Global Head of Direct to Consumer

• Nov 2020 - Present

Digital Experience Strategist | eCommerce Consultant

• Aug 2018 - Nov 2020

I am currently employed as a Digital Experience Strategist | eCommerce Consultant for Corra, an Adobe Magento Elite Partner with clients such as Sanrio and Creed Fragrances, and report to the Senior VP of Digital Strategy, providing consulting services for medium to large B2C and B2B eCommerce sites, helping them define their optimization roadmap. • Directing department of data insights and creation of services for digital experience audits, focusing on identifying and addressing user pain points via quantitative and qualitative research. • Implementing technology to increase engagement and revenue by optimizing the user experience. Key Achievements: • Recovered conversion rate in 2 months for an automotive client who had lost 40% of conversions after platform migration by creating intelligent insights, using web analytics, heatmaps & session recording. • Increased sales by 13% for a high-end US fashion retailer by using form analytics and optimising checkout. Show less

Senior Digital Product & UX Manager

• Jan 2016 - Jul 2018

I was employed as a Senior Digital Product & UX Manager for Lojas Riachuelo (Second largest fashion retailer in Brazil with 300 stores and 40,000 employees) and reported to the Head of eCommerce and Omnichannel, managing a team of 5 among UI Designers, Production Assistants and CRO Specialist, and international third-party team of 20 to develop virtual store. • Involved in full project lifecycle from choice of eCommerce platform and tendering / negotiation of system integrator to implementation of several front-end tools. • Launched pioneer Magento 2 Enterprise project within 14 months, leveraging omnichannel initiatives such as in-store pickup, in-store exchange and offline sales feeding online segmentation and product recommendation, as well as personalised product sort ordering using RichRelevance suite. • Defined all matters related to store front-end, including wireframes, layout, business requirements, analytics and later defined, specified and prioritized backlog. Key Achievements: • Built orders from 0 to +5000 orders per day within 2-years. • Implemented data-driven CRO initiatives 1-year after go-live, increasing conversion by 90% & AOV by 35%. Show less

Senior Digital Product Manager

• Feb 2014 - Jan 2016

I was employed as a Senior Digital Product Manager for Livraria Cultura (Traditional chain of bookstores in Brazil, founded in 1948) and reported to VP of Marketing, leading internal and external teams of up to 20 personnel, including Designers, Business Analysts, Content & Media Specialist and third-party Developers, delivering eCommerce platform. • Improved user experience, front-end technology and deployment of the eCommerce re-platform based on Oracle ATG & Endeca, a worldwide case for Oracle, giving large-scale catalogue of 8.5 million products. • Detected user pain points via web analytics and surveys, fix and measure improvement. • Adapted site to mobile using Canadian technology Mobify. • Became Senior Product Manager for the company, who was responsible for 25% of the company revenue. Key Achievements: • Conceived and led implementation of an algorithm to improve product search and sort 8.5 million SKUs. • Led A/B tests of design changes based on neuro-marketing hypothesis. • The site won eCommerce Brazil Award as Best Virtual Store of 2015. • Conceived and oversaw design and development of an innovative search tool to index and find books by colours of covers, using an open-source colour identification algorithm. Show less

Digital Product Manager for Marketplace

• May 2011 - Aug 2013

I was employed as a Digital Product Manager for Marketplace at Cnova (eCommerce market leader in France and 2nd in Brazil with 31 million orders/year) and reported to the Senior Manager of Omnichannel & Marketplace, managing third party vendors and internal Business Analysts to define / create a marketplace business model within eCommerce segment. • Created an aggregator of small to medium webstores, which later became a new business unit of company. • Distributed projects over 2 software companies and more than 15 companies involved in specific solutions and SOA technology for the integration of multiple eCommerce platforms. Key Achievements: • The project turned into the fastest-growing department of the company, through which more than 500 retailers were integrated into the large websites Extra.com.br, Pontofrio.com.br and Casasbahia.com.br. • Expanded product portfolio from 60k to around 1M products. Show less

IT Team Leader for E-Commerce

• Aug 2008 - May 2012

I was employed as an IT Team Leader for E-Commerce at Carrefour (Second-largest European supermarket chain) and reported to the IT Senior Manager, leading the eCommerce IT Team of Carrefour Brazil, conceiving and developing the virtual store for the hypermarket chain and later providing continuous improvement. • Oversaw go-live and managed site performance / speed optimisation and search engine optimisation. • Integrated virtual store with a product recommendation and behaviour targeting tool. • Implemented special logistics scheme for scheduled deliveries. Key Achievements: • Achieved fastest site among the largest virtual stores in the country (source: e-Bit). • Adoption of the project by Carrefour as global eCommerce benchmark. • Achieved 2 year predicted revenue in 12 months. Show less

IT Team Leader for E-Commerce

• Dec 2007 - Jul 2009

Delivered leadership to the technical analysts team, ensuring the gathering and designing of new virtual store solutions and enabling factory software to deliver them, monitoring and approving their developments and managing changes. Managed all IT service providers for the virtual store, such as the e-commerce platform, server hosting, SEO consulting and product search tool. I also managed the virtual store project portfolio and maintenance backlog, as well as reporting and follow up on production incidents. Show less

Project Manager for Ecommerce

• Nov 2005 - Nov 2007

Management of the large-scale e-commerce development project for the Pernambucanas chain department stores, using Microsoft C#.Net, MS Content Manager and MS Commerce Server. An omnichannel project that heavily relied on integrating with client’s legacy system, and became largely adopted by the +200 department stores, as an essential tool for additional sales. Management of the large-scale e-commerce development project for the Pernambucanas chain department stores, using Microsoft C#.Net, MS Content Manager and MS Commerce Server. An omnichannel project that heavily relied on integrating with client’s legacy system, and became largely adopted by the +200 department stores, as an essential tool for additional sales.

Project Manager for Web Banking

• Feb 2003 - Oct 2005

Co-managed the company's office in São Paulo and responsible for the Santander Bank web development core. PMI-based management of schedules, quality, finances and resources (at Rio de Janeiro and São Paulo) such as business analytics, UX/UI designers and developers. Co-managed the company's office in São Paulo and responsible for the Santander Bank web development core. PMI-based management of schedules, quality, finances and resources (at Rio de Janeiro and São Paulo) such as business analytics, UX/UI designers and developers.

Project Manager

• Jun 2001 - Feb 2003

Accountable for the management of sites and web platform system projects, including the scope, planning, implementation, task delegation, risk, quality and profitability assurance. Coordinated UI, design and development teams, including local and remote resources. Accountable for the management of sites and web platform system projects, including the scope, planning, implementation, task delegation, risk, quality and profitability assurance. Coordinated UI, design and development teams, including local and remote resources.

Front-end Developer

• 2000 - 2001

Websites front-end programming for clients such as Daimler-Chrysler, Submarino, Unibanco, Bardahl and Suvinil Websites front-end programming for clients such as Daimler-Chrysler, Submarino, Unibanco, Bardahl and Suvinil