Emmanuel Joly

Accomplishments

​Highlights from my most recent experience at Zerto and Symantec.

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• Complete redesign of the Zerto website: 

During the initial redesign phase, covering the Zerto Technology and Solutions sections, the homepage, and a new “What is Zerto” page, the site was expanded from 32 to 65 pages to map to user-journey stages, enable self-nurturing, and improve search visibility (SEO). Subsequent phases addressed the remainder of the website..

- Delivered New: positioning, content (copy, imagery, category, and delivery); visual design; information architecture;  taxonomy;  site sections;  page layouts; navigation; and overall user experience.

- Updated: the CMS by adding the Brizy page-builder to WordPress; the publishing process;  and the web tech stack.

• Post-redesign performance across the Marketing Section:

  • All Sessions: +33% | Organic Sessions: +44% 

  • User engagement score: +80% | Converted sessions: +30%

  • Contact Us & Demo Requests inquiries: + 26% 

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• Content Strategy & Management on Zerto.com:

A comprehensive content strategy was established and managed across Zerto.com, with execution spanning strategy, planning, production, and editorial scheduling.

- Led Blog & new SEO-focused categories (Glossary and Essential Guides sections): Launched and managed the Blog and SEO-focused categories from strategy through editorial cadence, covering planning, production, and scheduling.

- Created Role & Outcome-based content: Developed content for 3 personas and 8 outcomes using customer research, product insight, and customer reviews, then applied to on-site self-identification and targeted campaigns.

- Kept alignment with brand and product positioning pre- & post-HPE acquisition: Adapted site structure and content to accommodate major launches, removals, and additions of products and capabilities while maintaining brand and product consistency.

- Increased relevancy, expanded discovery: Set up and deployed Pathfactory to deliver curated, topic-related assets on-page in a seamless experience. Implemented Personyze, integrated with Leadfeeder, to deliver personalized experiences.

• Performance from content-related activities:

  • Sessions over Marketing Section: +30% YoY 

  • Glossary from launch (FY22) to FY24: Sessions grew 5x | Blog & Glossary Sessions: +13% YoY  

  • Highest engagement &  binge rate over Pathfactory benchmark data | Used as a customer reference for vendor

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• Analytics, Optimization, and Personalization at Symantec:

- Started Analytics & Optimization program from scratch: Established analytics (Adobe Analytics) and A/B testing (Adobe Target) capabilities. Built the team structure and end-to-end process, from ideation and opportunity identification through validation, test execution and analysis, with direct and indirect resources across UX, Development, project management, and analytics.

- Implemented personalized experiences based on firmographics and targeted accounts: Delivered firmographic personalization on the home page and targeted-account experiences on landing pages using DemandBase, Adobe Target, and later Evergage (now Salesforce Interactive Studio)

• Performance from Optimization & Personalization activities:

  • Increased homepage traffic to targeted Symantec Solution pages: Sessions increased 3x  | increased conversion on LPs up to 110%.

  • Insights from testing and analyses informed the website redesign of specific areas (e.g. product detail pages) and led to design changes that improved user engagement and conversions.  

- Developed and implemented a User Engagement Score: Created a model to measure visitors’ content consumption and interaction levels using Adobe Analytics; the approach was later leveraged on Zerto.com and adapted to be used with Google Analytics.

- Established standardized tracking and data management: Implemented governance, taxonomy and capabilities for measuring activities and campaigns across digital marketing using Claravine integrated with Adobe Analytics, improving data quality and enrichment.