Paul Meijer
Verified Expert in Marketing
Marketing Expert
Amsterdam, Netherlands
Toptal member since October 20, 2022
Paul is a senior marketing manager who has managed teams and stakeholders. He excels at strategy creation, growth marketing and implementation, marketing management, and specific channels such as CRO, SEO, and paid advertising. He uses a data-driven, growth, and experimentation approach to drive business value. He worked for startups and established international brands. Paul is known for his never-ending drive in the marketing field and his strategic, creative, and critical thinking skills.
Project Highlights
Certification Highlights
Expertise
- Conversion Rate Optimization (CRO)
- Customer Acquisition
- Digital Marketing Strategy
- Growth Strategy
- Marketing Leadership
- Organic SEO
- Paid Search
- User Research
Work Experience
Digital Marketing Manager
CORUM Investments
- Developed the international CRO strategy to provide a structured framework for ramping conversion optimization efforts and driving business value through more optimized pages and higher conversion rates.
- Increased online subscription funnel and lead generation conversions by 20%. Through A/B testing and optimizations, I was able to align messaging, marketing channels, and page design to the target audience and increase the conversion rate.
- Expanded the affiliate marketing partnerships to increase online visibility and traffic towards our brand and, more importantly, increase lead generation.
- Improved affiliate marketing ROI by changing the payment set up for the affiliate collaborations from a simple CPL structure to a value-based set up. Improved cost management, ROI and resulted in a substantial increase in revenue and performance.
Owner, Founder, and Digital Marketing Consultant
Samurai Marketing
- Improved client digital marketing efforts and marketing performance to achieve more visibility, traffic, and conversions or revenue.
- Collaborated with companies in different industries, including financial services, FMCG, retail, education, and blockchain.
- Guided clients in their digital marketing and growth strategies, SEO and content marketing, CRO, user testing, consumer behavior analysis, consumer insights, and paid advertising on a freelance basis.
- Helped with such activities: SEO keyword research, technical audits, competitor analyses, process and workflow improvements, advertising campaign and tooling set up, optimizing marketing campaigns, AB testing, improving content, workshops, and more.
- Held workshops and presentations to onboard stakeholders or train and educate internal members on specific marketing topics.
Head of Marketing
Nash
- Led and oversaw the marketing team, freelance, agency relationships, and overall ownership of the marketing team performance.
- Collaborated closely with the CEO and COO on business planning and management.
- Set the strategic direction for marketing and communications, determining the growth KPIs and drivers. Additionally, responsible for the marketing budget for customer acquisition growth and retention.
- Reduced the cost of app acquisition (CAC) by 40% and 80% of user adoption growth by more efficient budget management, advertisement iterations, and conversion optimization efforts.
- Focused on conversion optimization (CRO) initiatives, value proposition improvements, and user testing efforts to improve communication effectiveness, go-to-market, and product iterations. This resulted in a 30% onboarding uplift.
- Managed the company's rebrand efforts (web and app) with a partnered agency to appeal more strongly to our target audience. This resulted in 25% more engagement.
Senior Digital Marketing Consultant
Accenture
- Managed, developed, and implemented digital marketing growth strategies for (international) brands in different industries like fintech, financial services, telecommunications, sustainability, and retail.
- Managed teams of more than eight people with different backgrounds and nationalities. Additionally, I was a career counselor for five juniors and mid-level consultants to ensure their growth and development in the digital marketing field.
- Met marketing performance targets for project KPIs, such as Cost of Acquisition (50% CAC reduction), revenue growth (+75% growth), conversion uplift (+90% increase), web traffic (+120% increase), ROAS (+70% improvement), and more.
- Managed and executed hands-on conversion optimization (CRO), SEO, SEA, and programmatic growth marketing channels and campaigns for clients (e.g., assessments, campaign set up, performance optimizations, and A/B testing tooling implementations).
- Was responsible for the innovation pillar in the CRO and SEO team to stimulate innovations, product offerings, and automating tasks. As a result, 20+ new team initiatives, offerings, and service improvements were developed.
- Developed three new consulting offerings and five service optimizations, including a new site speed audit offering, new link-building offering, automated technical SEO dashboard, traffic potential forecasting, maturity scan, and CRO user research.
- Secured five new projects through client pitches and upselling, resulting in sold consultancy FTEs and incremental company revenue for Accenture.
- Created and executed media plans to drive awareness, traffic, and conversions (e.g., See, Think, Do, Care model) among marketing channels. Managed media budgets of up to 3 million euros.
- Offered and completed a leadership and management course through an external company.
SEO Consultant
Dept Agency
- Created and executed complete International SEO strategies for national and international eCommerce clients in different industries.
- Completed many keyword researches, content briefings, ranking analyses, competitor scans, technical analyses, and off-site link profile analyses to drive organic growth. Additionally, managed and executed SEO roadmaps and activities for the client.
- Achieved a 10%-120% increase in organic traffic, 5%-55% organic conversion growth, and 5-60% revenue increase for the SEO channel, surpassing most clients' targets.
- Collaborated with UX, SEA, and other disciplines to leverage cross-channel effectiveness and optimizations.
- Managed four interns with SEO activities on client projects.
Junior Marketing Analyst
Liberty Global
- Monitored marketing efforts with Adobe DTM and Adobe Analytics. Analyzed marketing trends and online data for business development in traction markets.
- Provided analyses to support management in data-oriented decision-making for companies in the portfolio, such as Virgin Media (UK), Unity Media (Germany), Ziggo (The Netherlands), and Telenet (Belgium).
- Created automatically updating dashboards, which are still being used long after leaving the company.
Project History
Owned Media Strategy | Telecommunications Company
A developed and successfully implemented owned media strategy (CRO, SEO, and content). The conversion rate increased by +20% post-implementation. The SEO traffic increased by 35% and engagement by 15% within six months after implementation.
The case focused on increasing the owned media presence and performance, reducing dependence on paid media, and creating a healthier overall marketing mix. Both conversion rate optimization (CRO), organic (SEO), and content marketing were central to the strategy to deliver business value.
In this project, I managed a team of 10 people with specializations in technical SEO, content marketing, conversion optimization, data analytics, and link building.
The deliverables were twofold:
• A strategic plan focused on accomplishing the business case and improving the SEO performance, content marketing, and customer journey conversions.
• An implementation plan centered on resource planning and project management execution.
As a result, the post-implementation conversion rate increased by +20% compared with the prior implementation. Additionally, the SEO traffic increased by 35% within six months after implementation and engagement by 15%.
Digital Marketing Strategy | International DIY Retail Company
Increased brand engagement with 40%, traffic with 35% and conversion uplift with 25%.
A DIY retail client asked us to develop a digital marketing strategy to increase traffic, conversions, and performance in three countries.
I was in charge of the project. Activities included: assessing the current state of the marketing channel and creating the digital marketing strategy, marketing mix budgeting (media planning), campaign implementation, and optimizations throughout the implementation phase.
I was in charge of a team of five specialists with additional resources. During the assessment phase, we identified the pain points and opportunities by analyzing the current (campaign) set-ups, interviews, and competitor benchmarks to collect insights on all channels and the media budget. The channels included SEO, SEA, programmatic display, social advertising, branding, and conversion optimization.
These findings were integrated into a strategic plan of tactics and strategies to bring performance to the next level. An optimized media plan with a budget of about 2 million euros was created.
During the implementation phase, the channels were set up with new ad creatives and continuously improved and tested for optimization tactics. Results: a 40% brand, a 35% traffic, and a 25% conversion uplift.
Content Marketing Strategy for a B2B Crypto Startup
A fully updated and implemented content plan, including over 200 new blogs, eight weekly social posts, updated LinkedIn profiles, compelling brand stories, and ten new commercial landing pages. Organic traffic uplift of 20%.
This crypto startup is focused on consulting companies moving into blockchain and Web3. They wanted to improve their online presence and communication approach to attract more leads.
I created the content marketing strategy and managed the content creation process for new blogs, weekly social posts, commercial landing pages, email content, and pitch decks.
Conversion and Optimization Strategy for International Energy Company
Delivered a growth strategy and implementation plan.
Developed a strategy to improve online performance for a growing trend and one of their new products in the energy market. I managed the entire project consisting of internal interviews, marketing assessments, development of the online optimization strategy, and roll-out plan for three EU countries.
Media Spend and KPI Measurement Optimisation | Retail Department Store
Delivered a KPI-framework plan and media optimizations to improve the current KPI and measurement and marketing media.
The project was focused on improving the media spend effectiveness for a department store brand. The project was twofold:
• How to improve the company-wide marketing measurement of performance?
• What input can convince the company to shift and optimize budgets more effectively?
The deliverable was a strategic plan to identify the main KPI metrics on different levels (strategic, tactical, and operational), develop a value tree based on these metrics, and test the metrics for fit and underlying relationships. To optimize media spend, pain points and proof of success were identified and combined into a high-level deck.
Result: My client was pleased with the timely results and utilized the deliverables internally.
Education
Master's Degree (with Distinction) in Marketing Management
Tilburg University - Tilburg, The Netherlands
Bachelor's Degree in Consumer Behavior and Marketing
Wageningen University & Research Centre - Wageningen, The Netherlands
Certifications
Digital Leadership Course
Growth Tribe
Skills
Core
Digital Marketing Strategy, Conversion Rate Optimization (CRO), Organic SEO, Marketing Leadership, Growth Hacking, Digital Marketing, Local SEO, On-page SEO, Link Building, SEO Content, Content Strategy, Off-page SEO, Go-to-market (GTM) Strategy, Search Engine Optimization (SEO), Marketing Strategy, Marketing, Lead Generation, Ads, Google SEO, Search Engine Marketing (SEM), Campaign Management, Social Media Marketing (SMM), SEO Backlinking, Google Ads, SEO Audits, SEO Tools, Funnel Marketing, Funnel Optimization, SEO Marketing, SEO Keyword Research, WordPress SEO, Keyword Research, Metadata, AI Marketing, Blogging, Content Marketing, Paid Advertising, A/B Testing, Marketing Analytics, Digital Campaigns, Audience Targeting, Marketing Technology (MarTech), Inbound Marketing, Pay-per-Click (PPC), Content Creation, Copywriting, Chief Marketing Officer (CMO), Product Marketing, LinkedIn Ads, Facebook Ads, Digital Marketing Best Practices, Google Marketing Platform, Marketing Automation, Social Media Strategy, Marketing Research & Analysis, Brand Strategy, Marketing Mix, Market Research & Analysis, Content Marketing Strategy, Landing Pages, Organic Social Media, Email Marketing, Social Media, Performance Marketing, Affiliate Marketing, Marketing Budgeting
Platforms & Tools
Yoast SEO, Google Analytics 4 (GA4), Claude, Google My Business, Google Analytics, HubSpot
Business Models
B2C, B2B, Business to Business (B2B), SaaS, SaaS Product Marketing, Software as a Service (SaaS)
Technical
Web3
Other
Growth Strategy, Consulting, Growth Marketing, Conversion Rate, Startups, Marketing Plans, B2B Marketing, Technical SEO, Reporting, Landing Page Optimization, Semrush, Search Engines, SEO with AI, ChatGPT, SEO Testing, AI Content Creation, AI Prompts, Website Audits, Generative Engine Optimization (GEO), Large Language Models (LLMs), Documentation, Playbook, Fintech, Keyword Mapping, eCommerce SEO, Agentic AI, Automation, Answer Engine Optimization (AEO), Google Structured Data, Webflow, AEO, n8n, Content Optimization, Paid Search, Team Management, Customer Acquisition, User Research, Customer Journey, Advertising, Google Optimize, eCommerce, Education, Conversion, Monetization, Professional Services, B2B Lead Generation, Content Writing, Growth Strategy Consultants, Team Development, Crypto, Go-to-market Plans, Demand Generation, Demand Planning, ClickFunnels, Consumer Services, Sales Funnel, PPC Campaign Management, Education Technology (Edtech), Gambling, Content Delivery Networks (CDN), Artificial Intelligence (AI), AI Social Media Content Creation, Programmatic Marketing, Consumer Insights, Brand Management, Channel Management, Budgeting, Growth Marketing Product Manager, Customer Acquisition Cost (CAC), Data Analysis, Web Analytics, Adobe Analytics, Dashboards, Adobe, Project Management, Edtech Design, Management Consulting, Experimental Research, Paid Media, Consumer Behavior, Adobe DTM, International SEO, Microsoft Clarity
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