Valérie Berges

SCOPE • Led end-to-end digital projects across website, e-commerce and customer experience ecosystems • Managed cross-functional collaboration between marketing, IT, Brand Home and external agencies • Oversaw website evolution (Drupal 9 → 10 → 11), ensuring performance, security and scalability • Defined tracking, data and analytics frameworks (data layer, dashboards, CRM integration) • Drove SEO, content and visibility strategies across international markets • Supported omnichannel initiatives including online booking and e-reservation • Contributed to digital governance: accessibility compliance, consent management (OneTrust), security and data processes • Led RFPs and vendor selection for UX design, development and content strategy KEY ACHIEVEMENTS • Coordinated major platform migration (Drupal), improving performance, scalability and security • Led the definition and kickoff of a full website revamp project, including stakeholder alignment, scoping and vendor selection • Defined advanced tracking and data frameworks, enabling better performance monitoring and decision-making • Launched new e-commerce and booking capabilities (SevenRooms, Order Anywhere), creating new revenue opportunities • Developed and optimized customer journeys (Brand Home, CRM, Brand Home email automation) to enhance engagement and conversion • Rolled out SEO and content strategies, including AI-driven content initiatives • Strengthened omnichannel experience (store locator, web-to-store, international landing pages, local activations) • Improved compliance and governance (accessibility, GDPR, consent management, backend security) • Coordinated multiple international launches and campaigns (US Open, Formula 1, seasonal campaigns), ensuring consistency and performance

Brought in to lead a rapid digital acquisition transformation and drive scalable growth in a high-demand education environment. SCOPE • Defined and executed the digital marketing roadmap (2023–2024) aligned with business objectives • Led acquisition strategy across paid media and lead generation channels • Managed budget planning, allocation and performance optimization • Oversaw agencies and coached internal team (including junior talent) • Designed and implemented A/B testing and conversion optimization strategy • Cleaned and restructured advertising accounts to improve efficiency and scalability KEY ACHIEVEMENTS • Delivered up to +200% lead growth with only +13% budget increase, significantly improving acquisition efficiency • Built and deployed a full digital roadmap, providing clear structure and direction to the team • Launched and scaled new acquisition channels (TikTok Ads, Snapchat Ads, media partnerships) • Optimized conversion funnels and landing pages, improving lead generation performance • Restructured underperforming campaigns and accounts, restoring performance and ROI • Successfully coached and onboarded a new Head of Acquisition, ensuring continuity and team performance

Founded and developed an e-commerce business from the ground up, leading all aspects of digital strategy, brand development and growth. SCOPE • Defined business model, value proposition and go-to-market strategy • Built and launched the e-commerce platform (WordPress / WooCommerce) • Led end-to-end digital ecosystem: website, acquisition, content and customer experience • Developed and executed SEO strategy to drive organic growth and visibility • Managed brand identity and creative direction across all digital touchpoints • Drove customer acquisition through digital channels and performance optimization • Monitored performance and continuously optimized conversion and user journeys KEY ACHIEVEMENTS • Successfully launched and scaled an e-commerce business from concept to market • Built a fully functional digital ecosystem, including website, branding and acquisition strategy • Developed organic acquisition through SEO and content strategy • Created a consistent brand experience across all customer touchpoints • Demonstrated strong ownership across strategy, execution and performance

Brought in to diagnose and improve digital performance across acquisition, conversion and CRM in a complex and regulated environment. SCOPE • Conducted end-to-end analysis of acquisition strategy and conversion funnels • Identified growth opportunities across paid, owned and CRM channels • Led conversion rate optimization initiatives (UX, user journeys, A/B testing) • Designed and executed CRM campaigns (Email & SMS) to improve engagement and retention • Provided technical recommendations (WordPress, security, performance) • Collaborated with internal teams and external partners to implement improvements KEY ACHIEVEMENTS • Delivered a full conversion funnel audit, leading to improved lead qualification and user journey optimization • Identified and recommended new acquisition levers to support lead generation growth • Optimized UX and conversion paths through A/B testing and customer journey improvements • Audited and improved chatbot and callback tools (iAdvize), enhancing customer interaction performance • Implemented new digital services (cyber assistance widget) to enrich user experience • Launched innovative CRM initiatives (including voice-based campaigns) to increase engagement

Led digital growth, acquisition and transformation across a portfolio of international brands, operating at Head of Digital level in a multi-market retail environment. SCOPE • Owned B2C & B2B digital acquisition strategy across France, Benelux and international markets • Managed a €3M budget with strong focus on ROI and performance • Led a team (4 direct reports + 20 cross-functional stakeholders) • Acted as Interim Digital Director (3 months) • Defined and executed omnichannel strategies (web-to-store, CRM, local visibility) • Led SEO, UX, tracking and analytics to improve conversion and performance • Drove digital transformation across marketing, IT and business teams KEY ACHIEVEMENTS • Delivered +20% lead growth and contributed to +10% in-store revenue from digital channels • Increased brand awareness (+2 pts in 6 months) across key markets • Led major website redesigns and platform transformation, including new brand launches • Migrated ecosystem to a centralized digital factory, improving scalability and efficiency • Built and deployed a comprehensive SEO strategy (agency selection, roadmap) • Strengthened omnichannel performance and web-to-store impact • Implemented robust tracking and data frameworks to support decision-making • Enhanced digital governance (GDPR, consent management, processes) • Drove adoption of digital practices across the organization

Led acquisition strategy and performance optimization across multiple e-commerce platforms within one of France’s largest retail ecosystems. SCOPE • Managed a €7.2M acquisition budget across multiple product categories and websites • Defined and executed acquisition strategy across paid media, marketplaces and partnerships • Collaborated with cross-functional teams (e-commerce, marketing, product, data) and external agencies • Oversaw product feed management (Lengow) to improve visibility and performance across channels • Monitored performance metrics and implemented data-driven optimizations • Improved conversion journeys and user experience across e-commerce platforms • Identified and developed new growth levers (influence, co-branding, partnerships) KEY ACHIEVEMENTS • Optimized acquisition performance across a €7.2M budget, improving efficiency and ROI at scale • Diversified traffic sources through new channels and strategic partnerships • Strengthened marketplace and price comparison strategy (Idealo and key platforms) • Contributed to improved conversion performance across multiple e-commerce websites • Supported development of influence and co-branding initiatives, enhancing visibility and engagement

Led acquisition and e-commerce growth strategy in a retail environment, driving performance across online and in-store channels. SCOPE • Managed a €1.4M acquisition budget with strong ROI and performance focus • Defined and executed acquisition strategy across paid media, SEO, partnerships and marketplaces • Led and developed a team (1 direct report + 9 cross-functional stakeholders) • Managed agencies and performance across all acquisition channels • Developed web-to-store strategy to drive in-store traffic (Waze, geolocated SMS, programmatic display) • Led SEO strategy (content, technical optimization, netlinking) across multiple brands • Monitored performance and optimized acquisition and e-commerce KPIs • Drove digital transformation initiatives (process optimization, training, stakeholder alignment) • Developed new revenue streams through site monetization and partnerships KEY ACHIEVEMENTS • Increased qualified traffic and improved e-commerce and omnichannel performance • Built and deployed a web-to-store strategy, strengthening the link between digital and physical retail • Led SEO transformation (agency selection, strategy, site structure optimization) • Redesigned site taxonomy and user journeys, improving navigation and conversion • Developed marketplace and comparison engine presence (Kelkoo, Consobaby, etc.) • Implemented e-reputation strategy (Avis Vérifiés), improving brand perception • Launched influence and partnership campaigns, including exclusive branding operations • Created new revenue streams via monetization and strategic partnerships

Responsible for leading performance-driven digital acquisition across a multi-brand travel portfolio, managing an annual budget of approximately €5M. SCOPE • Owned and optimized key acquisition channels: affiliation, price comparison platforms, display, email marketing, retargeting, and strategic partnerships • Defined and managed acquisition costs optimization through an internal multi-touch attribution model • Built and scaled a partner ecosystem including affiliates, publishers, comparison sites, and email partners • Coordinated cross-functional stakeholders (CRM, tech, marketing) to ensure execution and performance alignment • Managed one direct report in a cross-functional structure • Drove acquisition strategy across multiple high-traffic travel brands KEY ACHIEVEMENTS • Launched Real-Time Bidding (RTB) as a new performance acquisition channel, expanding reach and improving campaign granularity across display ecosystems • Introduced email retargeting campaigns, increasing user reactivation and improving conversion rates from engaged traffic • Designed and implemented a multi-brand affiliate pricing grid, improving profitability control and partner performance management • Structured the affiliate strategy and tagging framework, enabling more accurate attribution and better investment allocation • Developed and expanded a strategic partner portfolio (comparison engines, editorial sites, email publishers), including active prospecting and negotiation • Improved overall acquisition efficiency across channels through continuous performance monitoring and data-driven optimization

Supported HP’s e-commerce growth strategy for hp.com by managing key performance marketing channels and contributing to conversion optimization across multiple audience segments (consumer, SMB, and reseller). SCOPE • Managed core digital acquisition channels: affiliate marketing and email campaigns for HP’s online store • Coordinated affiliate marketing activities on a CPA model, including partner management and campaign optimization • Developed and executed monthly performance marketing strategies aligned with commercial objectives • Produced and deployed creative assets (banners, e-coupons, display creatives) across affiliate networks • Managed end-to-end email marketing campaigns: segmentation, template creation, routing, and performance tracking • Worked closely with analytics tools (Omniture) to monitor traffic, conversion paths, and on-site customer journeys • Provided data-driven recommendations to improve website content, user experience, and conversion performance • Delivered weekly performance reporting to marketing stakeholders KEY ACHIEVEMENTS • Improved affiliate program performance through structured campaign management and continuous optimization of CPA-based partnerships • Designed and deployed targeted email marketing campaigns across B2C, SMB, and reseller audiences, enhancing engagement and conversion performance • Contributed to on-site conversion rate optimization by analyzing user journeys and identifying friction points using Omniture analytics • Strengthened performance tracking and reporting processes through structured weekly dashboards and actionable insights • Supported the optimization of product and landing page content based on data-driven recommendations • Enhanced cross-channel marketing consistency by aligning affiliate, email, and onsite messaging strategies

Supported the execution of multi-channel communication and marketing projects for high-profile corporate and institutional clients, contributing to both digital and offline campaign delivery. SCOPE • Assisted in the development and rollout of multi-channel communication plans (print, web, email marketing, etc.) • Coordinated event logistics and stakeholder management, including briefing and supervising external vendors (technical teams, production, video, photo, press) • Managed website content updates using HTML, ensuring accuracy and alignment with campaign objectives • Contributed to data collection and analysis (customer satisfaction surveys, brand awareness studies) to support marketing recommendations • Supported preparation of client steering committees and contributed to strategic marketing recommendations • Worked across a diverse portfolio of clients including major corporations and institutions (Ecole Centrale Paris, Total, PSA Peugeot Citroën, Technip, ING Direct, World University Sports Challenge) KEY ACHIEVEMENTS • Contributed to the successful execution of integrated communication campaigns across multiple channels (digital and offline) for high-profile clients • Supported end-to-end event coordination, ensuring seamless execution across multiple stakeholders and vendors • Improved website content accuracy and responsiveness through hands-on HTML content management • Delivered insights from satisfaction and brand perception studies, helping inform client communication strategies • Participated in strategic client meetings and contributed to marketing recommendations presented to senior stakeholders • Gained early exposure to multi-client agency environments, strengthening project management and prioritization skills under tight deadlines

Supported internal communication and employee engagement initiatives within a large international organization, contributing to HR communications, onboarding programmes and digital collaboration tools. Scope • Supported the development of internal communication campaigns and employee engagement initiatives. • Coordinated with internal stakeholders and external agencies to deliver communication materials. • Managed HR intranet content and contributed to digital communication projects. • Assisted in onboarding programmes, employee events and satisfaction surveys. Key Achievements • Contributed to strengthening internal communication and employee engagement initiatives. • Supported the enhancement of HR digital content and onboarding experiences. • Developed strong project coordination, stakeholder management and communication skills within a large corporate environment.