Jean-Baptiste Lasneau

– Managed over +10M€ in acquisition (Meta, GA, Tiktok) – Built scalable ecosystems: Data, Creative Strategy, Media Buy, CRO, CRM, Automation – Expertise: Pilotage & Optimisation de vos campagnes Meta Ads, Recommendations sur vos funnels (Landing Page, Form, Chatbot), Mise en place de la méthodologie CRO | A/B Testing, Analyse de vos datas End-to-End, Automatisation des process via des outils tels que Make ou Zapier, Intégration IA: Création de Gpt personnalisé, Scénario de réactivation via E-mailing & SMS – 4 years of experience as Head of Business Unit at hipto, a start-up that became a scale-up in the ultra-competitive lead generation industry, with a 100% results & performance oriented mindset – Proven results: CA and net margin growth > 100% in 1 year, Managed budgets of 500.000€/month, Successful launch in new markets & countries, Multi-sector expertise: Habitat, Télécom, Assurance, B2B, E-commerce ..., Supported major accounts leaders in their market: Internet, Système d'alarme, Panneau Solaire etc – Approach: Transparence, Pédagogie, Communication, Partage, Combining creativity and data to identify the most impactful growth levers, Focus on continuous optimization and test & learn.

– Managed a team of 7 people (Media Buyer, Designer, CM) – Developed the roadmap for Paid acquisition strategy (Meta, Tiktok, Snapchat), Search (Google & Bing) & Native (Taboola & Outbrain) – Ensured the growth of the Home Services Business Unit (Solar, Alarm, Shower, Stairlift...) – Proposed marketing & commercial solutions to client problems – Collaborated with all departments (Dev, CSM, Sales, Legal, HR ...) – Objectives: Achieved various OKRs: Net margin, Revenue, Margin rate, % Customer Performance, Diversified marketing mix, Optimized & Automated processes – Proven results: 200% revenue growth, Achieved client performance objectives, Launched Search (Google, Bing), Native (Taboola, Outbrain) and TikTok on the BU, Recruited and trained 3 new employees

– Acted as right-hand to the new Head of Growth – Objective: Realign competencies & expertise within each BU | Boost acquisition and know-how – Mission: Audited all accounts to ensure best practices were applied, Developed CRO methodology applied to chatbots and landing pages, Implemented a structured and scalable A/B testing process, Trained new employees and created a Notion-based training hub, Acted as an 'emergency' intervention to improve struggling advertising accounts, Led group work on: Media Buying, funnel optimization & creative brainstorms, Point of contact with Meta & Taboola account managers + external providers

– Managed Lead Generation campaigns in Paid Media: Facebook & Instagram Ads, Tiktok – Launched Paid Search & Native Ads campaigns: Google, Taboola – Optimized funnels: chatbot, landing page, instant form – Provided creative briefs to designers – Proven results: Managed budget: 10,000€/day, Notable clients: Top 3 French telecommunications market players, 500% increase in revenue in 1 year

– Collaborated with PPM & PMs dedicated to SME and VSE products within the Product Marketing team – Performed a wide range of missions to develop transversal skills: – Analyses & Excel Tools: Created a spreadsheet to simulate different client migration scenarios to new Sage products and estimate benefits/risks, Created files for smoother filtering/processing of retention discussions based on dissatisfaction reasons, Created profitability calculation tools for various criteria, and for several products & services (notably for the Training service) – Process Improvement: Redesigned the internal portal dedicated to sales, Optimized & simplified processes related to retention / churn, Created a catalog presenting partner services – Participated in the creation of new offers – Portfolio Rationalization: Weekly monitoring of the End of Life cycle for concerned products – Competitive intelligence: on services, on product features, on new SaaS products

– Linked the commercial team (7 salespersons), the manager, and the Marketing manager. – Missions: File Qualification, Competitive Intelligence, Benchmarking, Phoning, E-mailing Campaigns, Product Innovation, Portfolio Management, Prospecting (Fairs, Phoning, Client meetings), Sales Analysis