I was handling these fairtrade strategic online initiatives for the business-2-consumer-market and the business-2-business-market. FairTrade4all was an Extrico initiative and consisted of 5 fairtrade projects: fairtrade4kids, fairtrade4u, fairtrade4business, ZilverenKetting.ORG (which means ‘silver necklace’) and TassenOnline-Shop.nl (which means ‘bags’). All selected products in those 5 assortments were WFTO certified. WFTO stands for the World Fair Trade Organization (formerly known as IFAT). The products have been imported to the Netherlands from Africa, Asia, and the Americas. Besides marketing, I also did stock management.
I was responsible for improving user experience (UX), for coping with HTML and CSS, for managing web design, for optimizing landing pages and user/sales/marketing funnels, and for rolling out marketing roadmaps.
Highlights were CMS (Joomla and Luondo/VirtueMart), website-calls-to-actions (CTAs), SEO, SEM, SERPs, Conversion Rate Optimization (CRO), Social Media Marketing (SMM), ROI and KPIs, A/B Testing (Split Testing), display ads via pop-ups and banners (PPC/CPC/CPL/CPM/CPS), customer journeys and customer life cycles, and Data & Web Analytics (Google Analytics/Google AdWords).