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Sarah-LaureCaggiano

Product & digital marketer in New York.
Launching products.Writing content that catches the eye.Building websites that bring in leads.Setting up tracking from scratch.Cleaning up the CRM.Automating the boring parts with AI.Making technical products easy to get.

Email me
Witbe New York Allplan Paris Siemens Paris LinkedIn @sarahlaure-cga
Sarah-Laure, a polaroid in front of the Empire State Building, next to a New York street sign: Open, Marketing Roles, One Way

About

Welcometo my little corner of the internet.

I turn complex products or services into stories people actually care about, connect the dots between creativity and data, and love working things out along the way.

French, based in NYC, marketer by trade, fiction writer by night. I like exploring new ideas and seeing where they take me.

Have a look around, and if something catches your eye, let’s talk!

Born in Based in Paris and New York7+ years in digital marketingSpeaks French and EnglishLearning Available from JanuaryDIY mentality is my strengthMilk is my weakness

In numbers

A few results I'm proud of.

40xmore inbound leads after the website rebuild, six months before vs afterWitbe Salesforce
+30%organic traffic in the five months after the relaunch, vs the year beforeWitbe GA4
2KLinkedIn newsletter subscribers in ten editions, from zeroWitbe
400+registrants for a joint webinar with Hilti, IDEA StatiCa and SCIAAllplan

The things I shipped

What they said

Feedback from my last managers.

Charles Parissierin
Charles ParissierB2B marketing director my manager at Allplan

“She connects marketing execution with performance analysis.”

Read the full letter

I had the pleasure of managing Sarah-Laure for several years and greatly valued her combination of creativity, analytical rigor, and exceptional organization. She connects marketing execution with performance analysis, bringing fresh ideas and a clear understanding of how marketing supports sales.

Highly autonomous and reliable, she takes ownership of her work and follows through with care and sound judgment. As her manager, I knew I could trust her to move projects forward independently while contributing thoughtfully to the team.

Beyond her professional skills, her warmth and sense of humor brought a lot to the team and made her a well-liked colleague across the company. I would gladly work with her again and warmly recommend her for a digital marketing role combining creativity, analytics, and business impact.

LinkedIn September 2026
Marc Crebassain
Marc CrebassaBusiness developer, Life Sciences my manager at Siemens

“Sarah-Laure has always been a driving force.”

Read the full letter

I worked with Sarah-Laure on setting up marketing tools for the Life Sciences market, to promote Siemens' new offer to the sales force and to end users.

Committed, full of ideas, energetic and with a real appetite for marketing communications, Sarah-Laure led many cross-functional projects: writing marketing documents (industry brochures, product sheets and more), creating an e-learning program, and organizing trade shows and internal events.

Positive every day, autonomous in her work and a strong team player, Sarah-Laure has always been a driving force. I recommend her without hesitation.

LinkedIn January 2022 translated from French

Where I have worked

From my first job to my specialization.

Uptown studies train now boarding.
Downtown work train, next stop Siemens.
Uptown StudiesDowntown WorkPUniversité Paris CitéBachelor, Economics & ManagementIINSEECMaster, Marketing & Digital StrategyNNEOMAMSc Marketing & Data AnalyticsSSiemensProduct & Digital MarketingAAllplanMarketing & Communication SpecialistDigital Transformation OfficerMarketing & Strategy SpecialistWWitbeDigital Specialist, New York
2017201820192020202120222023202420252026

Witbe

Digital Specialist in New York, since June 2025

AI-powered software for video quality monitoring and test automation, used by broadcasters and streaming platforms. witbe.net ↗︎

  • Product owner of the website rebuild, with a designer and a developer: 40x more inbound leads, +30% organic traffic
  • Product launches, including the latest AI releases, with content that makes technical features easy to understand
  • Use cases and success stories that help the sales team
  • Took the lead on Salesforce, tracking and lead capture
  • A LinkedIn newsletter grown to 2,000+ in ten editions

What I lovedA big step for me: a new city, and a real tech company working close to AI. A great product with so much potential, in a field that matches my passions, and a close-knit team that keeps pushing each other to find the next good idea.

BeforeAfter
The old Witbe websitebefore
The new Witbe website, rebuilt end to endafter

Drag to compare the old site and the one I rebuilt.

A wall of the emails I designed and sent at Witbe.

Allplan

Marketing for the French market, in Paris, from February 2022 to July 2025

BIM software for architects and engineers, part of the Nemetschek Group. The marketing lead for the French market. Allplan France ↗︎

  • Official voice of marketing for the French sales team, and the link with other countries, the group and HQ
  • White papers and technical content that bring in leads from architects and engineers
  • Launched new channels: e-shop, webinars (one with 400+ registrants) and a blog
  • Grew traffic and turned it into leads: SEO, Google Ads, LinkedIn Ads, conversion forms
  • Trade shows from booth to follow-up: Batimat, BIM World, Architect@Work
  • Watched competitors' messaging and launches to sharpen our positioning

What I lovedWe were three in marketing, handling the events, the communication and all the marketing for the company, which made me versatile and handy. I also had a real voice in the decisions and the strategy, with a manager who believed in me 100%.

  1. Marketing & strategy specialistthe whole French market
  2. Digital transformation officere-shop, webinars, blog
  3. Marketing & communication specialistcontent, CRM, ads, events
Allplan content, 1Allplan content, 2Allplan content, 3Allplan content, 4

Blog and white papers I ran for the French market.

Siemens

Product and digital marketing for Life Sciences, in Paris, from October 2019 to September 2021

Product marketing for the Life Sciences market (pharma, cosmetics): positioning, packaging and go-to-market of the offer. Siemens Life Sciences ↗︎

  • Repackaged the full Life Sciences offer, as product marketing
  • Led the go-to-market launch of Smart Lab Solution
  • Promo film and sales e-learning: one simple message, for customers and for sales
  • Webinars, trade shows, SEO/SEA, lead tracking

What I lovedMy first job where I was trusted with a product from start to finish. I wasn't in the marketing team or the sales team, I reported to the France sales manager for Life Sciences, which gave me a lot of room to be creative, on strategy and on content. Life Sciences was a brand new field for me, and learning it inside such a big, well-organized company taught me a lot.

Illustration of a Siemens smart labhover to see the launch
Smart Labone launch
brochurespromo filmSEO / SEAwebinarstrade showse-learning

On the ground

Trade shows, webinars and launches,
straight from my LinkedIn.

Sarah-Laure CaggianoDigital Marketing NAB Show 2026 Las VegasApr 24, 2026 🌐
in

I usually experience events from my desk: campaigns, content, analytics, website… This week I was actually there, at NAB Show 2026. Five days in Las Vegas with the Witbe team, surrounded by broadcasters, streaming platforms and the tech teams behind the content we consume every day. A good reminder of how much marketing-sales alignment matters in the field. 😊

photo 1photo 2photo 3
Sarah-Laure CaggianoDigital Marketing Webinar Hilti × IDEA StatiCa × SCIA × AllplanMar 20, 2025 🌐
in

Happy to have taken part in this great collaboration between Hilti, IDEA StatiCa, SCIA and Allplan France! 400+ registrants for a joint webinar run from Hilti's Boulogne office. translated from French

photo 1photo 2
Sarah-Laure CaggianoDigital Marketing Batimat 2024 ParisOct 4, 2024 🌐
in

That's a wrap on Batimat 2024! A huge thank you to everyone who came by the Nemetschek Group stand to meet the Allplan France team. Four days of demos, conversations and coffee. translated from French

photo 1
Sarah-Laure CaggianoDigital Marketing NEMspiration Day 2024Mar 7, 2024 🌐
in

Yesterday was NEMspiration Day 2024: a full day with the Nemetschek brands, customers and partners, talking about where building design is heading. translated from French

photo 1photo 2
Sarah-Laure CaggianoDigital Marketing Architect@Work BordeauxNov 30, 2023 🌐
in

Allplan at Architect@Work Bordeaux, stand 75. Two days meeting architects and showing them what BIM can do for their projects. translated from French

photo 1photo 2
Sarah-Laure CaggianoDigital Marketing BIM World ParisApr 5, 2023 🌐
in

See you at BIM World! Allplan France on the Nemetschek stand, E10/G11. translated from French

photo 1photo 2

What I bring

My toolbox, not exhaustive.

Web & content

  • Website ownership, brief to launch
  • Landing pages and clear, converting content
  • SEO and SEM

Data & tracking

  • Tracking plans built from scratch
  • Dashboards that drive decisions
  • Privacy and consent that build trust

CRM & demand gen

  • Lead capture, from form to sales
  • Clean, segmented data
  • Nurturing and email campaigns

AI & automation

  • Advanced prompting, AI used to the max
  • Agents and automated workflows
  • Faster brainstorming and drafts

Beyond the tools

  • Loves to create, eager to learn
  • Resourceful, always finds a way
  • Diplomatic, loves cross-team work
old_wisdom.txt

> open old_wisdom.txt --read-slowly

You can lead a horse to water, but you can't make it drink.

> ./convince_horse.sh --ask-nicely

// It applies to almost everything, and to marketing most of all: you can put the right message in front of the right people, the decision still has to be theirs. So you make the water worth drinking.

Studies

Economics first, then marketing, then data.

NEOMA Business School, MSc Marketing & Data Analytics

Ranked #1 in France for digital marketing and data analytics (Eduniversal 2026).

Why a second master'sI watched AI arrive and wanted something more technical, so I went back to school for data and AI.

Thesis: subscriber loyalty on Netflix, Prime Video and Disney+, a quantitative study of 214 users.

INSEEC Business School, Master in Marketing

Thesis: how big data use shapes trust inside smart buildings, from expert and occupant interviews.

Université Paris Cité, Bachelor in Economics & Management

Sarah-Laure CaggianoDigital Marketing NEOMA Business SchoolJun 12, 2025 🌐
in

🎓 Graduated! MSc in Marketing & Data Analytics from NEOMA, done as a work-study with ALLPLAN France. This time it's the last one… I think 😅 translated from French

photo 1photo 2
Sarah-Laure CaggianoDigital Marketing INSEEC Grande ÉcoleApr 22, 2022 🌐
in

Master's in Marketing & Digital Strategy from INSEEC Grande École, received on April 16. Two years of work-study at Siemens, next stop Allplan. translated from French

photo 1

How I think about AI

A little philosophical talk.

  1. 01It is inevitable

    Creating and evolving is part of being human. I don't push back on change, but I'd rather follow it from the very start and learn, so I never end up lost, rejecting it or afraid of it.

  2. 02A creative partner

    It lets people turn what is in their head into something real, even without every skill to build it. This portfolio is proof. It is a great brainstorming partner too.

  3. 03Guardrails matter

    We need them, and that's normal with everything moving this fast. They protect people and creativity and teach good use, because AI has ecological, economic, political and social stakes.

Terms of hire

Surprises are great for birthdays. Less so at work.

You get

  • Someone who can own the full stack, alone if needed
  • Someone who backs decisions with evidence
  • Someone chill, always in a good mood
  • Someone motivated who follows the news and the markets

You don't get

  • Someone running social media or events day to day
  • Someone you’ll need to micromanage
  • Someone who waits to be told what to do
  • Someone who says yes to everything, even when it isn’t right

Ask me anything

Type straight on your keyboard, or click the screen.
A few words unlock something.

peel & stick on the computer

ask_anything.txt
SARAH-LAURE

Also me

  • Dog person
  • Too many cameras
  • Loves filming, never editing
  • A notes app full of quotes and ideas
  • 18 months in New York
  • Purple belt, taekwondo
  • Americano over anything
  • Pizza slice, even tattooed
  • The Last of Us
  • Detroit: Become Human
  • Cyberpunk 2077
  • Always trying something new
  • Collects SpongeBob things
  • A playlist for every mood
on_repeat.mp3
0:00 / 0:30press play
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Available from January, based in New York.

sarahlaurecgga
@gmail.com
Email me LinkedIn
thesis_neoma_2024.pdf

MSc Marketing & Data Analytics NEOMA 2023–2024 supervised by Laura Trinchera

Loyalty in the streaming era: what keeps subscribers on Netflix, Prime Video and Disney+

How much do SVoD loyalty strategies (personalization, exclusives, service quality, price, social proof) actually shape subscriber behavior in a crowded market?

214valid responses (of 284)
79%subscribe to 2+ platforms
78.9%log in daily or several times a week
5hypotheses, tested per segment
Platform usage among respondents
Netflix93.9%
Prime Video68.7%
Disney+51.4%
Sample split, n=214
Multi-platform169
Single-platform45
Price is the #1 reason to switch
Single-platform44.4%
Multi-platform26%
Loyalty variance explained by exclusive content
Single-platform27.6%
Multi-platform20.7%

The five hypotheses

So what

Two profiles: single-platform users are price-first, multi-platform users (the majority) want service quality and variety. Retention needs a mix: flawless streaming, smart pricing tiers, steady exclusives, and segment-specific plays.

Method: Qualtrics survey 5-point Likert scales correlations and linear regressions in SPSS and Excel
thesis_inseec_2021.pdf

Master in Marketing INSEEC 2020–2021 with Juliette Leroy supervised by Manuel Lesaicherre

Big data in companies and its influence on trust inside smart buildings

How does the way companies use big data shape people's trust relationships within smart buildings?

2voices: subject-matter experts and building occupants
5variables studied
2kinds of trust: organizational and interpersonal

The model we explored

Company choicescollect use data TransparencySurveillanceData useComfort safety Trustorganizationalinterpersonal Well-beingat work

Key finding

It is not big data, or collecting it, that damages trust. It is the choices companies make about how they collect and, above all, use it.

Those choices decide whether a climate of trust emerges, and with it the level of well-being at work. Data strategy is a people strategy.

Method: qualitative study, semi-structured interviews with experts and smart building occupants
born_1997.jpg
Sarah-Laure's face on a baby dinosaur

1997: the oldest Gen Z.
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