As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I put together a web analytics dashboard with KPIs linked to the organisation’s objectives, conducted a website audit and kick-started regular reporting to track the performance of the website and the social media campaigns. The website audit and reports were key in identifying points of improvement as well as in the creation of a digital strategy and the decision-making regarding a major website revamp. Regular reporting helps constantly improve the online campaigns by indicating what type of content drives more engagement, what should be improved, what topics should be addressed next etc and by providing an understanding of the online audience’s demographics, interests etc.
SNV is a non-profit organisation working to increase people’s incomes and employment opportunities in productive sectors like agriculture as well as to improve access to basic services such as energy, water, sanitation and hygiene. The organisation is dedicated to a society in which all people, irrespective of race, class or gender, enjoy the freedom to pursue their own sustainable development.
- Laura is a professional digital marketer, covering aspects from strategy to online campaigns and web analytics reporting. She developed the digital marketing strategy and managed SNV's website refresh from redesign recommendations all the way through to implementation with the web agency. The website revamp together with the online campaigns led to a steady increase in visits and engagement. Laura combines strategic insight with thoroughness and an eye for detail. She has a strong sense of ownership and responsibility.