Expert Lead Analysis
il y a 4 semaines
The B2C Sales team manages multiple channels for energy supply, services, and installations. Within this framework, the Digital Sales division focuses on website and online partner sales, emphasizing digital innovation and optimization. This position reports to the E-Commerce Expert and supports the execution of the digital lead generation strategy to drive sales through the company’s digital channels.
Mission
The E-Commerce Lead Expert is responsible for implementing and executing digital lead generation strategies for the B2C and PRO energy supply segments. This includes designing and running test campaigns, performing data-driven analysis, optimizing conversion rates (CRO), conducting continuous A/B and multivariate testing, and reporting on performance. The role ensures that digital leads are generated, properly ingested, and effectively followed up by the relevant sales channels.
Key Responsibilities
Own the lead generation strategy and tactics within the e-commerce operational and strategic plans.
Manage lead flows from implementation to optimization , ensuring smooth qualification and high conversion rates with end-channels.
Collaborate with end-channels (inbound, outbound, and direct sales) to optimize lead-to-sale follow-up.
Set up, run, and monitor lead ingestion processes , reporting, and lead scoring models.
Design, execute, and analyze test campaigns to drive lead generation.
Continuously optimize lead flows , including incomplete sales, cross-vertical flows, and content-driven funnels.
Analyze customer journeys and recommend improvements across product pages, funnels, and CTAs.
Work closely with Digital and Marketing teams to implement and improve features based on testing and analytics.
Conduct benchmarking and competitive analysis to identify digital best practices in the sector.
Key Performance Indicators (KPIs)
Number of leads generated
Lead quality and engagement scores
Conversion rate (CRO) uplift through experimentation
Velocity and success rate of A/B testing
Reduction in bounce and drop-off rates
Inflow of inbound leads
Competencies
Strong analytical skills with experience in CRO and analytics platforms (e.g., Google Analytics, Hotjar, Optimizely)
Hands-on experience with lead generation for residential and professional markets
Expertise in testing platforms and UX analysis
Knowledge of digital advertising (Google, Meta, Display, etc.)
Ability to translate data into actionable business recommendations
Strong stakeholder collaboration and communication skills
Proactive, structured, and results-driven mindset
Qualifications & Experience
~ Master’s degree in Business, Marketing, Digital, or equivalent experience
~ Proven track record in conversion optimization and performance analytics
~ Fluent in Dutch or French; working proficiency in English
~5+ years of experience in e-commerce, preferably in energy, telecom, or banking
~ Demonstrated expertise in CRO, performance campaigns, and analytics
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