Paul Meijer

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%.

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.

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.

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.

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.