Alexis Courselle
Verified Expert in Marketing
Marketing Expert
Los Angeles, CA, United States
Toptal member since September 28, 2022
Alex is a senior conversion rate optimization (CRO) specialist fully equipped with hands-on knowledge of conversion strategy, A/B and MVT testing, and search engine optimization (SEO). He has a proven track record in social media strategy and management, content creation, and design, including branding, illustrations, web UI/UX, video motion graphics, and print. Alex aims to increase conversions to higher levels significantly in all projects he undertakes.
Project Highlights
Expertise
- Content Marketing Strategy
- Conversion Rate Optimization (CRO)
- Digital Marketing Strategy
- Email Marketing Strategy
- Google Analytics 4 (GA4)
- Search Engine Optimization (SEO)
- Website Audits
- Website Optimization
Work Experience
Technical SEO Audit for a Medical Clinic (Global)
Rime Healthcare MSO LLC
- Conducted an SEO technical audit to identify site issues, indexing errors, and optimization opportunities across core web vitals, structured data, and crawl efficiency.
- Produced a detailed audit report outlining actionable recommendations to improve visibility, performance, and search ranking.
- Created Figma-based design optimization mockups to visualize CRO-driven improvements for landing pages, navigation, and key conversion paths.
CRO Director
Yuri & Neil
- Created strong, memorable, and attention-grabbing branding for Yuriandneil.co.nz.
- Implemented a series of A/B tests using Google Optimize for new landing page designs that improved conversions while extending the branding for Mix & Match, a domestic and international flights and travel booking website.
- Performed UX research for a new design implementation that helped Air Tahiti achieve its KPIs, increasing flight bookings and promoting and converting multi-island pass bookings.
- Designed a whitepaper for Joomy around HR recruitment best practices that was later promoted on social media and the company's website to generate leads.
Senior Conversion Specialist
Catchi
- Developed the Southern Cross' CRO program, including data research, design proposals, and reporting, improving the client's branding and overall user experience and growing conversions by 11%.
- Created Consumer Magazine's CRO program, including data research, a new design proposal, and reporting. I also recommended clients and improved their branding and overall user experience, enhancing conversions by 17%.
- Leveraged Optimizely, our A/B testing solution, to make Genesis Energy's website responsive for mobile.
- Handled digital product design and print advertising.
CRO Director
Dentsu
- Founded and managed the CRO business department in Dentsu Aegis Media and the Dentsu Aegis Network group of companies, leading CRO pitches, product creation, and documentation.
- Created the Dentsu Aegis Lab in our Paris office, where we implemented immersive workshop labs to gather qualitative research data from client volunteers.
- Introduced CRO products, processes, contractors, and profitability solutions.
- Traveled to the rest of the group companies in various countries to expand company capabilities and performance to advance the global service scale.
UI/UX and SEO Project Manager
Microsoft
- Led a user study on the government tax website to improve the overall user experience and decrease the number of queries and calls going through the call center and support team.
- Improved the software user experience by running quantitative and qualitative studies with my team.
- Implemented and developed process systems to encourage support and efficiency for development teams in extreme programming management. An organized structure was vital, with four teams spread across the globe working 24/7 on government projects.
Project History
Web Optimization for Mix & Match
Led comprehensive SEO audits, UI/UX redesigns, and A/B testing strategies, boosting conversion rates for bookings and flight searches while increasing brand awareness for a new travel brand.
Mix & Match is a travel brand housed under House of Travel, specializing in affordable and flexible travel options. As part of their website optimization efforts, I led several key initiatives to enhance user experience and drive conversion rates.
Tasks:
• Comprehensive SEO and website audits.
• A/B and multivariate testing strategies.
• New UI/UX designs.
• Google Analytics tracking and analysis.
Areas of optimization:
• Conversion rates for bookings and flight search engines.
• Flight search booking form.
• Booking flow and user journey optimization.
• Account registration sign-up page.
• Email subscription leads.
• Brand credibility and awareness.
• Landing page designs and branding alignment.
• Mobile responsiveness.
A/B Testing for Food Stuff
Led large-scale A/B testing and UI/UX redesigns for a national grocery eCommerce platform, optimizing product pages, search functionalities, and mobile responsiveness to improve the overall customer experience and conversion rates.
Food Stuff is one of the largest grocery supermarket chains in New Zealand, offering customers a wide range of products and services nationwide. I played a crucial role in enhancing the digital shopping experience for two of their biggest supermarket brands by implementing large-scale A/B and multivariate testing strategies.
Tasks:
• Large-scale A/B and multivariate testing for prominent supermarket brands.
• New UI/UX designs.
• Analytics tracking and reporting.
Areas of optimization:
• Product search engine.
• Product pages and tile optimizations.
• Promotion offerings.
• Recipe pages.
• Customer account pages.
• Cart pages.
• Book delivery pages.
• Mobile responsiveness.
Web and Mobile Optimization for TradeMe
Executed large-scale A/B testing and UI/UX redesigns for TradeMe's online marketplace, improving user engagement, search functionality, and mobile responsiveness across critical departments.
TradeMe is the largest online auction and marketplace platform in New Zealand. It offers services across various sectors, including general marketplace listings, jobs, and vehicle sales.
I led A/B testing strategies to optimize user experience across departments. My tasks span large-scale A/B and MVT testing strategies, UI/UX designs, and analytics tracking and reporting. The areas of optimization covered TradeMe’s different website departments: marketplace, jobs, and motors.
Web Optimization and Marketing Strategy for Loop11
http://www.loop11.comImplemented comprehensive website audits, A/B testing and SEO strategies, and new UI/UX designs, resulting in optimized conversion rates for free trial sign-ups and an improved user experience across crucial site pages.
Loop11 is a usability SaaS testing platform that helps businesses conduct real-time user testing and gather actionable insights. I led a full-scale digital optimization and marketing strategy for the platform to improve website performance and increase customer engagement.
Tasks:
• Comprehensive website audit and data analysis.
• A/B and multivariate testing strategies.
• SEO audits, keyword research, and content strategies.
• New UI/UX designs.
• Creation of new landing pages, including copy, design, and development.
• Social media management and content creation.
• Social media and Google Ads campaigns.
• Tracking migration to Google Analytics 4.
• Email onboarding nurturing journey and email marketing.
• Tutorial video creations.
Areas of optimization:
• Free trial sign-ups.
• Homepages.
• Navigation and mega-menu implementation.
• Product feature pages.
• Pricing page.
• FAQ pages.
• Resources and blog pages.
• Case study pages and PDF download designs.
• Clients and testimonials page.
• Product video tutorials and landing pages.
• Onboarding emails and workflow.
• Back-end app features.
Education
Master's Degree in Advertising and Marketing
Grenoble Ecole de Management - Grenoble, France
Certifications
A/B Testing Software
AB Tasty
Skills
Core
Digital Marketing, Digital Marketing Strategy, Marketing Strategy, Content Marketing Strategy, Digital Marketing Best Practices, Conversion Rate Optimization (CRO), Search Engine Optimization (SEO), Local SEO, Google SEO, SEO Audits, Content Strategy, A/B Testing, Mobile Marketing, SEO Tools, Email Marketing, Email Campaigns, Social Media Content, Social Media Management, Social Media Analytics, Lead Generation, Copywriting, Growth Hacking, Marketing Analytics, Facebook Ads, Google Ads, Performance Marketing, Paid Advertising, Brand Strategy, Branding, Go-to-market (GTM) Strategies, Brand Marketing, Social Media Marketing (SMM), Product Marketing, SEO Keyword Research, On-page SEO, Organic SEO, SEO Marketing, Marketing, App Store Optimization (ASO), Keyword Research, Customer Engagement, Search Engine Marketing (SEM), Google Paid Ads, Landing Pages, B2C Marketing, Marketing Leadership, Omnichannel Marketing, Google Tag Manager, Off-page SEO, Marketing Research & Analysis, Backlinks, WordPress SEO, Marketing Operations, Pay-per-Click (PPC), Customer Journey Management, Market Research & Analysis, LinkedIn Marketing, Funnel Analysis, Funnel Marketing, Funnel Optimization, SEO Content, Email Automation, Social Media, Social Media Strategy, Social Media Optimization, Email Marketing Automation, Content, LinkedIn Ads, Media Buying, Google Advertising, Cold Emailing, Content Creation, Pinterest, SEO Backlinking, Ad Campaigns, Campaign Management, Content Marketing, Marketing Communications (MarCom), Audience Targeting, Marketing Automation, Digital Advertising, Affiliate Marketing, Chief Marketing Officer (CMO), Marketing Campaigns, Google Marketing Platform, Channel Strategy, Blogging, TikTok Ads, Retail Marketing Campaigns, Organic Social Media, Social Media Design, Social Media Posting, Social Media Platforms, Social Media Campaigns
Platforms & Tools
Google Analytics 4 (GA4), Looker Studio, CRM Systems, Google Analytics, Adobe Illustrator, Adobe Photoshop, Google Analytics 360, Canva, Google My Business, Content Management Systems (CMS), Google Ad Manager, Instagram Ads, Mailchimp, HubSpot, Ahrefs, HubSpot Marketing Hub, Facebook Ads Manager, Microsoft 365, Asana
Business Models
SaaS, B2B, Business to Consumer (B2C), Software as a Service (SaaS), SaaS Product Marketing, Business to Business (B2B)
Technical
Google Search Console
Other
Global Digital Marketing Strategy, Email Marketing Strategy, Marketing Channel Strategy, Digital Marketing Product Manager, Global SEO, Competitor Analysis & Profiling, Competition Research, Competitive Analysis, Competitive Strategy, UX Analysis, Website Audits, Content Audits, User Research, User Journeys, User Retention, User Onboarding, Customer Feedback, Website Optimization, User Experience Design, Conversion, Creative Testing, Web UI, Mobile UI, User Interface (UI), Web UX, UX Tools, UX Research, User Experience (UX), Website Design, Website Redesign, UI Design, UX Design, Mobile UX, Mobile Apps, Mobile eCommerce, Mobile App Design, Mobile Sales, Web App UI, Web Analytics, Optimization, Mobile First, Content Optimization, Platform Optimization, Conversion Rate, Website Performance, Email Design, Email Content, Email List Building, Figma, Marketing Plans, Demand Generation, Email Delivery, Sales Strategy, Growth Marketing, Email, Reporting, Customer Acquisition, Growth Strategy, Customer Journey, Journey Mapping, Promotional Videos, Brand Positioning, Technical SEO, Web Design Strategy, Brand Identity, Brand Development, Technology, Project Management, Shopify SEO, B2B Marketing, Buyer Personas, Direct to Consumer (D2C), eCommerce, Content Writing, Growth, Data Analysis, Performance Optimization, Lifecycle Marketing, Data Analysis Consultant, Data Analytics (Marketing), Customer Data Platform (CDP), Optimizely, Organic Search Traffic, Semrush, Wix, SEO with AI, Seos, Google Keyword Planner, Audience Retention, Customer Retention, D2C Branding Strategy, Email Template Design, eCommerce Marketing, Startup Consulting, Landing Page Optimization, Fractional CMO, Web Development, Hospitality, Brand Building, Strategy, Brand Awareness, Mockups, Wireframing, Responsive Web Design (RWD), Web Design, eCommerce SEO, Subscriptions, Agile Product Management, SaaS Product Management, SaaS Design, Landing Page Design, Programmatic SEO, Marketing Consulting, Data Tracking, WordPress, Elementor, Lead Nurturing, Client Management, Marketing Management, WordPress Design, Customer Journey Optimization, Data Analytics, Nonprofits, Personas, Launch Strategy, Graphic Design, Visual Design, Go-to-market Execution, Surveying, Research, Surveys, Paid Media, Key Performance Indicators (KPIs), Performance Metrics, Social Impact, Consulting, Design, User Behavioral Analytics (UBA), Health & Wellness, Corporate Culture, Wellness, Higher Education, Podcast Marketing, Quantitative Analysis, Quantitative Research, Qualitative Analysis, Qualitative Research, User Flows, User Stories, User Behavior, User Feedback, User Engagement, Mobile User Acquisition, Sales Optimization, Ad Optimization, Web Content, Content Distribution Strategy, Campaign Optimization, User Personas, Microsoft, Revenue Optimization, Website Traffic, Website Management, Websites, Video Production, Email Management, Onboarding, Outbound Marketing, B2B Lead Generation, Outreach, Focus Groups, Survey Development & Analysis, Tourism, Healthcare, APIs, Videos, Google AdSense, Automation, Luxury Industry, Startups, Webflow, Startup Marketing, Instagram, Communication, Shopify, Go-to-market Plans, Product Launch, Market Research, Localization Marketing, Meta Ads, Customer Acquisition Cost (CAC), Lifetime Value (LTV), SEO Copywriting, Skincare, Partnerships, Decision Cloud Product Management, Product Roadmaps, Product Strategy, Lead Marketing, Growth Strategy Consultants, Sales Funnel, AI-based Content SEO, Apps, Shopify Marketing, Customer Relationship Management (CRM), Performance Management, Team Management, Answer Engine Optimization (AEO), Team Leadership, Generative Engine Optimization (GEO), Business Strategy, Brand Guidelines, Content Management, Organic Content Marketing, YouTube SEO, Microsoft Dynamics, Microsoft Power BI, Google, Miro, Notion, Artificial Intelligence (AI), Consumer Packaged Goods (CPG), Blogs, Transportation & Logistics, Google Play Store, Hosting, Social Media Content Writing, API Development, Compliance
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