Sylvain Le Barillec

Head of SEO/ASO/GEO

SNCF Connect & Tech, La Plaine Saint-Denis, France

(Permanent contract) - Current Position (since June 2020)

Management of a team of 3 SEO Project Managers for the SNCF Connect website, and, additionally, for Rail Europe websites until 2022.

• Definition of the organic SEO, GEO, and ASO strategy for SNCF Connect: content (massive production of inspirational and automated content), technical (identification and prioritization of features), backlink acquisition, and tooling/dashboarding.
[cite: 11]
• Collaboration with Product Owners / Product Managers to integrate SEO into the Product roadmap.
[cite: 12]
• Cross-functional projects: Migration from OUI.sncf to SNCF Connect, decommissionings (Rail Europe, Assistant SNCF), Google Transport, customer review collection platform, Adjust Smartbanner, etc.
[cite: 13]

SEO Team Lead

eDreams OdigeO, Barcelona, Spain

(Permanent contract) - 3 years (2017-2020)

Management of a team of data analysts, webmasters, and developers focused on SEO performance.

• Creation of an internal platform providing a consolidated visualization of various SEO KPIs and data sources (Botify, Google Analytics, rankings, financial data, etc.) and automated tools (traffic forecasting, reputation monitoring, massive keyword generation, content QA, etc.).
[cite: 16]
• Design, coordination, and launch of landing pages for the SEO department and other business units.
[cite: 17]
• Project budgeting & risk analysis.
[cite: 18]
• Main point of contact for system administrators (SysOps) & the team in charge of developing the internal CMS.
[cite: 19]

Additional duties: Acted as interim Head of SEO when required (1.5 years).
[cite: 20] Recommendations: Linkedin (Head of SEO and Director of SEO and Social Media). [cite: 21]

SEO Senior Data Analyst

eDreams OdigeO, Barcelona, Spain

(Permanent contract) - 1.5 years (2015-2017)

• Implementation and management of analysis, case studies, and business impact reports for SEO campaigns.
[cite: 23]
• Project prioritization based on expected business impact.
[cite: 24]

SEM Executive

eDreams OdigeO, Barcelona, Spain

(Permanent contract) - 1.5 years (2014-2015)

• Creation, management, and optimization of paid search campaigns for the United Kingdom (Opodo UK & eDreams UK).
[cite: 26]
• In charge of the "Brand bidding agreement" project with airlines (non-bidding clauses).
[cite: 27]
• POC (Proof of Concept): "Kenshoo pre-conversion data" project aimed at optimizing bidding for long-tail keywords via specific tracking.
[cite: 28]

Achievements: "Sylvain main contribution to SEM has been to manage a 1,500k€ monthly budget, achieving for the calendar year a 15% YoY purchase growth rate with 1,900k€ NRM YoY uplift." [cite: 29]

Traffic Manager

LM Young & Rubicam, Nantes, France

(Permanent contract) - 2 years (2012-2014)

• Development of multi-channel webmarketing proposals for agency clients (pitches and post-sales).
[cite: 31]
• Traffic generation: paid search campaigns, SEO, Facebook Ads & affiliate marketing.
[cite: 32]

Webmarketing Project Manager

L'Officiel du déménagement, Nantes, France

(Permanent contract) - 3 years (2009-2012)

• SEA: Management of paid search campaigns (AdWords, Bing Ads & Yahoo! Search Marketing).
[cite: 34]
• SEO: Website redesign aimed at increasing organic traffic and boosting conversion rates (content, ergonomics, A/B and multivariate testing, webmastering).
[cite: 35]
• Partnership management (white labels, visibility exchanges, monetization of the client database, etc.).
[cite: 36]

Webmarketing Executive

Mediaveille, Rennes, France

(Permanent contract) - 2.5 years (2007-2009)

• SEA: Management of paid search campaigns (Google AdWords, Microsoft adCenter & Yahoo! Search Marketing).
[cite: 38]
• Campaign management on price comparison engines (Pangora, Shopping.com, Le Guide, etc.) - Email marketing: Integration and broadcasting of newsletters.
[cite: 39]