Building a full-scale marketing and communication department from scratch to reposition a B2B brand through strategy, content, SEO, and digital performance.

Context & objectives
Résultis Group, a multi-location accounting firm, had low brand visibility, no digital strategy, and an outdated website.
The mission: to build an in-house marketing and communication department, reposition the brand, and generate qualified leads through a strong digital ecosystem.

Role & responsibilities

• Created and led the marketing & communication department from the ground up.
• Conducted a full audit (competitive analysis, client surveys, SWOT, PESTEL, Porter).
• Defined the brand identity, positioning, and employer branding.
• Led the website redesign: content strategy, UX/UI testing, SEO optimization, agency coordination.
• Deployed a local SEO strategy (Google Maps, reviews, local search optimization).
• Implemented LinkedIn and Facebook campaigns, CRM initiatives, and automation workflows.
• Managed KPIs and performance dashboards (traffic, conversion, community growth).

Methodology :

• End-to-end strategic and operational approach: analysis → planning → execution → measurement.

Tools : WordPress, LinkedIn, Facebook, Google Analytics, Google My Business, Excel, Power BI.

Results :

• +35% increase in organic traffic after website relaunch.
• ×3 growth on LinkedIn and +900% increase in Facebook followers.
• 30+ qualified business opportunities generated via social media.
• Top 3 Google Maps ranking for all regional offices.
• Enhanced brand consistency and market visibility.

Context:
Within a major international industrial building group (plasterboard, insulation, concrete), Etex aimed to improve the performance of its CRM strategy and the consistency of its digital campaigns across Europe.
The objective was to rationalize customer databases, automate email marketing campaigns, and strengthen coordination among subsidiaries (Siniat, Promat) to enhance deliverability and engagement.

Role & Responsibilities:
As a Digital Project Manager and CRM Manager, I led the implementation of HubSpot as the new automated campaign management tool, ensuring thanks to Belgium Digital and technical expert seamless integration with Salesforce and data systems such as InRiver and Power BI.

Key responsibilities included:

• Mapping all forms of Siniat and Promat website, redaction of brief and functionnal specifications for new forms and analytical dashboard
• Data analyse and data transfert
• Conducting a comprehensive audit and data cleansing (removing duplicates, qualifying inactive or obsolete contacts, and departed employees).
• Designing multi-segmented automation workflows.
• Creating and managing email campaigns across multiple targets
• Optimizing deliverability to reach 98–99%, and increasing open rates by 10%.
• Analyzing campaign KPIs and Driving technical team to build performance dashboards for email campaign in Power BI for internal reporting.
• Coordinating with international teams (Belgium, Ukraine, Spain, etc.) to help to standardize CRM processes and share best practices.

Methodology & Execution:

• The project followed an Agile / Scrum approach, with deliverables divided into iterative releases (V1, V2) over a three-month period.
• Phase 1 – Audit & Scoping: Form analysis, CRM, CMS, former Emailer and data analysis, and drafting of functional specifications.
• Phase 2 – Deployment & Testing: Validation of HubSpot setup by the belgium team, deliverability testing, and test of tracking put in place by technical digital belgium team.
• Phase 3 – Training, Continuous Improvement & processing : Communication team training, explanation of various workflow and campaign performance review, and sequence optimization and process documentation created.

Key Tools:
HubSpot, Salesforce, Power BI, Miro, Optimizely, WordPress, Excel, Word, Power Point.

Results:

• +10% increase in email open rates and 98–99% deliverability.
• Standardized CRM workflows implemented across five countries.
• Automated Power BI dashboards providing shared visibility for marketing and sales teams.
• 25% reduction in CRM processing time compared to previous workflows.

Key Skills Demonstrated:

• International project management · CRM expertise · Agile coordination · Data analytics · Cross-channel campaign management · Intercultural communication · ROI-driven mindset · Continuous improvement.

Accelerating SME growth through full-funnel digital strategies combining SEO, SEA, and website redesigns to deliver measurable ROI.

Context & objectives :
As a freelance digital marketing consultant, I supported various businesses (real estate, construction, industrial, and services sectors) in improving their online acquisition strategies and digital performance.

Main objectives:

• Increase visibility and qualified lead generation.
• Optimize customer acquisition costs.
• Modernize websites to improve UX and conversions.

Role & responsibilities :

• Digital Project Lead overseeing end-to-end campaign management and performance tracking.
• Designed and optimized multi-channel SEA campaigns (Google Ads, Meta).
• Conducted SEO audits, created optimized content, and rebuilt site structures.
• Managed website redesigns, including KP1 (precast concrete industry), focusing on product systems and technical terminology.
• Built and monitored KPI dashboards (ROI, ROAS, CTR, CPC).
• Collaborated with external partners for content and social activation.

Methodology :

• Comprehensive project cycle: audit → strategy → implementation → reporting.

Tools: Google Ads, Google Analytics, Search Console, SEMrush, WordPress, Excel, Power BI, Meta Ads Manager.

Results:

• +30% organic traffic growth after SEO and technical improvements (KP1).
• +60% revenue increase for a property diagnostics company through SEA and SEO.
• 80%+ conversion rate on qualified leads from Google Ads campaigns.
• Average of 27 leads/month with minimal drop-off.
• Top 3 Google Maps ranking for local business keywords.

Structuring and securing business data through the design of a custom CRM that doubled the client database and improved visibility across the entire sales cycle.

Context & objectives
The ESSI Group, a B2B service provider, faced fragmented data systems and limited visibility into commercial performance. The project’s goal was to develop a custom in-house CRM, centralizing all client, prospect, and activity data to enhance sales tracking, reporting, and lead management.

Role & responsibilities

• Digital Project Manager, in charge of the complete CRM redesign.
• Created the functional specification, mockups, and implementation roadmap.
• Defined team roles and coordinated between developers and business stakeholders.
• Led data migration and enrichment: field mapping, deduplication, and integration of newly purchased datasets.
• Delivered the project in three agile-based versions (V1–V3).
• Built analytical dashboards for sales performance tracking.
• Conducted training sessions and user onboarding.

Methodology :
Iterative, lot-based project delivery (V1 to V3).
Key phases: audit, functional design, data migration, user testing, training, and rollout.

Results
Database doubled in size and scope.
Centralized and reliable sales data improving day-to-day operations.
Elimination of duplicate entries, improving lead qualification and speed.
Comprehensive sales and marketing dashboards implemented.
Increased data-driven decision-making across departments.

Acting as the bridge between developers, engineers, and marketers to turn technical complexity into accessible, high-value digital experiences.

Context & objectives
Within the Etex Group, the main goal was to enhance customer experience and modernize digital tools for two flagship brands: Siniat and Promat.

For Siniat, the mission was to rebuild a gypsum system calculator to provide accurate product quantities and integrate carbon impact and technical datasheets.

For Promat, the goal was to develop an international selector tool to help professionals choose compliant fire-protection systems.

Methodology
Managed under Agile/Scrum, with international sprint-based governance.
Contributed to testing phases, functional validation, local adaptations, and launch coordination.

Results
Improved data quality and consistency across systems.
Enhanced accuracy and user adoption for Siniat’s calculator.
Increased visual and functional quality for Promat, deployed in 10+ countries.