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Digital & Marketing Strategist | Web - E-Commerce - UX/UI - Branding - Creative Direction - Digital Activation.
Johana Kedjam
,
LONDON, United Kingdom
Experience
Other titles
Skills
I'm offering
Highly strategic, well-rounded and self-driven award-winning marketer with over 10 years’ experience working internationally.
With an entrepreneurial spirit, I get under the skin of the brand and take it to the next level, unlocking its growth potential.
Brand manager at my core, I love shaping & growing a brand from its positioning and portfolio development to its creative direction, bringing
strong and consistent branding across all touch points, and developing growth driving NPD ranges.
I then moved to digital where I enjoy devising and implementing solid D2C roadmaps and omni-channel campaigns, and taking on major
website redesign projects that elevate the end-to-end consumer journey and grow the ecom.
I am constantly balancing creative solutions with commercial realities, and long-term strategies with tactical decisions.
With natural leadership, I love developing people and building teams where happiness and efficiency come together.
Portfolio available on request.
With an entrepreneurial spirit, I get under the skin of the brand and take it to the next level, unlocking its growth potential.
Brand manager at my core, I love shaping & growing a brand from its positioning and portfolio development to its creative direction, bringing
strong and consistent branding across all touch points, and developing growth driving NPD ranges.
I then moved to digital where I enjoy devising and implementing solid D2C roadmaps and omni-channel campaigns, and taking on major
website redesign projects that elevate the end-to-end consumer journey and grow the ecom.
I am constantly balancing creative solutions with commercial realities, and long-term strategies with tactical decisions.
With natural leadership, I love developing people and building teams where happiness and efficiency come together.
Portfolio available on request.
Markets
United Kingdom
Language
English
Fluently
French
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - 2020
job
Group Digital Strategist - Web (Product Lead)
Web and ecom growth strategy.
Building the annual group web strategy and roadmap, including key objectives, initiatives and Colart (London, UK) priority focuses for each brand
Sep 2018 - present • Driving ecom initiatives (ideation of offers, online merch, online exclusives and customisable products, removal of barriers to purchase, AI engine personalisation)
• Negotiated and brought a new SEO platform to the business and building the SEO strategy to improve relevancy, traffic, engagement and conversion rate of our sites
Looking after the 8 brand websites of
• Regularly build omnichannel campaigns and always on plans in collaboration with the other
the group. Setting a new standard for
channel strategists (email, social, data)
web in a context of digital
• Setting up report templates and regularly reporting on web performances via GA
transformation: advocating for a D2C
shift through major web changes across
Website redesigns and re-platforming:
our brands (e-commerce lead website
• Successfully led and project managed website platform migration projects, directly improving
redesigns, devising and implementing
conversion rates, acquisition of traffic, email subscribers and reducing bounce
powerful web and lifecycle strategies,
• Entirely redesigned major and heavy websites from architecture (user journeys, sitemaps, hierarchy, campaigns and always on). Driving
UX wireframes) to high-fidelity designs Sketch
considerable growth, brand preference
• Building Hi-Fi prototypes on InVision and briefing developers
and engagement, ultimately shifting
• Optimise SEO content (H1, slugs, SEO titles, meta descriptions, internal links etc.)
minds to a more commercially savvy,
• Creative direction of photo shootings to elevate the website imagery and CX
insights led and consumer centred
• Building pages and menus, set redirections on WordPress and metadata on Yoast
approach.
Resource management & mentoring:
• Responsible for the resource planning and web budget
• Recruitment / upskilling resources in order to set foundations for a solid web team
• Mentoring, developing and supporting a team of 5, setting or helping with priorities
• Implementing a test and learn mentality and setting up ways of working and processes in the new
agile environment
• Stakeholder management and internal communication strategies (brand, commercial teams, C- suite and board members)
Sep 2018 - present • Driving ecom initiatives (ideation of offers, online merch, online exclusives and customisable products, removal of barriers to purchase, AI engine personalisation)
• Negotiated and brought a new SEO platform to the business and building the SEO strategy to improve relevancy, traffic, engagement and conversion rate of our sites
Looking after the 8 brand websites of
• Regularly build omnichannel campaigns and always on plans in collaboration with the other
the group. Setting a new standard for
channel strategists (email, social, data)
web in a context of digital
• Setting up report templates and regularly reporting on web performances via GA
transformation: advocating for a D2C
shift through major web changes across
Website redesigns and re-platforming:
our brands (e-commerce lead website
• Successfully led and project managed website platform migration projects, directly improving
redesigns, devising and implementing
conversion rates, acquisition of traffic, email subscribers and reducing bounce
powerful web and lifecycle strategies,
• Entirely redesigned major and heavy websites from architecture (user journeys, sitemaps, hierarchy, campaigns and always on). Driving
UX wireframes) to high-fidelity designs Sketch
considerable growth, brand preference
• Building Hi-Fi prototypes on InVision and briefing developers
and engagement, ultimately shifting
• Optimise SEO content (H1, slugs, SEO titles, meta descriptions, internal links etc.)
minds to a more commercially savvy,
• Creative direction of photo shootings to elevate the website imagery and CX
insights led and consumer centred
• Building pages and menus, set redirections on WordPress and metadata on Yoast
approach.
Resource management & mentoring:
• Responsible for the resource planning and web budget
• Recruitment / upskilling resources in order to set foundations for a solid web team
• Mentoring, developing and supporting a team of 5, setting or helping with priorities
• Implementing a test and learn mentality and setting up ways of working and processes in the new
agile environment
• Stakeholder management and internal communication strategies (brand, commercial teams, C- suite and board members)
Web, Architecture, Recruitment, Growth, Resource management, Transformation, Ai, Omnichannel, SOLID, Website, Online, CX, Direction, Planning, Processes, Social, UP, LED, E-commerce, Seo, UX, Sketch, Budget, Websites, Creative direction, Agile, Mentoring, Wordpress, Stakeholder Management, C, Wireframes, Management, Test, Invision, Content
2018 - 2018
job
Digital Activation Manager
driving reach and Colart.
Digital Activation Manager // • Building and implementing activation plans (campaigns and always on) across all consumer digital
touch points (social platforms, email, website, Amazon, PPC, display, SEO) - driving reach and Colart (London, UK)
engagement
Feb 2018 - Aug 2018 Building of emails mock ups with messaging hierarchy, automated email user journeys
• Building Amazon activation plans (A+ pages, brand store pages, ads) that were shared with local
Looking after the activation of Winsor & markets to drive Amazon sales in our different countries
Newton (fine art materials) and Snazaroo
• Supporting in digital paid media (PPC, Amazon AMS/AMG)
(face paint), I was building and
• Created B2B / online retailers activation toolkits and regularly shared best digital practice with implementing 360 omni-channel strategies
retailers in order to grow their online sell in.
for our global channels, owned websites,
• Shaping the new role, setting up new ways of working and communicating them to the different
local Amazon distribution channels and functions of the business.
online retailers). This position being
• Co-ordinating and managing implementation of initiatives (managing timelines, distribution plan and created to support the online initiatives
delivery schedules, as well as content) and setting KPIs
being brought in-house for the first time, I
• Regular analysis and reports with actionable recommendations for improvement, mapped against
shaped the role and implemented new
key digital and brand KPIs
processes, delivering successful
campaigns, and bringing synergy to our
channels.
Global Brand Manager // Liquitex (fine • Defining the global brand strategy and vision (5 years Long Range Plan, yearly brand plans) in collaboration with brand director.
art paint), Colart (London, UK) Project lead of the new brand identity overhaul: managed design & content
Apr 2014 - Feb 2018 strategy and its implementation across the entire product portfolio (over 1200 skus) and the marketing brand materials (brochures, POS, brand guidelines, etc).
For 4 years, Liquitex had my total dedication. I • Leading and implementing the core NPD pipeline (development of brand
was promoted from Junior to Global Brand new product ranges, full relaunch of a declining core category and Manager position after having successfully maintenance of ongoing ranges).
initiated, developed and launched the Muted Market study, research and insights organisation, concept and portfolio
Collection across multiple markets. Driving a definition, pricing strategy definition, P&L management, trade presentation,
34% growth over an entire category and setting trade fair organisation, communication strategy planning, assets development,
up a new standard within the business with the regularly reporting to GMT and other stakeholders.
launch pack I created (since used as best • Initiating and supervising the new merchandising system project from practice example).
concept thinking to development. Objective: Based on consumer insights,
In 2016, I had a clear vision of what the brand
improve shopper experience through in-store excellence.
could/should be. I then worked to make this
• Working closely with the local markets (mainly with US and Japan as primary
happen. The result? Nearly three years after, a
markets but ultimately across the globe) to ensure the projects and activities
completely repositioned, redesigned and are implemented in line with the brand strategy and guidelines.
relaunched Liquitex. A brand that is aligned
with its values and its audience. A brand with a • Managing and coordinating cross-functional teams globally (I&D, operations,
portfolio and communications assets that sales, local marketing teams, purchasing, regulatory, agencies ).
reflect its ethos, consistently across every touch • Creative direction and management of photo and video shootings.
point (products, sets, leaflets, merchandising, • Planning and controlling the brand A&P budget (between 600K to £1.2M)
website). Directly driving considerable • Experience in operations and pilot manufacturing.
sustained growth and brand preference. • Strong track record in project management.
touch points (social platforms, email, website, Amazon, PPC, display, SEO) - driving reach and Colart (London, UK)
engagement
Feb 2018 - Aug 2018 Building of emails mock ups with messaging hierarchy, automated email user journeys
• Building Amazon activation plans (A+ pages, brand store pages, ads) that were shared with local
Looking after the activation of Winsor & markets to drive Amazon sales in our different countries
Newton (fine art materials) and Snazaroo
• Supporting in digital paid media (PPC, Amazon AMS/AMG)
(face paint), I was building and
• Created B2B / online retailers activation toolkits and regularly shared best digital practice with implementing 360 omni-channel strategies
retailers in order to grow their online sell in.
for our global channels, owned websites,
• Shaping the new role, setting up new ways of working and communicating them to the different
local Amazon distribution channels and functions of the business.
online retailers). This position being
• Co-ordinating and managing implementation of initiatives (managing timelines, distribution plan and created to support the online initiatives
delivery schedules, as well as content) and setting KPIs
being brought in-house for the first time, I
• Regular analysis and reports with actionable recommendations for improvement, mapped against
shaped the role and implemented new
key digital and brand KPIs
processes, delivering successful
campaigns, and bringing synergy to our
channels.
Global Brand Manager // Liquitex (fine • Defining the global brand strategy and vision (5 years Long Range Plan, yearly brand plans) in collaboration with brand director.
art paint), Colart (London, UK) Project lead of the new brand identity overhaul: managed design & content
Apr 2014 - Feb 2018 strategy and its implementation across the entire product portfolio (over 1200 skus) and the marketing brand materials (brochures, POS, brand guidelines, etc).
For 4 years, Liquitex had my total dedication. I • Leading and implementing the core NPD pipeline (development of brand
was promoted from Junior to Global Brand new product ranges, full relaunch of a declining core category and Manager position after having successfully maintenance of ongoing ranges).
initiated, developed and launched the Muted Market study, research and insights organisation, concept and portfolio
Collection across multiple markets. Driving a definition, pricing strategy definition, P&L management, trade presentation,
34% growth over an entire category and setting trade fair organisation, communication strategy planning, assets development,
up a new standard within the business with the regularly reporting to GMT and other stakeholders.
launch pack I created (since used as best • Initiating and supervising the new merchandising system project from practice example).
concept thinking to development. Objective: Based on consumer insights,
In 2016, I had a clear vision of what the brand
improve shopper experience through in-store excellence.
could/should be. I then worked to make this
• Working closely with the local markets (mainly with US and Japan as primary
happen. The result? Nearly three years after, a
markets but ultimately across the globe) to ensure the projects and activities
completely repositioned, redesigned and are implemented in line with the brand strategy and guidelines.
relaunched Liquitex. A brand that is aligned
with its values and its audience. A brand with a • Managing and coordinating cross-functional teams globally (I&D, operations,
portfolio and communications assets that sales, local marketing teams, purchasing, regulatory, agencies ).
reflect its ethos, consistently across every touch • Creative direction and management of photo and video shootings.
point (products, sets, leaflets, merchandising, • Planning and controlling the brand A&P budget (between 600K to £1.2M)
website). Directly driving considerable • Experience in operations and pilot manufacturing.
sustained growth and brand preference. • Strong track record in project management.
Organization, Growth, Implementation, Pos, Support, Development, Amazon, Regulatory, Fine art, Npd, Online, Direction, Market study, Processes, Social, Manager, UP, Brand identity, Websites, Design, Seo, Project Management, Video, B2B, Operations, Research, Budget, Marketing, Creative direction, PPC, Controlling, Management, Sales, ADS, Content, Website
2011 - 2013
job
Marketing assistant // Jacomo
Firmenich.
Marketing assistant // Jacomo • Led the development of two new perfumes: market and trends studies, brief
(fine fragrance) - France to perfume houses (Firmenich, Mane, IFF, Takasago, Givaudan, Robertet):
Oct 2011 - Oct 2013 positioning, graphic identity, name, fragrance, bottle, packaging, pricing,
planning, production follow-up
The start of a passion for fragrances and product • Developing promotional products, POS and GWP
making. For two years, I helped the brand to • Responsible for the commercial relationships with retailers and distributors
elevate the level of its communications to retailers • Responsible for trade activities (direct mailing campaigns, in-store activities,
and consumers through visually impactful assets, annual calendars, commercial offers)
before being given the responsibility to develop • Built communication plans, brand guidelines and marketing collaterals,
and launch two new fragrances. organised events and partnerships (radio, press, web)
(fine fragrance) - France to perfume houses (Firmenich, Mane, IFF, Takasago, Givaudan, Robertet):
Oct 2011 - Oct 2013 positioning, graphic identity, name, fragrance, bottle, packaging, pricing,
planning, production follow-up
The start of a passion for fragrances and product • Developing promotional products, POS and GWP
making. For two years, I helped the brand to • Responsible for the commercial relationships with retailers and distributors
elevate the level of its communications to retailers • Responsible for trade activities (direct mailing campaigns, in-store activities,
and consumers through visually impactful assets, annual calendars, commercial offers)
before being given the responsibility to develop • Built communication plans, brand guidelines and marketing collaterals,
and launch two new fragrances. organised events and partnerships (radio, press, web)
Marketing, Packaging, Radio, Pos, Development, Web, Production, UP, LED
My education
Communications School
Masters, Class
Masters, Class
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