Luke Raben

Parfumado

Responsible for all new customer acquisition and brand growth for Parfumado & Rocket Campaigns in The Netherlands, Belgium and the UK. 

Responsibilities:

- Head of User Acquisition for all markets
- Manage paid Meta, TikTok, Snapchat & Google accounts
- Influencer Marketing Manager
- Manage a 6+ figure monthly growth budget
- Head of Performance Creative Strategy (creative research, development, and iteration)
- Manage a team of 3 FTE's
- Growth and strategic management of new channels.
- Web development and conversion rate optimization together with Head of Growth and UX lead, aligned with Growth and Business goals

Results achieved:

> On average +15% overperformance on monthly targets while consistently keeping CAC 20% below target
> Overperformance on inflow & CAC while spending 5% below budget resulting in positive EBITDA marketing contribution
> Introduced performance UGC agency to performance & creative mix, resulting in 250% increase in UGC ad output and 20% reduction in Meta CAC
> Scaled influencer marketing to 6 figures while decreasing CAC by 5%, and increasing inflow share from 20 to 26%
> Introduced and scaled micro-influencers to the influencer marketing mix with the help of platforms such as Influentials
> Launched successful brand co-creations "You're a Winner Baby" with Fred van Leer and "Silky04" with Jade Anna van Vliet

Growth Manager

I am responsible for driving the growth of the Parfumado brand and customer base in The Netherlands and expanding Parfumado & Rocket Campaigns into the UK and Belgium.

Responsibilities:

- Head of User Acquisition
- Manage paid Meta, TikTok, Snapchat & Google accounts
- Manage a 6+ figure monthly growth budget
- Lead Paid Creative Strategist (creative research, development, and iteration)
- Influencer Marketing Manager
- Manage 2 FTE's
- Growth and strategic management of new channels.
- Web development and conversion rate optimization together with UX lead, aligned with Growth and Business goals

Results achieved:

> Developed & implemented new prospecting and remarketing acquisition funnels for paid social
> 55% decrease in FB CAC and 600% increase in new subscribers in The Netherlands in less than 4 months
> 80% decrease in FB CAC and 550% increase in new subscribers in the UK in 4 months
> 50% YoY increase in Influencer Marketing Spend and 130% YoY increase in conversions from Influencer Marketing while keeping CAC stable.
> Implemented new test & learn strategies for paid social; oversaw 20+ growth experiments first 4 months
> Developed the creative strategy for paid social, focusing on increased UGC content and iterative testing
> Introduced new WoW with Design & Creative team which led to a 200% increase in creative output for paid social per month
> Managed multiple external agencies working on new data analytics, data visualization, and audience segmentation projects

Find out more about Parfumado on https://parfumado.com/

Growth Marketer

Boldking

Responsible for driving the growth of the Boldking brand through online and offline channels. My responsibilities include:

- Head of Owned Channels (Website, Social, Blog)
- Operational management of paid Facebook, Snapchat, TikTok & YouTube accounts.
- Influencer Marketing lead
- Growth and strategic management of new channels.
- Web development and conversion rate optimization aligned with Growth and Business goals.
- Creative development & iteration.

Results achieved:

> Developed & implemented the global content strategy which resulted in +20% and +35% followers on Instagram & LinkedIn in 4 months
> +200% output and +170% traffic on the Boldking blog in 4 months
> Implemented paid social & creative test and learn processes; oversaw 40+ growth experiments in 6 months
> Developed new customer acquisition funnel which led to a 14% decrease in CAC for paid channels and +30% increase in conversion rate
> Restructured and optimized team reporting structure and frequency for increased team visibility and alignment.
> Introduced first internal Growth and Company-wide newsletters for streamlined internal communications.


Find out more at https://www.boldking.com/nl/en-gb/about or if you want to join the team, check out the careers page: https://join.boldking.com/

Inner Circle

Responsible for managing key paid (social) advertising accounts for key ANGLO, EMEA, and Expat markets. This includes Facebook, Instagram, Apple Search, Google Adwords, Snapchat, and other channels. 

- Monthly market media/channel budget plan and execution
- Day-to-day campaign management and optimisation; for Facebook & Instagram, this is predominantly through Smartly.io 
- Brand Campaign media planning and execution (incl. Meet your match, Table for 2)
- A/B testing technical updates, landing pages, targeting, copy, and creatives
- Innovation project on full-funnel optimisation, with specific focus on activation and retention of important segments in a key market
- Creative development and testing

Results achieved:

> 80,000+ new Inner Circle members across my markets
> Developed and implemented regional "Meet your match" digital paid media strategy
> Oversaw the launch of full-funnel acquisition, retention and activation strategies within key UK markets - resulted in 20% uplift in active members and +10% month-on-month retention
> Conducted 50+ growth experiments (landing pages; a/b tests; copy & creative tests)

"The Inner Circle: Fastest growing tech company in The Netherlands" - 2018 Deloitte

Performance Marketer

ESOMAR

Within the role of Senior Digital Marketing Executive I am responsible for the strategy, execution and analysis of ESOMAR’s multi-channel digital marketing campaigns. From planning to content creation, I run 360° cross-platform campaigns with email marketing funnels as well as social media management to an online audience of over 60K followers. Through product testing and innovation research, I have launched new digital marketing content-driven campaigns and content series which have lead to a 15% increase in conversions to corporate channels and products. I worked closely with the international network of ESOMAR stakeholders and across product lines such as legislative lobbying, events and sales for product launch and product development marketing. In this role, I am also the Young ESOMAR Society community manager and am in charge of its website’s development and testing. Further developing my public speaking skills, I am responsible for coordinating and co-hosting our online TV broadcasts, ESOMAR TV as well as global data and insights summits.

Senior Digital Marketing Executive

Within the role of digital marketing assistant, I was responsible for supporting the execution of key marketing and communications channels and campaigns. My contribution to the marketing department was centered around two areas:  implementation and analysis.
 
Implementation:
- Supporting the social media and email marketing team and the daily content output, as well as creating online engagement campaigns per products and services. I created strategies and collateral for increasing of our social media following as well as ran audience campaigns and community engagement projects on our key channels – email, LinkedIn and Twitter.
- In charge of research and outreach to stakeholders, building up ESOMAR’s Influencers network on social media
- Supported the Young ESOMAR Society project as a comms liaison on the project, offering website content update and general comms support where needed (emails, media partners, brand design, copy writing)

Analysis
- Intelligence support to the marketing department via daily monitoring for news, content and trends on social media and media, while preparing performance reports on our digital platforms, all provided in team briefings which I lead and coordinated.
 - I executed campaign and website monitoring and was in charge of innovation research and competitor analysis. Through this, I assisted in setting up performance benchmarks, as well as offered strategy and growth hacking approaches to improving performance of our digital channels.

Digital Marketing Assistant

Jawa Sport Amstelveen

Customer relations and interactions (in both Dutch and English); Relating in-depth product knowledge and advice to customer; Point of sale management; Stock management

Customer Relations & Sales Specialist

Burberry

I interned with the Digital Platforms and Social Media teams, working closely on email, Burberry.com, Burberry App, and Burberry social media, helping to strengthen the strategy across these platforms. During my time at Burberry, I attended relevant meetings for each team, taking notes and shadowing team members, including a Digital Kick-Off brainstorm consisting of the entire Burberry Digital team. During my time with the Social Media team, I analysed and presented my findings on both Burberry's and its competitors' strategies for YouTube as a platform; my findings contributed to the new Burberry YouTube strategy going forward. Additionally, I worked on social listening surrounding the Burberry couture capes exhibitions, and presented analysis back to the social team, which was then shared with multiple teams within the company. Furthermore, I worked on improving the current direction Burberry will take with regards to Music, contributing to their overall strategy.

Digital Marketing and Social Media Intern

IKEA Group

Maintaining and refilling store stock; collecting in-shop and online orders

Logistics Intern

International School of Amsterdam

Editing and writing content for new community website;
Coordinating events between in-school service groups and outside companies including Kikkoman and Green Team

Communications Intern

Growth Manager @ Parfumado | Discover a new perfume every month

I am a data-driven full-funnel marketer helping drive growth with digital psychology, digital communications, and creative innovation.

Used to working under pressure in fast-paced and scale-up environments, I am a strategic thinker and tactical problem solver with a proven track record of facilitating brand growth by leveraging online audiences’ behaviors.

As a multilingual, global citizen and psychology graduate, who has lived in multiple different countries and experienced different cultures, I am a strong advocate for the importance of collaboration and diversity of thought and cultures.

Currently leveraging digital channels to optimize and drive the growth of the Parfumado brand. I am responsible for brand growth, key paid social accounts, and website CRO, to increase customer acquisition and retention in The Netherlands as well as leading the expansion of the brand into the UK and Belgium.

I am responsible for driving the growth of the Parfumado brand and customer base in The Netherlands and expanding Parfumado & Rocket Campaigns into the UK and Belgium.

Responsibilities:
- Head of User Acquisition
- Manage paid Facebook, Snapchat, TikTok & Google accounts
- Manage a 5+ figure monthly growth budget
- Influencer Marketing lead
- Growth and strategic management of new channels.
- Web development and conversion rate optimization aligned with Growth and Business goals.
- Creative development & iteration.

Results achieved:

> Developed & implemented new prospecting and remarketing acquisition funnels for paid social
> 55% decrease in FB CAC and 600% increase in new subscribers in The Netherlands in less than 4 months
> 80% decrease in FB CAC and 550% increase in new subscribers in the UK in 4 months
> Implemented new test & learn strategies for paid social; oversaw 20+ growth experiments first 4 months
> Introduced new WoW with Design & Creative team which led to a 200% increase in creative output for paid social per month
> Managed multiple external agencies working on new data analytics, data visualization, and audience segmentation projects

Find out more about Parfumado on https://parfumado.com/

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