Maxime Lapraye

Advised private equity funds and executives on investment decisions through digital maturity assessments and transformation roadmaps. • Led cross-channel digital marketing strategy (paid search, paid social, SEO, programmatic) for brands across FR, BE, UK and US markets, managing annual media budgets exceeding €20M. • Drove DTC and e-commerce growth for client portfolios, optimizing full-funnel performance across acquisition, conversion, and retention, tracking ROAS, CAC, LTV:CAC, and NTF metrics. • Designed and oversaw email and lifecycle marketing programs, leveraging customer segmentation and behavioral data to improve repeat purchase rates and long-term retention. • Conducted digital maturity assessments and due diligence for private equity funds, providing executive-level strategic recommendations on media performance and growth potential. • Built and mentored a team of 15+ digital marketing professionals; fostered a culture of accountability, speed, and data-driven decisionmaking. • Oversaw SEO strategy (on-page, technical, off-page) and led MarTech integration using tools such as BigQuery, ETL pipelines, Make, and OpenAI to automate reporting and personalization at scale. • Managed agency and partner relationships across markets, ensuring cost-efficient delivery and performance alignment.

Part of a team of experts that help businesses to build the platforms for e-commerce success through large scale implementation of digital transformation projects, re-brands, training & operational media support across a diverse range of industries. My team covers both development, analysis and benchmarking of: • Communications Strategy & Cross-Channel Creative Strategy • Traditional & Digital Media Mix Definition • Media Governance & Operations Automation • Cross Media/Creative Tracking & Reporting • Cross Channel Audience Definition & Strategy • Community Management Auditing & Roadmapping • Paid Search Auditing & Roadmapping • Paid Social Auditing & Roadmapping • SEO Operations & Roadmapping

• Design and implement business strategies, tactics and reporting • Set comprehensive goals for performance and growth • Establish policies that promote company culture and vision • Oversee daily operations of the company and the work of different teams • Lead employees to encourage maximum performance and dedication • Evaluate performance by analyzing and interpreting data and metrics • Assist CEO with new business opportunities and day to day management tasks. • Participate in expansion activities (new business and partner acquisition, recruitment, management strategy etc.) • Manage relationships with partners/vendors • Develop new products/services and tools to implement in Canada and share with other offices worldwide • Work with international offices to reinforce knowledge sharing and process implementation worldwide

• Lead account strategy and partner with clients as an influential, trusted expert. • Confidently, competently, and efficiently launch, manage and strategically optimize paid media campaigns across all platforms (Search, Social, Automation) • Mentor and manage other members of the team on strategy and execution. • Analyze campaign data to glean and articulate meaningful, actionable insights.

• Assist with the planning and management of paid search campaigns across the major search engines • Perform daily & Weekly account optimizations for keywords and ad copy • Maintenance of account budgeting & pacing • Compilation of post-launch reporting and insights • Assistance with all strategic planning, objectives, tactics and budget proposals • Perform daily/weekly/monthly paid search performance reporting and dashboard updates • Assist with the management of display marketing and SEO requests from clients • Provide recommendations and execute strategies • Optimize all bid strategies to hit CPA/ROI goals