SMG is the result of a joint venture between TX Group and Ringier, the two largest media groups in Switzerland. It owns and operates Switzerland's most popular marketplace and classifieds platforms like Ricardo.ch, Homegate.ch, Tutti.ch, Autoscout24.ch, Immoscout24.ch and more.

While being part of the central marketing team, I am now "project manager" for the Real Estate business unit, which includes the brands Homegate.ch and Immoscout24.ch.

I am responsible for the performance marketing function in Real Estate, organising the work of the central team's specialists. We cover Google Ads, Meta Ads, Criteo & Programmatic, Pinterest Ads, TikTok and more.

Beside my specialised expertise in performance marketing, I am now also developing an interest in the real estate industry as a whole.

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Before SMG was founded in November 2021, I worked for TX Group, in the TX Markets shared services team.

We provided top-class performance marketing services to several portfolio companies within the group, like Ricardo.ch, Homegate.ch, Tutti.ch, Carforyou.ch, Doodle, Neon and more.

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Achievements & Projects:

》 Implemented Google Campaign Manager 360 and Google Search Ads 360 at Ricardo.ch and CarForYou.ch

》 Implemented and ran Google Inventory Campaigns at Ricardo.ch and Carforyou.ch, delivering great revenue and ROAS performance. See media for case study and results.

》 Implemented and owned Feedonomics across all TX Markets and SMG brands. Feedonomics help us manage feed-based campaigns across Google Ads, Facebook Ads, Criteo and more, on which our performance marketing strategy strongly relies.

》 Owned all things feed-based advertising: dynamic retargeting, dynamic search ads, Facebook dynamic ads, and more.

》 Involved in the organisation of the TX Conference in 2020 and 2021. (300+ in-person attendees, 1500+ remote attendees)

On top of ongoing eCommerce and analytics tasks, I delivered 4 main projects:

》SEO audit & restructure:Page value evaluation, redirect or deletion of old pages.

》Product recommendations implementation:Worked with Optimizely to implement and optmise on-site product recommendation campaigns.

》Product carousels tracking and product curation analysis:Implemented the full Google Analytics Enhanced Ecommerce tracking with some customisation. Created a Data Studio dashboard for product lists and curations analysis.

》Automated stock level report:Created an automated report for real-time stock level check on easonschoolbooks.com

At Eason we use the Optimizely CMS & Marketing suite products.

Managing a budget of $2mln per year, I owned all paid acquisition channels including Google Ads, SA360, Facebook Ads, Criteo, Programmatic and Pinterest Ads.

On top of this, I managed the web analytics function providing C-level stakeholders with key insights into the customer behaviour and website performance.

Due to COVID-19, myself and several other colleagues were laid off in April 2020.

Achievements & Projects:

》Led the implementation of Google Tag Manager, data-layer and Enhanced eCommerce Tracking. With two developers assigned and a two-month timeline, the project delivered a solid and scalable online tracking infrastructure.

》Provided the C-level team with live dashboards around customer behaviour analysis and sales and advertising performance.

》After bringing paid search in-house, I performed a turnaround which resulted in +24% revenue and +11% ROAS YoY between Nov ‘19 and Feb ’20.

》Launched Facebook Dynamic Ads delivering a 700% ROAS.Launched Criteo retargeting ads delivering a 600% ROAS.

I managed the paid acquisition strategy, from PPC to social ads, to the affiliate program and online partnerships.

Achievements & Projects:

》Delivered a 20% eCommerce revenue growth and 27% increase in ROAS (YoY 2018 vs 2017) through Google Ads, Facebook Ads and the Affiliate Program.

》Launched Google Shopping and Facebook Dynamic Ads managing a product catalogue of over 400,000 products.

》Managed and grew the online partnership program, working with large partners like Three, SuperValu, Groupon and others.

》Mentored and trained a Digital Marketing Assistant who was then promoted to the executive level.

》I was involved in the Easons.com omnichannel and digital transformation project between 2017 and 2018. Among other tasks, I implemented the full eCommerce and ad tracking via Google Tag Manager, as well as assisted with UI/UX design and testing.

I was given excellent training to be able to quickly respond to and solve customers' technical issues on several Google properties like Google Search Ads, Google Shopping, Google Display Network, YouTube and Google Analytics.

That is where I learnt everything about PPC and Google Ads. Investigating and solving customers' queries was the best way to explore and get hands-on experience in all aspects of the Google ad products.

I got passionate about PPC very quickly and that helped me achieve great results in terms of customer satisfaction (94%), case resolution time (93% cases resolved within the deadline) and new features customer adoption (always met and often exceed targets).

My strong performance allowed me to move forward to a more operational role where I was optimising Google Ads campaigns for large customers on behalf of Google account managers.

That is where I learnt how to manage large accounts through Excel, Google Ads Editor and Google Sheets integrations.

The knowledge and experience gained there gave me the ability to take charge of the PPC strategy of a large eCommerce brand like Easons.com