Context
Swiss educational institutions sell a decision that takes months, involves the whole family, and crosses languages and time zones. There is no single moment of conversion to optimise — there is a long relationship that either holds together or leaks.
Customer relationship
I own the journey from first touch to enrolment: mapping how prospective families actually move through consideration, where they stall, and which questions go unanswered long enough to lose them. That mapping is what makes the rest of the work targeted rather than speculative.
A large share of it is the handover between marketing and sales. Leads that arrive well-qualified and badly followed up are indistinguishable, in the numbers, from leads that were never any good.
Internal process
Technical SEO. Crawling and auditing the sites so the content families search for is reachable and indexed, and the organic channel compounds instead of decaying.
QA testing. Systematic checking of forms, tracking and journeys across devices and markets. In a multi-market setup, a broken form in one language is invisible in aggregate reporting and expensive for months.
AI-assisted content. Inbound content built with AI assistance against best practice, so output scales without the quality drifting.
Reporting
I built a single Looker Studio layer pulling UA, GA4, Meta Pixel and Google Ads into one view — reporting the C-level actually reads, rather than four dashboards nobody opens. Marketing and strategic plans with set KPIs are delivered against that view.