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Het resultaat

Sinds de start van Kevin bij Gabson heeft hij zijn kennis ingezet om zowel D2C- als B2B-resultaten te versterken. Voor IMAGE Skincare zijn alle D2C-targets tot zover behaald en presteerden actiecampagnes boven verwachting. Daarnaast heeft Kevin de B2B-acquisitie opnieuw ingericht en een nieuwe salesfunnel gepresenteerd, die nu voor een groot deel wordt uitgerold. Bij de lancering van AM.PM Skincare heeft hij waardevolle inzichten gedeeld met het team, waaronder het inzetten van video’s, UGC, reviews en hoe we de productpagina’s kunnen optimaliseren voor meer conversies. Ook heeft Kevin via Klaviyo geautomatiseerde e-mailflows opgezet voor B2B, waarmee we contactmomenten automatiseren en werken aan hogere conversie.

De uitdaging

Gabson wilde de maandelijkse D2C-omzetdoelen behalen en tegelijkertijd groeien in de B2B-markt. In de B2B-markt wilden zij in 2025 een X-aantal nieuwe huidprofessionals aantrekken. Daarnaast was de lancering van de nieuwe AM.PM Skincare-lijn een prioriteit. In september vindt hun tweede lancering plaats. Het omzetdoel voor het eigen skincaremerk AM.PM bleek echter te ambitieus en zal helaas niet worden gehaald worden dit jaar. Wel kunnen zij de andere doelen behalen, zoals het verzamelen van een X-aantal e-mailadressen en een X-aantal Instagramvolgers.

Kevin heeft de volledige Google Ads- en Meta Ads-campagnes overgenomen, geoptimaliseerd en uitgebreid waar nodig was. Daarbij werd aangegeven dat er soms extra budget nodig was om te kunnen opschalen. Verder heeft Kevin vooral veel aangeven hoe het nieuwe merk beter op de markt gezet kan worden, aan de hand van data en kennis heeft Kevin dit kunnen onderbouwen. Verder is er met het marketingteam gekeken naar de optimalisatie van productpagina’s, de doelgroep en de manier waarop de producten van AM.PM het beste naar de consument gecommuniceerd kon worden. Daarnaast heeft Kevin de Google Ads voor IMAGE Skincare verder proberen te verbeteren, meegedacht over de B2B-aanpak en gewerkt aan het opzetten van e-mailflows en een nieuwe salesfunnel voor B2B.

Kevin is gestart met een analyse van eerdere campagneresultaten om inzicht te krijgen in wat in het verleden goed werkte en waar verbeterpunten lagen. Daarnaast is er concurrentieonderzoek gedaan door Kevin binnen de skincarebranche om actuele trends en effectieve visuals te herkennen.

Omdat de skincaremarkt sterk leunt op visuele aantrekkingskracht, heeft Kevin het belang van hoogwaardige content benadrukt. Er zijn concrete voorbeelden en marktdata aangeleverd door Kevin om te laten zien hoe visuals direct invloed hebben op campagneprestaties. Zeker bij een nieuw merk en al helemaal in de skincare markt.

De B2B-salesfunnel welke Kevin heeft uitgewerkt bestond uit vier pijlers: een aantrekkelijk aanbod, duidelijke contactmomenten, consistente opvolging en sterke visuals om leads te overtuigen. In eerste instantie lag de focus op een training als instap, maar na een sparsessie werd besloten dit te vervangen door een gratis kennismakingsvideo met een concreet aanbod aan het einde. Vervolgens zou de account/sales manager persoonlijk contact opnemen, waarna leads konden instappen met starterspakketten en uiteindelijk doorgroeien naar een high-end pakket.

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De Aanpak

Voor deze opdracht maakte Kevin gebruik van de volgende kanalen: Google Ads, Meta Ads, Klaviyo, Google Analytics en Looker Studio.

Google Ads
De meeste omzet komt uit Google Ads. Voor D2C zijn zoek- en Performance max campagnes geoptimaliseerd. Met zoekwoordenonderzoek en getest met targeting hebben we de zichtbaarheid in de skincaremarkt vergroot en de maandelijkse D2C omzet doelen tot zover behaald.

Meta Ads
Facebook- en Instagramcampagnes verbeterd met sterke visuals en nieuwe pakkende copy. Door een combinatie van conversiecampagnes en remarketing hebben we nieuwe klanten bereikt én bestaande klanten teruggebracht naar de webshop.

Klaviyo
Nieuwe e-mailflows opgezet voor B2B-leads. Denk aan welkomflows en lead nurturing, afgestemd op de nieuwe B2B-salesfunnel.

Google Analytics
Continu website- en campagneprestaties geanalyseerd om optimalisaties door te voeren en campagnes op data te sturen.

Looker Studio
Niet zelf gebouwd, maar Kevin heeft wekelijks overleg overleg gehad met zijn collega die de dashboards maakt en bijhoudt. Hij hield Kevin op de hoogte en samen sparden zij hoe de conversies vergroot konden worden. Zowel voor AM.PM als voor Image Skincare. Deze dashboards werden gebruikt om de KPI’s te bespreken en om marketingbeslissingen te nemen op basis van actuele data.

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Resultaten

Sinds mijn start bij Gabson heb ik mijn kennis ingezet om zowel D2C- als B2B-resultaten te versterken. Voor Image Skincare zijn alle D2C-targets tot zover behaald en presteerden actiecampagnes boven verwachting. Daarnaast heb ik de B2B-acquisitie opnieuw ingericht en een nieuwe salesfunnel gepresenteerd, die nu voor een groot deel wordt uitgerold. Bij de lancering van AM.PM Skincare heb ik waardevolle inzichten gedeeld met het team, waaronder het inzetten van video’s, UGC, reviews en hoe we de productpagina’s kunnen optimaliseren voor meer conversies. Ook heb ik via Klaviyo geautomatiseerde e-mailflows opgezet voor B2B, waarmee we contactmomenten automatiseren en werken aan hogere conversie.

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Er is namelijk altijd wel wat te doen en geen week ziet er hetzelfde uit."},"child_css":{},"css":{},"id":"Quote_2","label":null,"module_id":191630456690,"name":"Quote_2","order":30,"smart_type":null,"styles":{},"type":"module"},"Stats_1":{"body":{"description":"Meer conversies","module_id":191630456696,"value":"+6,4%"},"child_css":{},"css":{},"id":"Stats_1","label":null,"module_id":191630456696,"name":"Stats_1","order":21,"smart_type":null,"styles":{},"type":"module"},"Stats_title":{"body":{"html":"

De resultaten

Als Product Manager bij Vue Cinemas heb ik mij de afgelopen jaren gericht op het optimaliseren van de website en app om de gebruikerservaring te verbeteren en de conversie te verhogen. Door A/B-testen, UX-optimalisaties en gerichte verbeteringen voor zowel de desktop- als mobiele versie hebben we de online customer journey efficiënter gemaakt.

De uitdaging

Vue Cinemas wil de optimale beleving aanbieden aan iedereen die de bioscoop wil of gaat bezoeken. Dat bezoek begint eigenlijk al voordat de bioscoop zelf wordt bezocht, op bijvoorbeeld de website of app. Het is dus de bedoeling dat het online proces vooraf aan een bezoek zo vlekkeloos mogelijk verloopt. Er valt veel te winnen bij de optimalisatie van de online platformen, iedere procent toename van het doorklikpercentage in de conversiefunnel maakt verschil in de gebruiksvriendelijkheid van duizenden mensen en daarbij de omzet van Vue.

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De aanpak

Het development team is week in week uit bezig om de gebruiksvriendelijkheid zo veel mogelijk te waarborgen en verbeteren waar mogelijk. En voor dit proces is er een product manager nodig. Iemand die het product, de website en app beheert. Maar het zijn niet alleen de bezoekers die je zo goed mogelijk moeten helpen, het zijn ook je collega’s. Zo maken wij gebruik van een custom made CMS die uiteraard gebouwd is voor de collega’s. Ook zij moeten vlekkeloos met de website kunnen werken waar nodig is.

Als product manager bij Vue Cinemas ben ik dus niet per se bezig met een marketingvraagstuk zoals SEO, SEA of contentmarketing. Eigenlijk ben ik bezig met een proces dat nooit stopt. Er is namelijk altijd wel wat te doen en geen week ziet er hetzelfde uit.

Bij het uitvoeren van zo'n grote optimalisatieslag sta ik er gelukkig niet alleen voor; ik werk nauw samen met de specialisten van Endeavour. Terwijl zij de grootschalige, strategische tests en complexe data-analyses voor hun rekening nemen, zorg ik er inhouse voor dat alle verbeteringen soepel en veilig landen en meegenomen worden in de sprints van het development team.

Binnen Vue werken wij met een 2-wekelijkse sprint via de software Jira. Zo bestaat ons bord uit verschillende onderdelen, denk aan in progress, client review en ready for live. Om te zorgen dat dat allemaal volgens de planning verloopt, ben ik daar dagelijks mee bezig. Soms bestaat dat uit het aanmaken van tickets en/of een sprint, het geven van feedback of het testen van de nieuwe features/ applicatie.

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Waar ik trots op ben

Een van de mooiste resultaten vind ik dat ik al bijna drie jaar met veel plezier voor zo’n mooi bedrijf mag werken. De verantwoordelijkheid die ik binnen het team krijg en de ruimte om mijn eigen identiteit en visie kwijt te kunnen in mijn werk, maken deze rol extra bijzonder.

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resultaten

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de aanpak

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Het resultaat

Door consistent te werken met een contentplanning konden alle marketingkanalen structureel gevuld worden. Dit zorgde voor een aanzienlijke toename in online zichtbaarheid. De nieuwe huisstijl werd hierbij consequent doorgevoerd, wat bijdroeg aan een sterkere merkuitstraling. Het resultaat: het websiteverkeer bereikte een recordhoogte en de conversies worden inmiddels nauwkeurig gemonitord. Hierdoor kan er gericht worden gestuurd op verdere optimalisatie.

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De uitdaging

Bij Avics werd er hard gewerkt aan het opnieuw opzetten van de marketing- en communicatieafdeling. Er was al een Brand Manager en een Marketing- en Salesmanager aangetrokken, maar om écht stappen vooruit te zetten, was er meer nodig. Iemand die de online kanalen nieuw leven kon inblazen – vooral na de lancering van hun vernieuwde huisstijl en website. De oplossing? Een allround online marketeer die dit traject kon versterken.

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De aanpak

Tijdens mijn tijd bij Avics heb ik een breed scala aan marketingwerkzaamheden uitgevoerd. Zo verzorgde ik nieuwsbrieven en gerichte mailings voor specifieke doelgroepen. Daarnaast was ik verantwoordelijk voor het creëren van uiteenlopende content voor de website, zoals blogs, vacatures, klantcases, categoriepagina’s en het optimaliseren van de websitestructuur. Ook ontwikkelde ik content en campagnes voor LinkedIn, waarmee we de zichtbaarheid en betrokkenheid op sociale media wisten te vergroten.

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Hier ben ik trots op

Om structuur aan te brengen in alle marketingactiviteiten, heb ik een Trellobord opgezet waarmee overzicht werd gecreëerd in alle lopende en geplande taken. Dit maakte het eenvoudig om te zien wie waarbij betrokken moest worden, wat zorgde voor een efficiënte samenwerking. En daarbij heeft de nieuwe medewerker alle toekomstplannen netjes op een rijtje om over te nemen.

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Het resultaat

Bij Dopper is Dion aan de slag gegaan als Performance Marketing specialist. Hij was verantwoordelijk voor het opzetten en monitoren van verschillende paid advertisement campagnes. Denk hierbij aan het inrichten en monitoren van Google Ads en het opzetten van social ads.

De uitdaging

Tijdens de periode bij Dopper kwamen diverse marketinguitdagingen naar voren. Er was behoefte aan effectieve campagnes op non-branded en seizoensgebonden zoekwoorden, in een concurrerend speelveld. De lancering van nieuwe campagnes, zoals voor het Steel-product, vereiste volledige opbouw vanuit het niets. Binnen Europa moest op meerdere markten tegelijkertijd worden gecommuniceerd rond thema's als vader- en moederdag, met oog voor lokale nuances. Daarnaast speelde de noodzaak om merkbekendheid te vergroten in groeimarkten zoals Frankrijk en Spanje.

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DE aanpak

Intern ontstond de behoefte aan een nieuwe manier van campagne-evaluatie, waarbij sturen op POAS in plaats van ROAS centraal kwam te staan. Verder was het essentieel om bestaande campagnes continu te optimaliseren en inzichtelijk te maken in rapportages voor stakeholders. Ook werd er een nieuwe online naamsbekendheidscampagne gelanceerd voor een groter deel van de EU.

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Hier ben ik trots op

Door het fijne team waar we in werkten kon ik direct een vliegende start maken. Samenwerken werd enorm gestimuleerd en ik kon altijd bij iemand terecht als ik een vraag had. Door dit warme onthaal en de korte lijntjes kon ik meteen effectief aan de slag. Mede door de goede sfeer zag ik de mogelijkheid om mijn verse inzichten open te bespreken met het managementteam, wat heeft geleidt tot de opbouw en uitvoering van mijn eigen online naamsbekendheidstrategie voor Dopper's groeiende ambities in de Europese markt!

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