Rafael E

Head of Global B2B & Performance Marketing

Gi Group Holding • Temps plein

Jun 2024 - Dec 2025 • 1 yr 6 mos

Led global demand generation strategy and execution for €2B+ SaaS-enabled HR services organization; managed inbound/outbound campaigns, ABM programs, and full customer journey across 60+ countries targeting enterprise organizations with 250M+ USD revenues. Demand Generation Campaign Leadership: • Owned and executed global inbound and outbound demand generation engine across Paid Search (Google Ads), Paid Social (LinkedIn, Meta), Display, SEO/SEM, Email Marketing, and Content—generating 500+ qualified leads with 25% MQL conversion and measurable pipeline contribution • Developed and launched progressive multi-channel campaigns integrating paid advertising, email nurture sequences, content marketing, and social media to drive awareness, engagement, and conversions • Implemented always-on campaign management discipline with continuous optimization based on performance data, market feedback, and competitive intelligence • Defined KPIs, dashboards, and reporting frameworks tracking lead generation, funnel conversion, CAC, pipeline contribution, and revenue impact Account-Based Marketing (ABM) Programs: • Designed and executed targeted ABM campaigns for high-value enterprise accounts with revenues exceeding 250M USD, including personalized content, tailored messaging, and coordinated sales-marketing plays • Established account tiering framework (Tier 1, 2, 3) identifying priority accounts from ICP lists; created customized outreach strategies for each segment • Collaborated closely with Sales on coordinated account plays, including synchronized outreach timing, personalized advertising, and custom content development • Measured ABM program effectiveness through pipeline impact analysis and deal velocity tracking Website Optimization & Customer Journey Ownership: • Acted as hands-on "product owner" for company website, driving optimization initiatives focused on user experience, conversion rate improvement, and lead capture effectiveness • Owned entire customer journey fro

Global Head of Paid Media & Performance Marketing

The Adecco Group • Temps plein

Aug 2020 - Jan 2024 • 3 yrs 5 mos

Led global strategies for Paid Channels, SEO, and social media, achieving business objectives across multiple countries. Oversaw Paid Search, Paid Social, Retargeting, and Display advertising efforts. Developed and executed cross-channel global ad campaigns in coordination with Analytics, CRO, and Marketing Automation teams. Established and led the MSS Paid Channels team, enhancing departmental efficiency.

Global Digital Marketing & Campaign Strategy Lead

Y Soft

Aug 2018 - Aug 2020 • 2 yrs

Directed global demand generation and marketing strategy for manufacturing technology SaaS company; managed integrated B2B marketing operations across 40+ countries targeting enterprise organizations. Demand Generation & Campaign Management: • Owned and executed demand generation strategy across SEM, Paid Search, Paid Social, Email Marketing, and Content—driving qualified pipeline and measurable revenue impact • Implemented always-on campaign management ensuring consistent execution, measurement, and optimization across all channels • Managed annual global marketing budget, allocating investment across channels and regions for maximum ROI • Increased website traffic by 35%+ and lead volume through integrated SEO, SEM, and content strategies Website & Conversion Optimization: • Optimized website architecture, on-page elements, and user experience improving search visibility, engagement, and conversion rates • Developed and executed landing page optimization programs improving demo request conversion efficiency • Implemented tracking and analytics frameworks enabling data-driven optimization decisions Sales Enablement & Product Launches: • Built sales enablement program including positioning materials, competitive battlecards, case studies, and product education resources • Led integrated go-to-market campaigns for product releases; coordinated positioning, messaging, and multi-channel execution • Partnered with Sales on lead feedback, objection analysis, and messaging refinement Email Marketing & Marketing Automation: • Architected email marketing program from inception including template design, marketing automation workflows, segmentation strategy, and performance measurement • Developed nurture programs driving engagement and conversion through targeted, personalized content