David Dana

Animation & Activation Plan With regions, define and secure the deployment of an efficient app animation plan tailored to different markets, ensuring alignment with the overall brand vision and marketing calendar. Secure the consistency and the perfect execution on the App of each activation driven by Media, marketing, commercial, CRM, etc. Work closely with transversal teams to ensure app-exclusive campaigns and activations align with broader brand initiatives. Recommend app-exclusive campaigns, special content needs, and events to engage users and enhance their app experience Feed Branding digital team based on your App success background and our business & brand app ambition, to define the best activations and advantages to launch on the app, to strongly increase user engagement. Support media team in push notifications and smart alerts activation plan based on user interests and behaviors App Performance Management Analyze and monitor the app’s performance across various international markets, leveraging KPIs to optimize user engagement, retention, monthly active users, conversion rate, etc. Collaborate with Mobile App Product feature team in strategies definition to improve app functionality and performance while ensuring alignment with regional business goals. Recommend A/B test to optimize the App journey and its efficiency Build and share performance dashboards to feed regions and digital product teams to improve the global performance of the App Define and challenge on what to incentive markets (App download, retention rate, share of sales by the app, etc..) E-Merchandising Optimization Co-define with Global Emerch the app’s e-merchandising strategy by optimizing product displays, promotions, and navigation to maximize sales, monthly active user, session time, etc. To boost engagement, recommend product exclusive and personalization strategies Collaborate with cross-functional teams to implement best practices for product assortment, seasonal campaigns, and promotional events Omni Channel Vision & Strategy Ensure seamless integration of the app within the brand’s omnichannel ecosystem, creating synergies between physical stores, e-commerce platforms, and the app. Advocate for the app’s role as a key touchpoint in the customer journey Work with e-commerce and retail teams to create seamless digital-to-physical experiences Support media team in geo-targeted offers recommendations when users are near a store or relevant location Innovation & Continuous Improvement Recommend enhancements and improvements for the app based on market trends, user feedback, and performance data. Stay ahead of mobile trends, competitor activities, and emerging technologies to suggest new features and improvements. Collaborate with product and tech teams to prioritize and implement updates that enhance the app’s functionality and user experience. Community Facilitation & Stakeholder Management Build and nurture a community of app-related stakeholders, including internal teams, regional managers, and external partners, to ensure alignment with business and brand objectives. Act as a facilitator and key point of contact for regions, providing support, training, best practices and resources to local teams. Facilitate knowledge-sharing across regions to drive app success globally Build the communication with financial team on app performance and its specificities for the executive committee.

Mobile App Growth speaker : - mobile user acquisition - ASO - Growth - mobile analytics : tracking, user flow, KPI'S set up

Course theme: Creating a mobile marketing strategy Related skills: Product Management - Digital Marketing.

App Growth : - ASO (App Store Optimization) IOS & Android. - Acquisition strategy : search - social media - - Performance-based app install campaigns (CPI/CPA). - Platform management: Appsflyer, Adjust, Batch, AppFollow, Apptweak, Mixpanel, Amplitude. - Creation of guidelines and training sessions and workshops for: ASO methods - App Installs action plans - Activation plan - Push notification cases. - Reporting: App Installs volume, MAU (monthly Active Users), Revenues, Transactions (AOV), App CVR, app ratings and reviews (Ratings & Reviews). Clients : - FIDME - LVMH Sephora EME - MyHotelMatch - Memorizer - Foodchéri - Ulysse - Keed

Creation of a marketing action plan: product, branding, PR, acquisition, social networks, CRM... Creation of an MHM brand platform and DNA: style, tone, values, typography, colors... Definition and implementation of the app's User Flow.

Audit, support, and implementation of App Store Optimization on IOS and Android. Implementation of a mobile acquisition strategy through Search, Social Ads, and Influencers. Assist with service monetization plan.

Governance of Sephora mobile applications in Europe and the Middle East on the E-Business level, with 14 countries namely 30 applications: Tasks: ASO (App Store optimization) IOS & Android: - Co-drafting of the stores' product pages for a better ASO (title - subtitle - keywords - descriptions - app screens - app video) - App Ratings & Reviews - Tracking the ranking of apps in App Stores in the Shopping category. Implementation of a mobile acquisition strategy - Support and monitoring of countries and their agencies in their Installs app performance campaigns (CPI/CPA) - Performance analysis (results of weekly, monthly installs, monitoring of reports and projections) - Continuous improvement of action plans during weekly meetings Support and monitoring of performance in operating countries - New User Engagement (Revenues, TRC, Purchasing, Tracking Projections) - Continuous improvement action plan during weekly meetings Platform management (administrator) - Appsflyer: Installs & post installs - Onelink - redesign of the tagging plan - Batch: monitoring of Push notifications & In App campaigns - user base - redesign of the tagging plan - AppFollow: ASO & Ratings & Reviews Creation of guidelines and training and workshop session - The ASO methods - App Installs Action Plans - Animation on Batch (push notifications) - Using Appsflyer (understanding, Skan Network, cohort, creating tracking link) Animation of Apps for operating countries: - Monitoring and accompanying action plans - Proposing new business solutions - Country support for all topics related to apps (incident - advice - verification) Reporting to Sephora Management about Apps (weekly and monthly) based on the following KPIs: - Volume of applications installed - MAU (Monthly Active Users) - Revenues - Transactions (AOV) - App CVR - Ratings & Reviews

DIGITAL/MOBILE AGENCY: - Mobile strategy consulting - Mobile development: IOS - Android - mobile site - Responsive Design - UX/UI - Marketing and Display Mobile

Collaboration with brands to work on their digital marketing strategies. - Application expert: IPHONE-ANDROID. - Consulting on acquisition and loyalty strategies – media – negotiation and purchase of space - Recruitment, management, training and coaching of marketing and sales teams - Customers: Easyflirt – Mobpartner – Wimdu (Rocket Internet) - Voyages SNCF – Lavazza – Icade.

Launch of a Business Unit: recruitment and management of a team of 4 people. Sales development: team objective achieved in the first year: €1.4 million Evangelisation of mobile media among agencies and advertisers, Customers: IBM – 118218 – Monoprix – Société Générale – Gemey Maybelline … Award: Youth Marketing Strategies with L'Oréal Gemey Maybelline

Advice and marketing of display advertising and event operations to a portfolio of advertisers and agencies: OMD – Carat – Ubi Bene – Pro Deo – Adidas – Carrefour – Intermarché – Poweo. Annual Personal turnover: €1M, on a target of €800K, or 120%

Development of the sponsoring activity in Football CA Annual personal: €1M, on a target of €800K CLIENTS: LAVAZZA, UNILEVER, PRINGLES, UIP, SODEBO, DUC, NESTLÉ, COCA…

Marketing of radio advertising space, IDF sector, major account advertising division. Exceeded monthly targets: between +150 and +200%