Team Leadership & Global Partnerships
Objective
My primary objective was to lead and optimize the efficiency of the global influencer marketing team consisting of 12 members, targeting diverse markets across the US, UK, DE, CH, AT, SE, DK, FI, NO, FR, SP, PT, and IT. Despite an 8% budget decrease, the goal was to achieve a significant increase in deals, drive website sessions, and boost new customer acquisition, while also improving the average GMV per partnership.
Approach
- Establishing Monthly Departmental Targets: Defined Objectives and Key Results for each market to ensure alignment with overall company goals.
- Budget Management: Managed and optimised the departmental budget for each country, ensuring efficient allocation of resources.
- Team Leadership: Provided guidance and support to a multinational team of 12, fostering an environment of collaboration and growth as well as a focus on development of relationship building with key stakeholders and business negotiations.
- Data-Driven Strategy: Employed a data-driven approach to enhance campaign effectiveness, focusing on metrics such as new customer acquisition and GMV.
- Legal and Contractual Management: Created legal agreements in compliance with local legal frameworks.
- Campaign Optimisation: Managed and optimised paid advertising campaigns on platforms like META, ensuring effective utilisation of the budget.
Outcome
- 121% Increase in Paid Deals: Despite a reduced budget, the number of paid deals more than doubled.
- 165% Growth in Sessions: Significant increase in website sessions, indicating enhanced brand engagement.
- 175% Boost in New Customers: Achieved a substantial rise in new customer acquisition, surpassing the primary objective.
- 154% Rise in Average GMV per Deal: Improved data-driven booking strategies led to higher average GMV per deal.
- 416% Increase in New Customers per Deal: Demonstrated growth in acquiring new customers through each deal.
Challenges
Multinational Team Dynamics: Leading a diverse, multinational team presented challenges, particularly due to varying levels of experience and cultural differences. Despite these challenges, the experience was highly rewarding and enriching.Cultural Adaptation: Navigating different cultural backgrounds and market needs required in-depth understanding and tailored approaches for each region and country.Budget Constraints: Achieving substantial growth with an 8% reduced budget necessitated careful planning and strategic allocation of resources.
Feedback
The results and feedback from various stakeholders highlighted the effectiveness of the approach:Team Feedback: The junior members appreciated the mentorship and clear strategic direction, which contributed to their professional growth.Cross-Departmental Collaboration: Positive feedback was received from departments such as Merchandising, Social Media, and Performance Marketing for effective collaboration and data-driven decision-making.Management Praise: Senior management recognized the exceptional results achieved despite budget constraints and commended the strategic leadership and operational efficiency demonstrated. Therefore, I was nominated as “curiosity of the year” one of the companies key values.
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