (https://www.espacemode.be/), a Belgian fashion retailer with a network of 10 physical stores.

The mission took place during the update of the Espace Mode website, so it was then also necessary to organize the SEO migration of the website and optimize the users' web experience in order to improve the conversion rate.

E-Commerce Manager Intern

Amanote

Daily management of the marketing actions of the Amanote note-taking software.

Marketing Manager

Z-App

Sales Representative at Z-app as student job. This job consists of attracting new customers to its services. I used some tools to do this job like CRM. Furthermore, Z-App is a start-up, so I worked in an entrepreneurship atmosphere. This company provides a web solution that helps professionals or companies to deal with their customers' meetings efficiently.  Z-app is a Web solution developed in Liège allowing on one hand an effective management of professionals' schedule (diary) and, on the other hand, an effective communication between these and their customers, in particular via SMS.

Sales Representative

Miche Au Lait

"Miche Au Lait" is a brand that I launched in 2010 with some friends during high school. The idea came to us because we wanted to have our own T-shirts and because we were tired of conformism among the young and the desire they had to try to be like their classmates.

Our surroundings appreciated our first clothes and the idea of ​​marketing is gently born. We printed in screen printing: a printing method not wearing out after three washes and not crackling while ironing. We wanted to be pride of "Miche Au Lait" because it was not only a question of printing t-shirts but also to make them and therefore to organize meetings to create our own logos with our graphic designers. But that wans't all. Indeed, it was also necessary for us to organize shooting sessions to get our own visuals, fashion shows to showcase our products.

It was also necessary to learn to manage our contents on social networks and contact various events organizers to set up partnerships! 

Moreover, we also developed a large number of logos and sweaters for schools in the region (such as Liege 1, Marie Therese, Sainte Veronique, Saint Servais, Waha, ...).

Founder

Fascinated by digital since ever, I took a global interest in digital marketing before realizing that conversion rate optimization specifically was based on all the pillars I am most interested in: creativity, user research, UX/UI design, web development, digital psychology, statistics and data analysis.
 
Avid learner, I'm always looking to get a bit better everyday to become a real Swiss Army knife of growth hacking and bring as much impact as possible.

All my actions and decisions are justified by data and experiments: no room for gut feeling.

I don't take myself seriously, but my passion for Growth and the ongoing improvements of my CRO process are very serious. 

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