Fernanda CRISTO E SANTOS

Launched the e-commerce platform built for professional bakers and pastry chefs, going from zero to 2M € turnover in 18 months:
- Managed customer acquisition and retention, including promotions (Black Friday, 20% off for the first order, etc.);
- Trained and supported 90 sales representatives all over France;
- Supervised customer service and oversaw registration flow;
- Liaised with Puratos HQ team to implement UX and functional improvements based on user feedback and user tests.

Coordinated content creation and digital marketing actions to foster lead generation and increase sales both online and offline:
- Partnered with product managers to run online product launch campaigns;
- Managed social media accounts (Facebook, Instagram and Linkedin);
- Drafted blog articles, supervised video production, created landing pages and newsletters (5000 subscribers, 30% avg. open rate)
- Worked with third-party agencies to monitor and improve SEO performance and run SEA campaigns (Google Ads);
- Monitored navigation statistics using Google Analytics, Google Search Console and other tools;
- Managed the digital marketing budget and a team of 2 people.

Managed Sodexo's corporate websites and intranet editorial updates:
- Drafted content in English, French and Portuguese;
- Managed 3 freelancers responsible for content integration via a CMS;
- Distributed content to local teams (30 countries);
- Designed and implemented editorial guidelines for the global intranet. In one year, the news section pageviews increased 163%;
- Supported intranet contributors from different functions (HR, Legal, Finance, etc.) and country teams on content production, advising them on editorial and digital best practices and User Experience.

Monitored navigation statistics and SEO performance using Google Analytics, Google Search Console and other tools.

Run the global emailing tool, training users and advising them on best practices.

Social Media: drafted and published Linkedin and Twitter posts in English.

Supported communications and marketing teams from 40 countries in the deployment of digital projects (websites and social media).

Contributed to the corporate websites revamp project: identified and translated countries business needs into technical specifications, liaising with IT and agencies.

Recorded and edited tutorial videos, drew up SEO and editorial recommendations as well as functional user guides for remotely assisting local teams. Prepared and led training sessions for local teams.

Drew up editorial content for internal and external publications of mining and steel mill companies (Anglo American, Vallourec, Gerdau): sustainable development reports, corporate magazines, internal newsletters, radio advertising.

Conducted an editorial revamp of Anglo American’s Brazilian website.

Led the team responsible for implementing the agency’s social network strategy.