Roxane Chabassier - Growth Director, Saya Agency

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Work Background

Hanna AnderssonDigital Marketing Director | Freelance

Sep. 2024Los Angeles, California, United StatesAs the Freelance Digital Marketing Director for Hanna Andersson, I manage paid social campaigns with a monthly budget of $1.5M, focusing on maximizing reach, engagement, and sales. I am responsible for overseeing all aspects of the creative strategy for ads, ensuring they align with brand goals and resonate with the target audience. Key responsibilities include: Managing and optimizing monthly ad budgets of $1.5M across platforms like Meta, TikTok, and others. Developing and executing creative strategies for social media advertising, ensuring high-quality, on-brand content that drives performance. Reporting and analyzing campaign performance using Power BI and other analytics tools to track key metrics and derive actionable insights. Developing and adjusting monthly budget strategies to ensure optimal allocation and efficiency across all platforms. Collaborating with cross-functional teams to align advertising efforts with broader marketing objectives. By focusing on data-driven decision-making and constant optimization, I work to ensure that every dollar spent generates the highest return, driving growth for Hanna Andersson’s digital presence.

GrubhubPaid Social Influencer Campaign Manager | Freelance

Mar. 2023 - Dec. 2023Los Angeles, California, United StatesAs a Paid Social Influencer Campaign Manager for Grubhub, I led paid social campaigns with a focus on whitelisting ads and collaborating with influencers to amplify brand visibility and engagement. By partnering with key influencers whose content resonated with Grubhub's target audience, we were able to drive brand awareness and create authentic connections with consumers. Key responsibilities included: Implementing whitelisted influencer ads to extend the reach of organic content and maximize paid media performance. Collaborating with influencers to create engaging, branded content that resonated with target audiences. Managing paid social campaigns across multiple platforms, ensuring seamless integration of influencer content within ad strategies. Optimizing ad spend and performance based on real-time data to ensure maximum ROI. Analyzing campaign performance and reporting on key metrics to refine strategies and improve results. This strategy of combining influencer marketing with paid social ads helped Grubhub enhance its brand presence, engage with new audiences, and increase conversions.

Pink LilyDigital Marketing Director | Freelance

Jan. 2023Los Angeles, California, United StatesMonthly Ad Budget: $350k/month As the Freelance Digital Marketing Director for Pink Lily, I manage ad budgets of $350K+/month across paid search, paid social, email marketing, SMS, and more. My focus is on developing and executing data-driven marketing strategies that drive explosive growth for this fast-growing online fashion boutique. Key achievements include: 158% increase in website traffic 145% increase in brand awareness 162% increase in click-through rate (CTR) 174% increase in conversion rate (CVR) 169% increase in sales revenue 151% increase in social media engagement I played a key role in transforming Pink Lily’s marketing approach, optimizing budget allocation, refining funnel strategies, and creating compelling creative content. By leveraging a multi-platform strategy across Google Ads, Bing Ads, Meta Ads, TikTok, LinkedIn, Twitter, Snapchat, and Pinterest, I drove targeted traffic, improved conversions, and significantly enhanced brand visibility. The strategy focused on data analysis to allocate budgets efficiently and optimize performance across all channels. The result was explosive growth in traffic, increased brand awareness, and revenue generation, solidifying Pink Lily’s position in the competitive online fashion market.

Canon USAGrowth Marketing Manager | Freelance

Aug. 2022 - Mar. 2023Growth Marketing Manager | FreelanceAs a Freelance Growth Marketing Manager for Canon, I led digital marketing efforts with ad budgets of $1M/month across multiple paid social and paid search platforms, including Pinterest, LinkedIn, TikTok, Meta, Google, and Bing. My role focused on driving growth through data-driven marketing strategies, optimizing budget allocation, and maximizing ROI across all platforms. Key responsibilities included: Managing ad budgets of $1M/month to optimize campaign performance and drive customer acquisition. Developing and executing growth-focused strategies for paid social and paid search across platforms like Pinterest, LinkedIn, TikTok, Meta, Google, and Bing. Analyzing campaign performance and making data-driven decisions to ensure high ROI and performance metrics. Collaborating with cross-functional teams to align marketing initiatives with broader business goals and product launches. Testing and optimizing creative content, audience targeting, and bidding strategies to improve key performance indicators (KPIs). Reporting on campaign performance, providing actionable insights and recommendations for future campaigns. Through these efforts, I helped Canon strengthen its online presence, improve conversion rates, and effectively reach its target audience with compelling, strategically placed ads.

Bath & Body WorksDigital Marketing Lead | Freelance

Aug. 2021 - Oct. 2023Los Angeles, California, United StatesMonthly Ad Budget: $5M-$7M/month As a freelance Digital Marketing Lead, I optimized Bath and Body Works’ digital advertising strategy, focusing on driving purchase conversions and maximizing return on investment (ROI) through Meta and TikTok ads. By leveraging advanced targeting capabilities and creative collaboration, we achieved significant results, including: 152% increase in purchase conversions 138% increase in ROI 146% increase in click-through rate (CTR) 133% decrease in cost per purchase 167% increase in social media engagement 159% increase in website traffic The strategy involved comprehensive audience research, creative development, and continuous platform optimization. Meta and TikTok were chosen for their popularity among the target demographic, allowing us to strategically place ads within user feeds. Influencer collaborations further amplified brand visibility, driving engagement and purchase intent. By utilizing rigorous testing methodologies and refining our approach in real-time, we successfully reduced cost per purchase while increasing sales and customer engagement. This campaign solidified Bath and Body Works’ digital marketing foundation for continued growth in the competitive retail landscape.

MarketerHireGrowth Marketing | Freelance | Paid Social, Paid Search, Email Marketing, Social Media, Influencer

Jul. 2019United StatesMonthly Ad Budgets: $150k-$7M/month As a Freelance Growth Marketing Manager, I partner with clients through MarketerHire to manage diverse portfolios and lead marketing campaigns that drive measurable results across digital channels. I focus on building strong relationships, optimizing performance, and ensuring that marketing strategies are executed to align with each client's business objectives. Key Responsibilities: Serve as the primary point of contact for clients, creating tailored marketing strategies that meet their unique needs. Lead the development and execution of integrated campaigns across digital advertising campaigns. Collaborate with creative, media, and strategy teams to optimize campaign performance and align with brand goals. Analyze key performance metrics (CAC, ROAS, CPA) to optimize campaigns and maximize ROI. Manage client budgets efficiently, ensuring effective use of resources while meeting KPIs. Identify growth opportunities to expand client relationships and build long-term partnerships. Achievements: Successfully managed multi-million dollar campaigns across diverse industries, consistently exceeding client expectations. Implemented innovative strategies that led to significant increases in client ROI. Optimized cross-channel campaigns, enhancing overall performance and achieving high results. Skills: Client Relationship Management Campaign Strategy & Optimization Budgeting & Financial Management Cross-Channel Marketing Data-Driven Marketing ROI Analysis & Reporting

Babe OriginalGrowth Marketing Manager | Freelance

Jun. 2019 - Sep. 2021Los Angeles, California, United StatesMonthly Ad Budget: $300k/month At Babe Lash, ad spend was scaled from $20K/month to over $300K/month in just six months, resulting in a 342% increase in ad revenue and a 400% year-over-year increase in web revenue. Focus was placed on identifying high-performing channels, leading to the launch of new platforms such as Google Search, Shopping, Display, YouTube, TikTok, Pinterest, Snapchat, Criteo, and Bing. To navigate the iOS 14 update, testing of different conversion settings and windows was conducted to enhance results and strengthen the algorithm. Budgets were reallocated to top-performing channels, ensuring continued growth during this shift. Collaboration with the social media team on influencer content and UGC revealed TikTok as a key driver of performance. This partnership contributed to the brand’s most successful Black Friday/Cyber Monday (BFCM), with revenue growing from $1M the previous year to $4M.

TikTokPaid Social Campaign Manager | Freelance

Mar. 2017 - Dec. 2017Los Angeles, California, United StatesMonthly Ad Budget: $1M/month As part of TikTok’s brand awareness strategy when first entering the US market, a $1M Taco Bell campaign was launched in 2017, aiming to reach audiences across the country. The campaign’s success led to a boost in spend just a month after its initial launch. New channels including Facebook/Instagram, Snapchat, Pinterest, and TikTok were integrated into the campaign, helping to expand reach and drive engagement. Through rigorous audience testing, new niche audiences were identified across the US, while creative and copy testing significantly improved click-through rates (CTRs), driving stronger performance and higher engagement across all platforms.

BELLA+CANVASDigital Marketing Director

Jun. 2016 - Aug. 2019Los Angeles, California, United StatesBella+Canvas (Owner of Alo Yoga) Monthly Ad Budget: $500k/month As the Digital Marketing Director at Bella+Canvas, I oversaw all aspects of our digital marketing strategy, ensuring alignment with the company’s growth objectives. I led efforts across paid social, paid search, email, SMS, affiliate marketing, and influencer partnerships, managing a monthly budget of $500K to drive measurable results across multiple channels. A key milestone in my tenure was launching the Bella+Canvas retail store in October 2019, where I spearheaded the digital marketing initiatives for this new venture, alongside the launch of our e-commerce platform. My leadership in this project helped establish Bella+Canvas’ strong presence both in retail and online. I continued to drive digital growth for Bella+Canvas, focusing on building impactful strategies that resonated with our audience, delivered on performance goals, and amplified the brand’s reach.

Fox Digital, LLCAccount Director

Mar. 2012 - Jun. 2016Los Angeles, California, United StatesAs an Account Director at Fox Digital Agency, I led digital marketing initiatives for a diverse portfolio of clients across industries such as beauty, fashion, tech, automobile, and insurance. I was responsible for managing large-scale budgets of $5M+/month, driving strategic direction, and overseeing the execution of high-impact campaigns. My role involved collaborating with cross-functional teams to develop and implement data-driven marketing strategies that aligned with clients’ business objectives and delivered measurable results. I built strong relationships with key stakeholders, ensuring seamless communication and execution of campaigns while continually optimizing performance across various digital channels. By leveraging insights and industry knowledge, I helped clients navigate the ever-evolving digital landscape, delivering on KPIs and driving business growth.

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