Interim Marketing & Front-End Web Specialist

Exact, 4-Month Interim Across 12 Localised Sites and a CRO-Driven Homepage Redesign

Embedded interim role in Exact's Marketing Communications team, covering a maternity leave. Managed 12 localised websites across EMEA, APAC, and the Americas; ran a CRO programme anchored on an A/B-tested homepage redesign and lifted newsletter lead generation by +144%.

+144% lead generation (newsletter) via A/B-tested homepage redesign

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Challenge

Exact, a leading Dutch business software company, needed an interim marketer who could step into its Marketing Communications team during a maternity leave and keep a multi-region web programme moving. The portfolio spanned 12 localised sites across Europe, Asia Pacific (China, Malaysia, Singapore), and the Americas, with a parallel CRO and homepage-redesign workstream that needed to land measurable lead-gen improvement, not just visual change.

Approach

Managed 12 localised websites across Europe, Asia Pacific (China, Malaysia, Singapore), and the Americas
Ran conversion rate optimisation grounded in UX research, then validated changes through A/B testing on the homepage redesign
Did front-end development directly in the stack (Joomla, SQL, PHP, HTML, CSS) so optimisation decisions could ship without bottlenecking the dev team
Optimised landing pages and on-page SEO around the lead-capture journey, focused on newsletter subscription as the measurable conversion
Worked as embedded interim for the full four months, pro-active rather than transactional, and acted as a strong advisor to the team lead

Results

+144% increase in lead generation (newsletter subscriptions) from the A/B-tested homepage redesign

12 localised websites managed across EMEA, APAC, and the Americas during the engagement

CRO programme delivered as a repeatable framework — UX research → hypothesis → A/B test → ship — that the team continued to run after the interim ended

SEO improvements rolled into landing pages alongside the redesign, compounding the conversion lift

Team adopted the data-driven working method, with the lead noting 'we made a lot of improvements during this 4 months'

"Are you looking for an interimmer who can make a difference in a short period of time? Patric can be your guy. He did a great job as a replacement during a maternity leave. A nice guy who integrated smoothly in the team, being pro-active and delivering much more than expected. Patric is data-driven in his work, not doing stuff for nothing, and a strong advisor. The team stood open for his suggestions and we made a lot of improvements during this 4 months."
Petra Vunderink, Head of Marketing Communications, Exact

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