Gwendoline Harper-Michon

About

With a robust educational foundation in Management and Business Strategy from the Federation for European Education and a Masters in Communications from ISEFAC Bachelor, I have built a dynamic career in marketing and operations. As Head of Marketing at Mapiq, I led a global B2B marketing strategy, focusing on brand awareness and customer-lifetime value, while growing a team of 10. At Cutwork, I spearheaded a turnaround strategy, enhancing operational efficiency and profitability. My tenure at EVBox saw the establishment of a strong online presence and successful rebranding efforts. At Shell Recharge, I doubled website traffic and quadrupled lead generation through innovative demand generation and lead nurturing strategies. My experience spans across various industries, consistently driving growth, brand positioning, and operational excellence.

Experience

• Head Of Marketing · Mapiq11-01-2021 – 10-01-2023

  Responsible for conceptualizing and executing the global B2B marketing strategy as well as building and leading the marketing team. Reporting to the Commercial Director. Define and oversee the execution of the omnichannel marketing strategy, with a focus on brand awareness, thought leadership, sales enablement and customer-lifetime value through inbound demand generation tactics; Define the marketing objectives and performance metrics, marketing budget management and reporting; Grow the marketing team (up to 10 members), spanning brand & content, performance marketing, public relations & events, and product marketing; Lead the rebranding to ensure a strong brand positioning, image and messages, with the goal to offer a consistent, unified experience to the customers at every touchpoint.

• Head of Operations · Cutwork06-01-2020 – 10-01-2021

  Responsible for turnaround strategy and ensuring business operational efficiency and driving sustainable growth, by overseeing day-to-day administrative, financial and operational functions. Reporting to the CEO. Led and implemented a turnaround strategy with a focus on profitability, productivity, scalability and growth; Collaborated with the CEO to set and drive company's vision and strategy, advised on and spearheaded the delivery of strategic and operational key projects; Defined, oversaw the execution of and implemented key initiatives, through actionable goals, plans and performance indicators; Directly operated and oversaw operations, HR, legal and accounting, and managed external partners; Provided guidance, directed and supervised staff of just under 10, including creatives, architects, marketing; Initiated, defined, monitored and analysed performance with business metrics and OKRs tracking and ensured alignment with short and long-term objectives; Managed capital investment and expenses to ensure the company achieves targets relative to growth and profitability, tracked and established corrective measures as needed, prepared reports and forecasting; Streamlined structure and processes resulting in optimised growth in turnover, team efficiency and profitability; Ensured effective recruiting, onboarding, and performance management.

• Head of Marketing, Everon (SaaS) · EVBox05-01-2019 – 11-01-2019

  Responsible for conceptualizing and executing the global B2B marketing strategy for the European and American markets, as well as building and leading the marketing team. Reporting to the COO & Managing Director. Defined and oversaw the execution of the omnichannel marketing strategy, with a focus on brand awareness, thought leadership, sales enablement and customer-lifetime value through demand generation tactics; Initiated and led the rebranding to ensure a strong brand positioning, image and messages, with the goal to offer a consistent, unified experience to the customers at every touchpoint; Established company's first online presence across website and social media, and grew LinkedIn followers organically to 1,000 in 3 months with overall engagement ~8%; Prepared international events (CES Las Vegas, Fleet Europe Summit), including booth design, logistics, budgeting; Implemented supporting tools (Content Management and Customer Relationship Systems) in a timely manner; Defined the marketing team structure, hired and led a team of 4 marketers towards agreed company and department goals; Participated in weekly Management Team meetings and quarterly planning of the company's objectives and action plans.

• Demand Generation Manager · Shell Recharge04-01-2017 – 04-01-2019

  Responsible for brand awareness and thought leadership, demand generation, lead acquisition and nurturing strategies for the European market, through a variety of online (websites, social media, SEO, PPC, Marketing Automation) and offline (events, print) channels. Reporting to the Head of Marketing & Communications. Defined and executed brand awareness and lead acquisition strategies contributing to doubling the website traffic and quadrupling the amount of leads generated in a year time; Defined the lead nurturing strategy and set up the first email drip campaigns aiming to educate, onboard, cross-sell and up-sell our prospects and clients databases; Initiated Account-Based Marketing program to better align marketing and sales efforts; Led the website redesign (concept, design, development and maintenance of 7 localised sites) resulting in a simplified customer journey; Advised the CCO on a new marketing team structure aiming to better align with the company redefined sales strategy; Conducted financial modeling for online and offline marketing programs, including revenue expenditure and forecasting, and tracked the global marketing budget on a monthly and annual basis; Conducted international and multi-channel campaigns, including joint-campaigns with Shell, optimised through A/B testing and provided feedback for future campaign development; Selected and worked with external agencies to drive excellence in performance marketing: website, SEO, paid search and display activities; Managed team of 2 staff.

• Product Marketing Specialist · Shell Recharge07-01-2016 – 04-01-2017

  Responsible for the marketing campaigns related to hardware, software, app and services. Reporting to the Product Marketing Manager. Delivered campaigns for new products/services and features introduction; Optimised the Product Book and coordinated with relevant internal stakeholders to track products lifecycles; Contributed to the update of all online & print marketing assets following the rebranding; Managed and art directed visual content creation key projects (photography and 3D renders).

Education

• Federation for European EducationEuropean Masters Degree, Management and Business Strategy
• ISEFAC Bachelor, école de management, commerce, marketing et communicationMasters Degree, Communications
• Federation for European EducationEuropean Bachelor Degree, Communications (DEESCOM)

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