Digital marketing & project manager

I run the whole
growth engine, not
just the ad account.

8+ years across paid media, SEO, CRO, lifecycle and web ownership — plus the project management that actually ships it: budgets, timelines, agencies and cross-functional teams. Currently running every function at once for My Goal Shop, because that's how growth compounds.

Based in Dubai, UAE Open to freelance & full-time French · English · Chinese
See the case study→ Get in touch
About

One person, every
function — and the
project behind it.

I started in web and UX at D-Link, leading cross-team project delivery on a global website launch. At MCI Group I directed digital strategy and projects across 20+ markets, managing brand assets in each local language and travelling on-site to train local marketers on the digital tools. Alongside that, I've built e-commerce, real estate and lead-generation websites end-to-end for small and medium businesses. Now I run every marketing function for my own e-commerce brand, My Goal Shop — paid media, SEO, CRO, email lifecycle and the storefront itself, built to a ~350-SKU catalog ahead of the 2026 World Cup.

What ties it together: I don't hand off the boring parts, and I don't let projects drift. I write the SEO product copy, build the email flows, fix the storefront's UX, and run the timelines, budgets and vendors myself — so nothing ships late, over budget, or without someone owning it end-to-end.

French — nativeEnglish — nativeChinese — professional
French national UAE Emirates ID — own-company visa Thailand DTV (Destination Thailand Visa) holder
0+
Years across paid,
SEO, CRO & lifecycle
0+
Markets directed
at MCI Group
0
SKUs — content,
UX & catalog owned
0x
ROAS — one part
of the full funnel
0
Years directing
strategy at MCI Group
0+
Agencies & local teams
aligned across markets
Career log

Where the reps came from

● LIVE 2026 — Present

Founder & Digital Marketing Manager

My Goal Shop · Remote

Owns the full paid-acquisition funnel for a football-apparel e-commerce brand — and runs it as a project: Meta Ads, tracking, budget, creative testing and the WooCommerce storefront, all against a hard World Cup 2026 deadline.

  • Built the Meta Ads program end-to-end — ~2.9x ROAS on core Purchase campaigns
  • Implemented Pixel + Conversions API, reaching a 96/100 Meta Opportunity Score
  • Runs a 350-SKU catalog with a tiered discount engine and CRO-driven UX
  • Manages suppliers, timelines and launch scheduling as a one-person project owner
  • Builds and directs AI agents to speed up creative production and content workflows, cutting time on complex, repetitive tasks
Meta AdsMeta Pixel & CAPIGA4 / GTMWooCommerceElementorA/B creative testingCROBudget managementProject ownershipAI agents
● ONGOING 2020 — Present

Freelance Web & Digital Consultant

Independent · Remote

Builds websites end-to-end for small and medium businesses — e-commerce, real estate and lead-generation sites — owning design, build, tracking and launch as a single project from brief to going live.

  • Delivered e-commerce, real estate and lead-generation sites end-to-end for SMB clients
  • Owns the full build: design, development, tracking setup and launch — no handoffs
  • Set up GA4, Shopify/WooCommerce builds, and Cloudflare DNS/SSL for client sites
Web design & buildE-commerce sitesReal estate sitesLead-gen sitesShopifyWooCommerceGA4 setupCloudflare
2020–2025 02/2020 — 12/2025

Digital Marketing Manager (Remote)

MCI Group · Geneva, then Dubai

Directed digital strategy and project delivery across 20+ markets in multiple languages from HQ, coordinating agencies, developers and designers against global KPIs, timelines and budgets. Managed the digital brand assets for every market and personally supported and trained local marketers through on-site visits.

  • Managed digital brand assets across 20+ markets, each in its own language
  • Supported and managed local marketers from HQ, travelling on-site to run training sessions on digital tools
  • Owned budgets and content strategy across markets with copywriters and analysts
  • Directed local market teams to keep regional execution aligned with global KPIs
  • Coordinated agencies, developers and designers to deliver projects on time and on budget
  • Trained teams on SAP, improving data feeding into marketing and sales reporting
Multi-market strategyBrand asset managementLocal marketer trainingProject deliveryBudget ownershipAgency managementSAPStakeholder coordinationTeam direction
2018–2019 05/2018 — 12/2019

Digital Marketing Engineer

D-Link · Taipei, Taiwan

Led UI/UX design and project delivery for the launch of the company's new global website, coordinating international design and development teams to a shared timeline, and tracked performance with GA across overseas business units.

  • Led design and launch of the global company website end-to-end
  • Coordinated international design and dev teams across regions to a single launch date
  • Tracked engagement with Google Analytics and distributed content to overseas BUs
UI/UX designGoogle AnalyticsWeb launchCross-team project coordinationContent distribution
MBA National Taiwan University of Science & Technology 2015 — 2017
BBA EM Lyon III 2011 — 2015
Featured case study

My Goal Shop: running every
function at once

Football jerseys, 350 SKUs, one operator covering strategy, site, content, lifecycle and paid media. The ad account is the visible part — here's the full picture.

ads.meta.com/mygoalshop — purchase campaign ● LIVE
Paid media slice — optimization progression
1.1x
1.9x
2.9x
ROAS by campaign-optimization stage — one channel among several I run
Opportunity Score96/100
SKUs with SEO copy350/350
Lifecycle flows live3 email
Gross margin67%
01

Strategy & tracking

Implemented Meta Pixel, Conversions API and GA4 side by side, closing the data-quality gaps that were capping delivery — lifted the Meta Opportunity Score to 96/100.

02

Paid media

Rebuilt campaigns to optimize progressively — ViewContent → AddToCart → Purchase — with continuous creative A/B testing. Purchase-optimized spend now runs at ~2.9x ROAS.

03

Site & conversion (CRO)

Redesigned the WooCommerce/Elementor storefront: sticky add-to-cart, mobile navigation, a tiered discount engine (−20/−30/−40% on the 2nd/3rd/4th jersey), and pricing tuned to a 67% gross margin.

04

SEO & content

Wrote French SEO product copy across the full 350-SKU catalog, including dedicated World Cup 2026 content, and produced ad creatives with AI video tools.

05

Lifecycle & retention

Built Klaviyo email flows — welcome, abandoned cart and post-purchase — to capture revenue paid media alone would leave on the table.

06

Project & ops management

Runs the whole thing as a single project against a fixed World Cup 2026 deadline: supplier timelines, bilingual vendor management, RGPD-compliant legal pages and shipment tracking — all owned by one person, end-to-end.

Toolkit

What I run the whole function with

0+ tools and disciplines, across six functions.

E-commerce & CRO

0
  • WooCommerce
  • Shopify
  • Elementor
  • Webflow
  • YITH WAPO
  • FunnelKit
  • Advanced Shipment Tracking
  • Vigbo
  • CRO

Content & AI

0
  • Klaviyo
  • French SEO copywriting
  • Higgsfield AI video
  • Creative production
  • Building & directing AI agents
  • AI-driven workflow automation
  • Process simplification

Tracking & analytics

0
  • GA4
  • Google Tag Manager
  • Meta Pixel & CAPI
  • PixelYourSite
  • Meta Events Manager
  • ROAS · CPA · CPL · CAC · LTV

Paid media

0
  • Google Ads
  • Meta Ads
  • Meta Ads Manager
  • Campaign structuring
  • Budget management
  • A/B creative testing

Technical & hosting

0
  • Cloudflare (DNS & SSL)
  • WordPress admin
  • SAP
  • DOM/CSS troubleshooting

Project management

0
  • Jira
  • Asana
  • Figma
  • Agency & vendor management
  • Cross-market direction
  • Budget & timeline ownership
  • Cross-functional team leadership
  • Stakeholder coordination
WhatsApp me