Open to opportunities

Morel Abona

@morelabona

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Digital marketing & growth leader engineering DTC ecommerce, CRM, and paid growth.

Belgium

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What I'm looking for

I’m looking for a DTC or digital team where I can own the full marketing & technology stack—ecommerce, CRM, paid/social, and analytics—using CRO and native storytelling to drive measurable growth.

I’m a results-driven digital marketing and growth professional responsible for generating over a billion organic impressions across digital platforms. I’ve engineered social media momentum—growing an account from 0 to 4 million followers through storytelling, strategic content planning, and hands-on production.

With 7+ years of premium brand content strategy and production management, I’ve worked across Louis Vuitton, Sony Music Entertainment, Universal Music Group, and Proximus. I’m comfortable partnering across product, design, community, engineering, and analytics to optimize customer journeys, launch calendars, and performance.

Right now, as Head of Marketing & Technology at Aspilon Cosmetics, I own the full marketing and technology stack—web, paid, social, CRM, and analytics—plus end-to-end ecommerce (design systems, CRO, SEO, checkout/payment integration). I’m running platform-native production to drive scale (100M+ organic social views in 6 months), managing Google Ads and Meta/TikTok acquisition, and enabling data-driven launches with A/B testing, feature flags, and reporting.

Experience

Work history, roles, and key accomplishments

Current

Head of Marketing & Technology

Current

Aspilon Cosmetics

Dec 2025 - Present (7 months)

Own the full marketing and technology stack for a DTC cosmetics brand, including ecommerce storefront, CRO/SEO, analytics, and paid social/search. Generate large-scale organic social growth, run acquisition and experimentation (A/B testing, feature flags), and lead email lifecycle programs.

Marketing Technology Stack Ecommerce Conversion Rate Optimization SEO Analytics CRO Paid Acquisition Google Ads TikTok A B Testing Email Marketing Lifecycle Segmentation Deliverability

Digital Production

Louis Vuitton

Sep 2024 - Dec 2025 (1 year 3 months)

Supported EMEA digital merchandising and customer journey optimization through homepage curation, navigation improvements, and weekly product launch execution. Managed EMEA websites to brand standards and curated editorial/activation content via CMS.

Customer Journey Navigation Product Launch Management Website Maintenance CMS Digital Activations Performance Analysis

Digital Content Owner

Proximus

Dec 2022 - Sep 2023 (9 months)

Coordinated contact-centre, marketing, and production stakeholders to prioritize video topics and deliver scripts and audiovisual content. Led production of customer support FAQs/content and improved reach through YouTube optimization and SEO while monitoring analytics to refine strategy.

Video Content Production Copywriting Content Production YouTube Optimization SEO Monitoring Content Strategy

Digital Marketing Lead

Debond Protocol (Desmo Labs)

Jul 2022 - Dec 2022 (5 months)

Led and managed the social media team and launched cross-functional campaigns with product, design, community, and engineering. Owned go-to-market strategy for a funded Web3 startup, building online presence and e-reputation.

Social Media Team Leadership Social Media Campaigns Stakeholder Management Go To Market Strategy Web3 Marketing Web Presence Reputation Management

Digital Marketing

Sony Music Ent.

Dec 2020 - Apr 2022 (1 year 4 months)

Analyzed KPIs before/during/after campaigns to optimize engagement and audience growth. Supported artists and labels across TikTok, Instagram, Facebook, YouTube, and Twitter, including creating the 'Ghosty' avatar concept for a major TikTok/Instagram growth initiative.

KPIs Social Media Marketing Audience Growth TikTok Instagram Facebook YouTube Twitter Artist and Label Support Content Creation Analytics

Digital Marketing

Universal Music Group

Sep 2020 - Dec 2020 (3 months)

Drove digital strategies for new territories using Google Analytics data analysis, SEO, Google Ads, and social media marketing. Coordinated with A&R, managers, creative directors, and PR to execute digital plans across social, search, and other digital channels.