Maria P.

Maria Luiza is a Brazilian CRO and growth professional with nearly 4 years of experience helping DTC e-commerce brands improve conversion, revenue, and customer value through experimentation, funnel optimization, and data-driven strategy. She has primarily worked with Shopify-based brands across supplements, beauty, pet health, coffee, and clothing, supporting U.S., Brazilian, and European companies. She is currently Head of CRO at a previous company, a U.S.-based men's hair and health subscription brand, where she leads CRO strategy across landing pages, PDPs, quizzes, and checkout flows and manages a team of three consisting of one designer and two developers. She owns the experimentation roadmap and collaborates with design, development, leadership, and paid media teams. Previously, she worked at a previous company, a previous company, CRO Gurus, and SA, leading A/B and multivariate testing, landing page optimization, offer development, UX/UI improvements, and e-commerce performance initiatives. She has experience with subscription businesses through a previous company and a previous company and is familiar with retention metrics and strategies.

• •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 a previous company 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 a previous company, 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.

• •Uses AI tools alongside Replo to accelerate the creation and launch of landing-page test variations.

Brings hands-on experience across CRO and growth strategy, Experimentation and testing roadmaps, A/B and multivariate testing, Conversion rate optimization, Funnel analysis and Landing page and PDP optimization. Also works across Offer development, Advertorial optimization, UX/UI optimization, Subscription e-commerce, DTC e-commerce and Revenue and conversion optimization. Metrics:

• •CVR
• •RPV
• •PPV
• •CAC
• •ROAS
• •AOV
• •LTV
• •bounce rate
• •churn rate
• •subscription CVR/RVV/PPV
• •Shopify
• •Replo
• •GemPages
• •Figma
• •Intelligems
• •VWO
• •Crazy Egg
• •Hotjar
• •Microsoft Clarity
• •GA4
• •Looker Studio
• •Checkout Champ
• •Google Sheets
• •Excel
• •Slack
• •Team leadership and cross-functional collaboration

Industries:

• •supplements
• •beauty
• •pet health
• •coffee
• •clothing