Erwan Jacob
London
Summary
Seasoned digital marketing expert (>20 years) with extensive experience in performance marketing and organic channels. Skilled in digital attribution, tracking, marketing tech & analytics, with a strong focus on strategy development. Proven ability to enhance brand visibility and drive growth through innovative marketing solutions. Open to exploring new industries and advancing digital transformation initiatives.
Overview
16
16
years of professional experience
4
4
years of post-secondary education
1
1
Certification
Work history
VP Growth Marketing
Farfetch
London
2024.12 - Current
- Lead Global Performance Marketing, CRM/Loyalty, Organic Channels, Marketing Technology and Marketing Analytics (team of 60), reporting directly to Coupang C-level leadership.
- Own $2.5bn+ annual GTV and a combined yearly media and promotions budget exceeding $250m, delivering double-digit growth while maintaining strict financial guardrails across ROAS, LTV, and profitability metrics.
- Partner closely with Product, Engineering, Trading, Supply Chain, and Finance leadership to develop and execute integrated marketing strategies aligned with company growth objectives.
- Manage and strengthen strategic relationships with key marketing platforms and partners, including Google, Meta, TikTok, Partnerize, and global loyalty/payment partners such as Visa, Amex, and Payback, as well as marketing technology providers including MoEngage.
Senior Director Performance Marketing & Brand Media
Delivery Hero
Berlin
2018.07 - 2024.11
- Lead and oversee a team of up to 80 marketing experts specialized in Search, Display, Paid Social, Offline, ASO/SEO, and MarTech.
- Spearhead efforts resulting in a direct 25% contribution to our total customer acquisition and manage 75% of the overall top-of-mind investment across all channels.
- Shape and craft a comprehensive marketing strategy while establishing a robust measurement framework for Performance Marketing attribution, tracking, and incrementality.
- Lead strategic dialogues and roadmap development with key partners, including Google, Meta, TikTok, Apple Search Ads, as well as various agencies and third-party providers.
Head of Search Engine Advertising
Zalando
Berlin
2017.04 - 2018.06
- Oversee a team of 25 SEM Managers while managing an annual budget of €90 million.
- Implement automation strategies that revolutionize task execution and streamline processes, ultimately optimizing the team's efficiency and productivity. This includes the utilization of scripts, campaign builders, machine learning-driven bidding algorithms, and a streamlined account structure.
- Assume a pivotal role in nurturing and maintaining the overarching relationship with Google Ads, ensuring strategic alignment and maximizing the benefits of this partnership.
- Act as a distinguished speaker and representative of Zalando, showcasing our expertise and vision at various industry events and engagements.
Director Search Marketing & MarTech
Rocket Internet
Berlin
2014.01 - 2017.03
- Orchestrate the strategic marketing launches of multiple ventures and investments backed by Rocket Internet, encompassing SEM, Display, Facebook, SEO, and marketing analytics.
- Achieve significant revenue growth and cost reduction in SEM campaigns for Rocket's premier ventures, including Delivery Hero, Zalando, Lazada, and Foodpanda, among others. These efforts have resulted in substantial savings in the tens of millions.
- Lead and manage a high-performing team of 25 SEM Managers and analysts, including SEM Managers and analysts specializing in Google Ads, Google Analytics, Python Developers, and Data Scientists.
- Innovate and develop new bidding algorithms and account structures, leveraging machine learning-driven bidding algorithms and a streamlined account structure.
- Play a pivotal role in shaping the development of the Google API, collaborating closely with a team of skilled developers and programmers. Additionally, drive innovation in bidding algorithms by partnering with a team of Data Science experts, solidifying your position at the forefront of technological advancements in SEM.
Head of SEM International
Groupon
Berlin & Dublin
2010.01 - 2014.01
- Lead and manage international SEM campaigns across 40 countries, leveraging SEM/GDN platforms on Google.
- Professionally lead the establishment and growth of the SEM team, crafting a robust account structure, and developing advanced bidding and optimization strategies to drive exceptional results.
Education
Postgraduate - International Marketing
University of Constance
Constance, Germany 1997.09 - 1998.06
Graduate Business School - Marketing
Kedge
Marseille, France 1994.09 - 1997.09
Skills
Digital Channels (SEM, Display, Paid Social)
Organic Channels (ASO, SEO)
Brand Media (TV, OOH, Online Branding)
Digital Attribution & Tracking
MarTech
Marketing Strategy
Marketing & Customer Analytics
CRM
Certification
2025 - Google Ads Certifications (Search, Display, Video, Shopping, Apps&Measurement)
LANGUAGES
English | Advanced
German | Advanced
French | Native
Italian | Intermediate
Spanish | Elementary
OTHERS
2025-2026 - Member of Google Executive Client Council for Retail & Consumer Goods (UK/I)
2012-2026 - Regular speaker at Google, Meta marketing events in Berlin, Dublin and London
2018-2022 - Teaching Search Marketing & Display Marketing at Kedge Business School MBS Program, 2018-2024 - Freelancing for various companies in Search Marketing
HONORS & AWARDS
2019 - Winner of the Drum Awards for best Search Marketing Campaign Automation in London
Timeline
VP Growth Marketing
Farfetch
2024.12 - Current
Senior Director Performance Marketing & Brand Media
Delivery Hero
2018.07 - 2024.11
Head of Search Engine Advertising
Zalando
2017.04 - 2018.06
Director Search Marketing & MarTech
Rocket Internet
2014.01 - 2017.03
Head of SEM International
Groupon
2010.01 - 2014.01
Postgraduate - International Marketing
University of Constance
1997.09 - 1998.06
Graduate Business School - Marketing
Kedge
1994.09 - 1997.09