New York, NY

(2020 - 2025) Director, E-commerce & Digital:

• P&L & Strategy: Full-funnel digital and e-commerce strategy and P&L for USA and Canada, establishing revenue targets, budget allocation, and investment strategies across all channels.

• Digital Transformation: Scaled D2C revenue 7x in 4 years, growing channel contribution to over 15% of the total business. 

• Tech Stack & Operations: Directed complex replatforming projects, including over 27 integrations, building a scalable infrastructure that supported continuous double-digit revenue growth.

• Omnichannel Integration: Led cross-channel marketing strategies that connect paid, earned, and owned media, continuously optimizing the customer journey to triple ROI and boost conversion funnel efficiency.

• Partnerships: Maximized revenue through strategic partnerships, effectively managing affiliate and influencer channels expanding brand reach.

• New Brand Launch: Spearheaded the digital strategy and website launch for Neurae, a new brand vertical, overseeing initial digital performance.

• Organizational Leadership: Managed and mentored a cross-functional team of seven (e-commerce, digital marketing, content, design, and customer service), driving upskilling initiatives that improved internal capabilities.

(2018 - 2020) Manager, E-commerce:

• Operational Excellence: Managed end-to-end e-commerce operations,, overseeing sales, promotions, product listings, inventory management, and order fulfillment to ensure best-in-class customer experience. 

• Lifecycle Strategy: Developed and implemented lifecycle marketing frameworks (promotional, content, and email calendars), resulting in a 4x increase in the active database and a 2.5x boost in CTO rates.

• Vendor Management: Managed external vendors and agencies, coordinating partnerships to streamline processes and ensure reliable execution of digital initiatives.

New York, NY

(2017 - 2018) Search Marketing Associate:

• Retail Media & SEM: Executed SEO/SEM strategies for major L'Oréal portfolio brands (L'Oréal Paris, Kiehl's, Carol's Daughter), analyzing search trends and customer insights to drive traffic and conversion. 

• Insights & Trends: Researched, developed and presented search trends, content and customer insights reports. 

• Strategy presentations: Contributed to the development of strategy decks for RFPs. 

New York, NY

(2016 - 2018) Brand Strategist Freelancer:

• Re-branding project for CCNY official campus store.

• Research and development of new logo, brand and digital marketing guidelines for the campus store, aligning communication across digital and traditional channels.

Curitiba, Brazil

(2013 - 2016) Senior Marketing Analyst:

• Developed and implemented customized segmentation and a consumer insights system.

• Conducted research and guidelines for new product lines.

• Analyzed sales, costs, pricing, and brand performance to produce actionable reports and strategic planning.

• Monitored competitor activities to inform strategic decisions.

Curitiba, Brazil

(2008 - 2012) Product Development Manager:

• Spearheaded all product development, from initial concept and R&D to final launch strategy.

• Ensured comprehensive market alignment by translating consumer needs and technical requirements into commercially viable product lines.

• Managed global supply chain operations, strategically sourcing and cultivating relationships with international suppliers across Pakistan, China, and Peru.

• Implemented robust quality control protocols by overseeing a critical partnership with a third-party (3P) quality control supplier.