Context
Zenithe was spending on marketing without a reliable way to attribute return.
Challenge
Building measurement infrastructure in an organisation where marketing had historically been reported as activity, not return.
What I did
- Built full-funnel attribution models tracking lead quality, LTV:CAC ratios and campaign ROI
- Built Power BI dashboards for leadership visibility
- Implemented A/B testing frameworks across web and campaign assets
- Ran structured audits and remediation of the corporate digital estate — zenitheinsurance.com in French and English, and the Zen'App landing page — with the development team, covering functional bugs, broken journeys and conversion copy
- Took ownership of the annual marketing budget, forecasting and performance reporting to the Directeur Général and executive committee
Result
- 15% conversion rate improvement through structured testing
- 10% monthly website traffic growth
- 40% increase in digital engagement through optimised content and channel strategy
- Marketing reframed from a cost line to an accountable revenue channel at board level
What I’d tell you about it
The dashboard changed the conversation more than any single campaign did. Once leadership could see cost per acquisition next to lifetime value, arguments about budget became arguments about which channel — which is a much better argument to be having.