Marc-Stephane RACINE

En résumé

Entreprises

• HotelTravel.com - Search Engine Marketing Manager

  2011 - maintenant • Responsible for managing the entire Paid Channel Strategy, which has a six digit US Dollar budget.
  • Oversee an international team of eight members who handle the various search engine accounts.
  • Actively and continuously build team skills whilst providing continual feedback and coaching.
  • Plan, manage and allocate budget and conversion targets for each channel and their respective team member(s).
  • Source, negotiate, implement, launch and manage new channels and partners.
  • Take care of a variety of projects in coordination with the IT Department in order to improve performance and implement new tools.
  • Coordinate with Contracting and Product Teams for promotion of deals and best performing products.
  • Consistently communicate product performance, as well as analyse and advise of any changes in such.
  • Manage and oversee the Affiliate Program Channel.
  • Control the Email Marketing Channel.
  • Complete Purchase Orders and coordinate with Accounting to ensure the assortment of remittances are processed in a timely manner.

• HotelTravel.com - PPC Account Manager

  2009 - 2011 • Managed Google AdWords, Yahoo Search Marketing and Bing Ads, as well as Baidu accounts across 10 languages on the website, which consisted of hundreds of accounts. In addition, advertised more than 10,000 hotels worldwide with over three million keywords.
  • Optimised the Search Engine accounts to obtain the highest possible ROI (up more than 150% ROI). This was achieved by adding relevant keywords, appropriate negatives and increasing the quality score.
  • Developed and tested the most appealing ads and messages for the targeted audience at the time.
  • Analysed and understood the demand of the current audience in order to offer the desirable product, such as new destinations or by way of strengthening existing destinations and finding new market opportunities that allowed us to reach the customer at their earliest stage of search.
  • Managed and optimised the Meta-Search Engines to obtain the highest possible ROI.
  • Worked alongside the Business Development Team in support of their promotion of hotels and/or destinations, in addition, kept them updated about new opportunities.
  • Adjusted campaigns for seasonality and special events in various destinations.
  • Worked with IT Department to create new tools and/or analyse and solve dysfunctions.
  • Found new partners, negotiated best CPC and assisted each in the integration of our API.
  

• Freelance - SEM Specialist

  2009 - 2009 • Found new customers to manage and/or launch their respective PPC accounts in Google and Yahoo.
  • Launched new and ready-to-use Google AdWords accounts for customers.
  • Optimised and managed existing accounts to increase conversions and obtain the highest possible ROI.
  • Performed extensive research on Keywords to ensure high relevant traffic.
  • Performed extensive research on negative keywords to lower the number of irrelevant traffic, irrelevant impressions, increase the CTR, lower the cost and increase the quality score.
  • Wrote and tested new ads to increase the Click-Thru-Rate.
  • Developed templates in Excel to increase productivity and lower customer costs.
  • Submitted weekly reports to customers.
  • Monitored competitor’s strategies.

• Agoda - E-Business Account Manager

  2008 - 2008 • Managed Google AdWords and Yahoo Search Marketing accounts for the following markets: French, German, Russian and Singaporean.
  • Equated to a total of nine different accounts in four separate languages.
  • Advertised more than 10,000 hotels in 18 countries using over 50,000 Keywords.
  • Optimised accounts to obtain the highest possible ROI (up more than 150% ROI) by adding relevant keywords, appropriate negatives, and increasing the quality score.
  • Developed and tested the most appealing ads and messages for the targeted audience.
  • Analysed and understood the demand of specific audience in order to offer the correct products and source new markets.
  • Worked with the Business Development Team to support them in promoting hotels and/or destinations and inform them of new opportunities.
  • Adjusted campaigns for seasonality and special events in various destinations.
  • Worked with IT Department to create new tools. Analysed and solved dysfunctions.

• Agoda - German Project Manager

  2007 - 2007 • QA’d the German website to improve the content and/or find any technical issues. Such findings, as well as suggestions were communicated to the IT Department who were in charge of solving disfunctions.
  • Monitored and analysed the progression of the German website and reported any issues to Management.
  • Controlled the Search Engine Optimisation (SEO) of the website to strengthen its position in organic search results on search engines, such as Google and Yahoo.
  • Compiled and analysed internal reports and available external data to continually refine and improve all aspects relating to customer needs.
  • Recruited, trained and supervised German Customer Service Agents.

Formations

• University Of North Carolina, USA (Greensboro)

  Greensboro 2004 - 2005 Master in Management Science

• Jean Moulin University, Lyon III

  Lyon 2001 - 2004 Maitrise IUP Management des Equipes et Qualité

Réseau

• Dimitri PARADIS