Marina Benkirane

Grow revenues of my business unit by increasing the subscriber base, boosting their Life Time Value, enlarging the product portfolio, managing P&L and developing my team. • Business development: recruited external partners and launched 6 video training programs. • Email campaigns: conducted conversions campaigns that brought up to 25% new subscribers. • On line acquisition: oversaw strategy and designed a digital customer journey resulting in doubling the subscriber base of one publication. • Copywriting: wrote 20+ sales letters to convert prospects and monetize subscribers, +30 landing pages to generate leads, hundreds of ads for Facebook, Google, affiliates and e-mails to grow my business. • List building : build a new e-letter from scratch (editorial positioning, website, community, acquisition strategy, emails sequence). • Budget management: gained +23% EBITDA by optimizing P&L. • Team management: coached, trained and hired a team of 15 editors, marketers and techs.

In a booming start-up, drive and structure the marketing department. Define and conduct the marketing roadmap: product launches, promotional offers, e-mail campaigns, acquisition strategy. Set up high efficient work processes and define marketing KPIs. Manage, mentor and hire new talents. • Acquisition: +600K leads per year through SEA, SEO, affiliation, petitions. • Customer monetization: +50% revenues in one year (cross-sells, upsells, marketing automation). • Product launch: 2 new publications, 3 video programs, 2 stand-alone products generating +10M€. • Customer care optimization: improved the customer journey to boost loyalty (up to 70% retention for publications). • Team management: structured the marketing department by fixing individual objectives, allocating resources, implementing workflows. Managed 3 remote employees. Recruited and trained 25 new marketers.

Drive and implement the marketing and communication strategy. Monitor the budget. Lead the sales department (30 people) for 7 months as an interim manager. Team management (up to 35 people). • Designed the digital TV offer (content, prices, segmentation): +44% margin on the main TV package • Handled agreements with international media groups: launched 70 new digital channels • Worked with R&D and finance teams to launch new products (a new HD box, VOD, CI+ card) • Grew brand awareness and ensured brand equity across all platforms (website, social ntw, PR, events...) • Defined sales targets and commercial roadmap and led the sales teams (call center, sales representatives, points of sales) to meet the objectives • Conducted large acquisition campaigns: increased customer acquisitions by 10%. • Defined and executed a loyalty program: gained +18% vs 2019.

Define the communication strategy. Manage external agencies. Drive 360° communication campaigns (+13 pts brand awareness). Develop digital marketing via an app. Reposition the brand and launch a new advertising concept (received an award for the HD TV launch campaign). Monitor market research to measure ads impact. Control the budget.

Launch a new e-commerce platform to grow on line sales (+400%). Adwords campaigns to increase on line traffic (+15%). Launch a loyalty program and initiate digital communication with subscribers (e-mailings, newsletters). Define KPIs and create dashboards for tracking on line performances. Define and execute direct marketing plans (mailing and telemarketing) for acquisition (up to 28% return rate on a campaign).

Drive acquisition plans on dish and DSL markets, working directly with the CMO (up to 16% return rate on the DSL acquisition plan). Work on the new brand positioning and market segmentation. Make marketing recommendations to decision makers on new projects (DTT, HDTV, Mobile TV).

Develop audience and revenues for the interactive gaming channel through advertising campaigns (TV ads, print, web) and partnerships (Barbie, Orange). Honored in 2003 with a “Stratégies Monomédia” award for the Orange interactive campaign on TPS.