Eugenia M.
Brand & Social Commerce Leader | Head of Brand Marketing
Notable Highlight
Scaled TikTok Shop operations end-to-end while managing paid media across Meta, TikTok, and Google Ads—combines ecommerce chops with creator workflows and performance analytics.
Experience Summary
Marketing professional with 8+ years of experience across growth marketing, brand marketing, and digital marketing, including performance acquisition, ecommerce growth, and full-funnel campaign execution. Currently serving as Brand Manager at RP for nearly 2 years, overseeing brand and growth-focused initiatives. Combined strategic brand ownership with hands-on paid acquisition management, ecommerce operations, creator and influencer execution, and data-driven decision-making. Demonstrated strong paid media expertise across Meta, TikTok Ads, Google Ads, and DV360, with approximately 1 year of direct end-to-end TikTok Shop operations ownership and 5+ years of broader TikTok ecosystem experience. Ecommerce and performance background includes Shopify, Triple Whale, Google Analytics, Google Search Console, and email marketing via Klaviyo. Direct experience managing creator and influencer campaigns through YouGam and Incense. Analytical and systems-oriented professional who integrates AI tools into daily workflows, particularly Claude, within communication, project management, and documentation systems.
Key Achievements
* Built 8+ years of multi-channel digital marketing experience spanning growth, brand, paid acquisition, ecommerce, and creator-led performance initiatives. * Owned TikTok Shop operations end-to-end, combining ecommerce management, creator workflows, and performance optimization. * Developed expertise in paid media across Meta, TikTok, Google Ads, and DV360, with analytical ownership of campaign performance and attribution. * Built AI-assisted operational workflows using Claude and other automation tools to improve execution efficiency and analysis.
Skills
Work Experience
Head of Brand Marketing & Social Commerce
Res. · June 2024 – Present
- Launch and scale TikTok Shop from zero, owning strategy and execution across creators, paid, ops, and reporting.
- Position TikTok Shop as both a brand-building and revenue channel.
- Build and manage an affiliate network of 1,000+ creators.
- Own dashboards tracking GMV, CAC, creator performance, and channel ROI; report directly to the CEO.
Branding Lead / Performance Specialist
Win. · December 2021 – June 2024
- Lead brand and growth initiatives for DTC and app-based clients across US & LATAM.
- Design full-funnel strategies combining brand, performance, creators, and content.
- Partner with leading brands including PedidosYa, Ualá, DiDi, Rappi, Nickelodeon, Globoplay, and Bigbox.
Growth & Branding Consultant
MC · Buenos Aires, ARG
- Consult on branding and growth strategy for Argentina's electoral campaigns.