21 octubre, 2019 Leire Carrera

CV in english

Global Brand & Communications Manager (France and Spain)

Currently in charge of the communication and brand strategy of the Exaprint Group (France and Spain) within the B2B and D2C market. I have an excellent eye for the transformation of objectives into strategies and the adaptation of these into actions to reach potential audience.

Besides being an expert in institutional communication and content strategies, my knowledge of the French and Spanish markets allows me to create global campaigns and adapt them according to their local characteristics (ATL and BTL). I am able to withstand pressure and am used to working on several projects at the same time.

PROFESSIONAL BACKGROUND

Global Brand & Communications Manager

2020-Present                                                  EXAPRINT Group (Cimpress BU)

  • Lead and Coordination of the Brand & Com team (France and Spain)
  • Global Brand & Com planning and strategy in France and Spain
  • Development of Inbound Marketing in France and Spain
  • Budget management, definition and monitoring of KPIs and reporting
  • Analysis of markets and targets
  • Achivements:
    • Unification of the Brand and Communication team France-Spain 

Brand and Inbound Marketing

2019-2020EXAPRINT (Montpellier, FRANCE)

  • Design and implement annual brand, events and content strategy
  • Development of strategic targets
  • Leadership and execution of multichannel campaigns: Branding, Products, GTM and Inbound Marketing (website, offline, online, social media, emailing…)
  • Creation of experiences around the brand (for customers and employees)
  • Work cross-functionally with marketing, product, sales, insights and analysts and PR to deliver accurate strategies and storytelling of the brand and products
  • Coordination of partners, stakeholders and communication devices (agencies, service providers, sourcing …) and events (trade fair, partnerships, conferences …)
  • Conducted advanced market and competitive analyses, highlighting opportunities and trends
  • Definition and application of effective KPIs, reporting and monitoring of the impact of actions developed by the Communication department
  • Budget management
  • Achievements:
    • Inbound marketing: more than 600 white paper downloads per month
    • Marketing campaigns: 200% increase in the use of our online training during the COVID-19 crisis.

Traffic and Aquisition

2016-2019                                                                                               EXAPRINT (Montpellier, FRANCE)

  • Implement and develop e-commerce paid acquisition strategies (B2B) and multichannel campaigns on and offline
  • Development of Inbound Acquisition strategies
  • Content Marketing project manager : Landing pages, content pages, magazines and white papers
  • Implement and develop SEO strategy from the beginning : on page and off page
  • Budget management
  • Create weekly and monthly reports highlighting leads and key benchmarks
  • Achievements:
    • SEO: +50% organic traffic in 3 months with the positioning of 160 words in the Top10 in google, of which 60 were in the TOP 3

Social Media Manager

2014-2016                                                                                               EXAPRINT (Montpellier, FRANCE)

  • Plan, build and maintain editorial calendar
  • Community management
  • Create weekly and monthly reports
  • Subsidiaries coordination

PR and communications manager

2012-2013                                                                                        VK Comunicación (Bilbao, SPAIN)

  • Management of 5 to 10 customers simultaneously: IT, Industry and Consummation.
  • PR strategies and media relationships development.
  • Crisis and control strategies implementation: on and off line.
  • Events, press conferences, exhibitions showcases and press tours organization

Content creator, journalist, audiovisual projet management

2002-2012                                                                                               Medias (Spain and Italy)

  • Team manager and video content creator
  • Broadcast, web radio and content journalist.

EDUCATION

2015 Master Degree in Marketing and Digital Brand Strategy Management

IDRAC Business School (Montpellier, FRANCE)
2014 Master Degree in Advertising and PR Management

ESIC Business School (Bilbao, SPAIN)
2012 Bachelor specialization in Broadcast Media

Universitá degli Studi di Bari (Bari, ITALY)
2006 Bachelor of Journalism

Basque Country University  (Bilbao, SPAIN)

COMPLEMENTARY INFORMATION

AWARDS (July 2015)
Top of the class of Master in Brand Strategic Marketing and Innovation IDRAC Business School (Montpellier, FRANCE)

KEY SKILLS
Adobe Photoshop
Marketing Automation
SEO
SEM
Estrategia de contenido
CMS
Edición de video
Microsoft OS