Maria P.

Experience Summary

Maria Luiza is a Conversion Rate Optimization professional with nearly four years of experience helping DTC ecommerce brands improve conversion rates, revenue per visitor, average order value, and overall customer journey performance. Her career progression has been rapid, advancing from CRO Intern to CRO Analyst, CRO Manager, and most recently Head of CRO, demonstrating strong growth potential and increasing leadership responsibilities. Her experience is heavily concentrated in the DTC ecommerce space, where she has led experimentation programs across landing pages, product detail pages, advertorials, quizzes, offer structures, and checkout flows. She has worked with both agency and in-house environments, supporting brands across the United States, Europe, and Latin America. Maria combines hands-on testing execution with strategic planning, leveraging analytics, customer behavior insights, and experimentation frameworks to drive measurable business outcomes. Her background includes managing optimization programs across multiple Shopify stores, collaborating with developers and designers, and leading cross-functional teams focused on growth.

Key Achievements

- Rapid Career Progression in CRO Progressed from CRO Intern to Head of CRO in under four years, demonstrating strong performance, technical capability, and leadership potential. Advancement reflected increasing ownership of experimentation strategy, team management, and business impact. - Delivered Meaningful Conversion & Revenue Improvements Led A/B and multivariate testing initiatives at Pel. that resulted in a 12% increase in conversion rate and an 11% uplift in revenue. Managed a team responsible for experiment execution and quality assurance across multiple international markets. At Wuf., executed testing programs that generated up to 14% improvements in conversion rate, 14% increases in revenue per visitor, and 9% growth in subscription orders. Contributed through offer development, pricing optimization, bundle strategies, gifting initiatives, and advertorial improvements. - Managed Multi-Brand CRO Programs As a Freelance CRO Consultant with CRO Gurus, managed optimization initiatives for up to eight ecommerce clients simultaneously. Delivered consistent conversion improvements through structured testing roadmaps, UX experimentation, and revenue-focused optimization strategies. - Led Large Cross-Functional Teams At SA, managed CRO initiatives across seven client accounts while coordinating a team of eight developers, four designers, and one intern. Served as the central point of alignment between Media, CRM, SEO, UX/UI, and development teams. - International Ecommerce Experience Worked with brands operating across the United States, Norway, Sweden, Germany, the Netherlands, Finland, and Brazil, gaining exposure to different customer behaviors, ecommerce markets, and testing environments.

Skills

Work Experience