Product Development Marketing Director

Aurélien Bouchet

********.*******@*****.*** - 832-***-**** - Houston, TX - www.linkedin.com/in/aurelienbouchet/

Summary

All-around entrepreneurial marketer with 15+ years of experience crafting and implementing efficient go-to-market strategies in various industries. Strong focus on driving growth with multi-channel (organic and paid) campaigns. Hands-on approach with 8 years management experience. Positive and inclusive leader with a strong work ethic.

Experience

Vingo (virtual fitness app), remote May 2021 - Jan 2024 (company was dissolved Feb 2024)

Product & Marketing Director

●Oversaw and managed the Product Team throughout the product development process

Following a reorganization and promotion, I was tasked by the CEO to ensure the struggling product development was run effectively and efficiently. Successfully recruited, integrated, and collaborated with the new Product Owner to define a compelling vision for the product and create a realistic road map, putting the product development back on track

Increased production velocity by liaising with Dev and Art teams to accurately track progress, identified pain points and ensure all teams’ goals were aligned

●Owned and brought to completion all company's marketing efforts

Determined and implemented efficient go-to-market strategy (SEO, SEM), positioning and messaging of the app based on in-depth competitive analysis

Built a user base of several thousands with limited budget. 10-20% increase every month.

Developed strategic communication plans in correlation with the release schedule

●Managed Marketing Team and supervised the creation and execution of social and advertising campaigns

Developed organic content strategy, resulting in 800% traffic increase in first 6 months and 1000% after 12 months

●Managed in-game analytics reporting and identified potential UI/UX changes to improve conversion and retention rates

●Implemented a new CRM and created automations for better internal processes and external communications (ie customer journey and milestone celebrations)

Nova Recovery Center (healthcare); remote Nov 2016 - May 2021

Digital Marketing Manager

●Planned and executed all web, SEO/SEM, marketing database, email, social media and display advertising campaigns (including A/B testing) with a strong focus on lead generation, directly contributing to 75% of all company leads and admissions

Increased PPC conversions by 32% while decreasing cost by 27%

Increased organic monthly traffic by 5,000% and call conversions by 300%

●Created messaging and positioning, based on target audience, for new treatment center through multi-channel marketing campaign

●Managed team of writers and link builders, ensuring their daily work was aligned with the overall strategy

Determined content development, based on SEO trends, and implemented strategy to improve organic rankings for key terms

Elements Behavioral Health (previously TRS Behavioral Care); remote Jan 2012 – Nov 2016

Advertising Manager Sept 2014 - Nov 2016

●Vetted potential business partners to ensure compatibility with Elements’ business standards/objectives and worked closely with them to maintain accountability

Increased ROI by 120% by identifying and terminating non-performing ad placements

●Collaborated with creative team, writers and brand manager to design marketing/advertising campaigns

●Identified target audience for campaigns and developed strategy for customized marketing plan

●Managed media process from strategy development, execution stewardship to final campaign analysis

●Booked individual advertising posts, e.g. pages, posters, internet banners, broadcast adverts, etc.

●Collected and analyzed conversion data to ensure profitability of each campaign

●Maintained brand consistency and up-to-date treatment information on major online listings for all 30+ treatment centers

Digital Marketing Specialist Jan 2012 - Sept 2014

●Managed, optimized and updated company websites to increase overall census

●Developed strategy and worked autonomously to optimize SEO and user experience to improve call conversion rate

●Built, updated and optimized websites for affiliates (websites, directories, bulletin boards)

●Created and optimized tailored PPC campaigns within a team (budget: $100k/month) to boost census

●Refined campaigns’ efficiency by creating dedicated landing pages and experimenting with calls to action

●Implemented natural link building strategies to increase online visibility

●Listed and managed 20+ Texas locations on major local listing sites

●Managed paid campaigns (City Search, Yellow Pages, Psychology Today, Reach Local, etc…)

ExxonMobil Chemical; Houston, Texas Sep 2011 – Dec 2011

Marketing Communications Specialist (4-month contract)

●Provided marketing communications support to global business units

●Reviewed all PDF resources to ensure compliance with SEO best practices

●Ensured consistent, compliant usage of brand standards to achieve a functional, cohesive Internet

Machja (Apparel e-commerce); Montréal, Canada July 2009 – Aug 2011

Digital Business Developer (2-year contract, visa limit)

●Ran and optimized e-commerce websites with a strong focus on conversion rates

Increased sales by 58% by removing key pain points

Increased returning customers by 73% by implementing CRM and creating customer journeys

●Improved company’s awareness via Search Engine Optimization (SEO), Search Engine Marketing (SEM), Pay Per Click (PPC) and social media

●Designed and implemented comprehensive online strategy for entrance into North American market

●Established web presence by graphically and technically developing/supporting French/US website

●Presented the brand to potential representatives and agents in Canada and the US, resulting in new contracts with retailers in Ontario and Quebec provinces

●Liaised between representatives in Canada, the Middle East, the boutiques, and the brand’s HQ (France)

Total E&P USA (energy); Houston, Texas Apr 2008 – Apr 2009

Webmaster & Internal Communications (1-year contract, visa limit)

●Redesigned intranet to comply with corporate standards and increased employee usage dramatically by implementing a more user-friendly format

●Developed new templates and revamped intranet pages 2 months prior to the anticipated deadline, using Sharepoint Designer and Dreamweaver

●Wrote articles and created flyers/posters, using Photoshop and Publisher, to generate participation in company events

Education

Master of Science in Management; Reims Management School, Reims, France

Concentration: International Communication and Marketing (bachelor’s degree included in degree plan, earned “en route” )

Computer Skills

Analytics / SEO: Google Analytics, Ahrefs, Semrush, Moz

Advertising Platforms: Google, Microsoft/Bing, Meta (Facebook/Instagram), Youtube, Taboola

CRM: Zoho, Hubspot, Monday, Confluence, Sharepoint, SalesForce

Design: Figma, Adobe XD, Canva

Editing/Graphics: Photoshop, InDesign, Illustrator

Social Media: Facebook, Instagram, Twitter, LinkedIn,Pinterest

Web Languages: HTML, CSS

Website Creation: Wordpress, DreamWeaver

Languages

English & French : Bilingual proficiency

US Work Authorization

US Citizen

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