Gwen Blécon

Head of the Global Paid Search team and grow Kaspersky’s digital business (B2C & B2B)
Search Marketing Strategy
Responsible for defining and rolling out the direct to consumer strategy from top to bottom of the conversion funnel and leading a team to execute across all regions. Lead an integrated Marketing approach to ensure campaigns are well coordinated across all channels (paid media, earn media & CRM). Lead and manage $10 Million annual budget and quarterly planning across regions and business segments and search engines (including Amazon). Leverage cutting-edge technologies and tools including Kenshoo Search and Nielsen (attribution model).

Stakeholder Management
Develop and maintain strong relationships with key business stakeholders through regular communication & reporting to across all parts of the business. Follow up on campaign planning to ensure deliverables were met.

Search Marketing Best practices
Ensure adherence to digital best practices across team members & agencies to ensure maximum profitability and digital brand awareness. Audit search media processes to ensure data integrity and consistency.
Management of Test & Learn approach of local search engines, landing pages, audiences, ads, keywords.
Benchmark past and current local and regional partnerships; identify opportunities for development and follow up on implementations to maximize ROI.

Team management
Build and lead in-house and agency teams of regional search managers. Lead regular team meetings, 1:1, QBRs. Support team development through training & coaching. Manage Performance and Compensation reviews.

Driving the EMEA search strategy and implementation to grow Adobe EMEA digital business (B2C & B2B)

Stakeholders and Relationship Management
Develop a trusted advisor relationship with a dedicated client group: EMEA marketing stakeholders and
Field Marketing and Corporate Search team. Regular reporting and highlights on the search strategy
during QBRs.

Paid Search ROI and New Customers Acquisition
Maximise search ROI by optimising search pillars: keywords, ad copies and landing pages. Focus on acquisition of new customers through non-brand keywords with tailored ad copies and pages. Develop advanced search tactics such as landing pages a/b tests & search retargeting using Adobe Audience Manager.

Paid Search Planning
Manage an annual budget of $4M across EMEA for B2C & B2B. Lead the search marketing budget by geo and segment based on performance & business objectives, working closely with pan-EMEA marketing managers.

SEO of Adobe Marketing Cloud website
Improve traffic & rankings on strategic pages across T1 countries on Adobe Marketing Cloud pages, blog, [URL MASQUÉE] and Adobe Summit and Site Search (on-page optimization, technical SEO implementation, backlink campaigns). Regular SEO audits & reporting of KPIs to key EMEA stakeholders (QBRs).

Drive end-to-end direct to consumer digital marketing campaigns, from brief development, through creative and media execution, to measurement and reporting, and clear communication at each step of the process.

Develop and implement digital marketing strategy across various channels initially focused on lead generation, both paid and organic. Lead the creation of a compelling content (blog posts, ad copy and video) to attract new audiences.

User acquisition: Responsible for the execution of SEA, SEO and ASO strategies and campaigns.

Analytics Manager: Responsible for tracking key marketing analytics and key performance indicators as well experiments. Communicate performance data and experiment results to internal stakeholders.