Lavinia Verhulst
Digital marketing specialist
RESUME
Professional ​
info​​
Passionate about marketing and media, I've got a varied technical & strategic marketing experience across projects in different sectors and mostly web oriented.
Work​
experience​
Digital marketeer Expert at AG Insurance
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February 2019 - Today
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As a Digital Performance Marketer, I have expertise in maximizing ROI through the optimization of digital marketing campaigns:
- Based on the campaign's objectives, target audience, and budget, my colleagues, who are also experts, and I strategically select the most effective channels to utilize, along with defining the KPIs to achieve. As an expert in Google Ads (Search, Display & YouTube), I then implement the campaign either independently or through an agency on the chosen channels. I optimize the campaign to meet the defined KPIs and provide comprehensive reporting on the results at the end of the campaign.
- I excel in real-time campaign optimization, landing page optimization, and leveraging user behavior insights to achieve positive outcomes.
- I monitor the market and inspire the teams with the most innovative performance marketing campaigns
- Additionally, I monitor and optimize the brand's organic presence through SEO and Google My Business.
Project officer digital marketing
at AG Insurance, Digital Experience Unit
February 2014 - February 2019
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- Coordinating digital marketing projects as a project manager, aiming to develop the digital presence of AG with various experts. Ex. of projects : the launch of new websites & GDPR adaptations, the launch of Google Ads campaigns, lead generation initiatives, newsletters, contests ...
- Translate business needs in digital solutions and manage execution of those projects by the web team: IT, webmasters, UX, copywriters, visual identity, external agencies…
- Reporting and impact analysis towards business
Soft skills
media planning
marketing
communication
people management
project management
planning
briefing
budgets
IT...
Computer skills
Google ads and Facebook/Instagram campaign management (implementation & optimisation): Search (SEA), Display, Demand Gen, YouTube, Facebook & Instagram
Search expertise: SEO & SEA
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Project management tools: MS Project, accounting programs…
MS office: PowerPoint, Word, Excel, Outlook…
Website tools: Google analytics, Adobe analytics, Adobe Experience Management (AEM), html and CMS basic use
Audiovisual editing: basic use of Final Cut Pro, iMovie,
Graphic & Sound programs: basic use of Photoshop, InDesign
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Account manager at BBDO, an international marketing and communication agency

​June 2012 - août 2013
- Lead digital marketing projects for ING on: facebook, website, SEO…
- Manage CRM marketing campaigns (DM, eDM and website updates) for Belgacom (B2B - B2C)
For each project, I manage: the recommendations, the scope, the budget, the planning, the briefing for multidisciplinary teams, the testing, and the analysis of results.
Account Executive at Wanabe, a “fusion” marketing and communication agency
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May 2010 - March 2012
Coordinate end-to-end integrated marketing campaigns for different reputed brands:
- Philadelphia and Miracoli : TV spots, POS material, website, packaging…
- European CanCer Organisation: website architecture (www.ecco-org.eu), design and print material for congresses
- Sanofi Aventis: websites (e.g.: www.diabetes24.be), SEO, functional analysis and newsletters
- L’Enseignement de Promotion Sociale: radio spots
- Total Mazout: website, newsletters and letters for a corporate action…
Languages
Project Manager at Emakina, an international digital marketing agency (web)
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September 2007 - February 2010
Native: French
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Good knowledge:
Dutch and English through bilingual specialization, private lessons & conversation tables
Manage the development of different interactive projects:
- Web-TV / web 2.0 concept: responsible for shooting of broadcastings for www.vwescape.tv, a Web-TV developed for VW; in charge of the newsletters and updates on the website – Demo:
- Bannering campaign for Belgacom products on www.skynet.be
- Print & web magazine: a corporate magazine for a pharma industry and Mine for Fortis
- Update of folders on www.cora.be …
Education
Hogeschool van Gent (Marcator)
​2006 - 2007
​Post-Graduation in International Marketing, Hogeschool van Gent, Departement Bedrijfskunde Mercator, bilingual diploma: Dutch and English.
Second semester 2006
Student Erasmus exchange program in Romania: Universitatea din Bucureşti, Facultatea de Jurnalism şi Ştiinţele Comunicării.
Institut des Hautes Ecoles des Communications Sociales (IHECS)
​2002- 2006
Master’s degree in Communication, Institut des Hautes Ecoles des Communications Sociales (IHECS); (Cum Laude every year).