Anne-Claire Lanotte

As Digital Marketing and Communication Manager, I drove the company's digital presence and strategy, focusing on Lead Generation, website development, content creation, and paid social media campaigns. My key responsibilities and achievements included: ✅ Website Redesign & Content Performance Optimization Redesigned three Benelux websites, leading editorial strategy, SEO, and content architecture — resulting in a 65% increase in new business requests submissions and 30% growth in web sessions (2024 vs. 2023). ✅ Multi‑Format Content Production, Campaign Management & CRM Workflow Creation Directed full‑funnel content production and lead‑generation campaign journeys, delivering multi‑format and multi‑channel assets including webpages, videos, ebooks, podcasts, and blog posts. Managed the complete end‑to‑end production cycle and integrated all assets within CRM lifecycle automation. Ensured message clarity, format consistency, editorial planning, and strategic distribution across all digital channels. Developed SEO/GEO‑optimized content, e‑commerce product pages, and CRO improvements to enhance visibility and conversion performance. ✅ Paid & Organic Digital Media Activation Management • Managed digital communication and marketing campaigns across LinkedIn, Meta, Google Ads, targeted mailings, and newsletters, driving brand visibility and lead generation in the B2B industrial market (including B2B2B and B2B2C). • Developed omnichannel distribution strategies through distributor networks, sales teams, CSCs, and partners. • Expanded influence and affiliation programs to strengthen reach and engagement. • Delivered +1.6M€ in incremental revenue through targeted activations. ✅ Budget Management & Agency Coordination Oversaw a €70K annual content budget, balancing in-house production with external agency collaboration to scale delivery across channels and formats. ✅ Internal Communication & Intranet Redesign Piloted the redesign of the Northern Europe Cluster intranet, enhancing internal communications through improved content strategy and stakeholder engagement. ✅ Strategic Communication for Large-Scale Projects Led strategic messaging and content promotion for the EU-funded Elygator H2E project, targeting institutional audiences and aligning with European Innovation Fund objectives.

As Digital Marketing Manager, I spearheaded the digital transformation and e-commerce growth for the Benelux region, driving significant online sales and brand engagement across diverse B2B and B2C sectors. My key achievements include: ✅ E-commerce B2B Platform Launch (Benelux): • Led the successful launch of the myGAS e-commerce platform, managing both external communications and internal change strategy. • Orchestrated a 360° rollout including paid campaigns, SEO-optimized webpages, targeted mailings, and employee engagement initiatives. • The project earned the global “GYM Award” for excellence in digital transformation, and e-commerce sales quadrupled from €28K to €120K in two years through strategic content creation, SEO, and omnichannel activation. ✅Digital Marketing Strategy & Channel Creation • Pioneered the development of a new digital sales channel for the Benelux market, where no structured digital marketing previously existed. Designed and launched persona-based customer journeys supported by a full-funnel content strategy and marketing automation. • This omnichannel approach covered SEO, paid media, email campaigns, and influencer partnerships and led to a +275% increase in B2B lead generation. ✅ Internal Change Communication & Adoption • Directed internal change communication for the digital transformation, organizing training sessions, animating a network of champions, and producing engaging content to foster employee buy-in and platform adoption.

✅ Strategic Customer Project Management Piloted the launch of two strategic digital transformation projects — the first e-commerce platform (myGAS) and the Voice of Customer (VoC) Program — both successfully scaled globally across the Air Liquide group. ✅ Coordinated a cross-functional team (IT, Change Management, Marketing/Communication, Product Team) and conducted in-depth analysis of customer feedback to inform UX and content improvements. Oversaw technical support activities including bug identification, data cleaning at registration stage, and KPI reporting. ✅ Led digital project management activities: organized steering committees, structured agile sprints, and managed UAT phases to secure a smooth launch. Managed website content via Drupal and Magento, optimized SEO, and collaborated with agencies to improve user design and conversion paths. Rolled out digital annual and transactional satisfaction surveys: prepared datasets, automated survey flows, trained local sales reps for close-the-loop actions, and supported adoption of VoC software. Mapped customer journeys, implemented NPS tracking, and established a continuous improvement framework to address pain points and elevate service quality throughout the customer lifecycle. ⭐Key results: +30% increase in NPS between 2017 and 2018 Global rollout of both digital initiatives across the Air Liquide group