Notable Highlight
Carolina successfully led marketplace growth strategies for major international brands, managing high-profile e-commerce partnerships across multiple countries and marketplaces.
Experience Summary
Carolina Velasco is an e-commerce and growth management professional with over six years of experience specializing in marketplace strategy, digital merchandising, conversion rate optimization (CRO), customer journey optimization, and e-commerce growth across Latin America. She managed marketplace operations and commercial strategies for leading global brands including Adi., KC, JJ, Walmart, Mercado Libre, Dafiti, Falabella, and Shopify-based direct-to-consumer businesses. Her expertise spans marketplace management, Shopify operations, digital commerce, trade marketing, analytics, and cross-functional leadership, with a focus on driving revenue growth and improving the online customer experience.
Key Achievements
Carolina delivered measurable commercial results throughout her career, including increasing Adi.' Dafiti account sales by 44% in 2022 and a further 8% in 2023 while growing market share by eight percentage points. She established Mercado Libre reseller management processes that became regional best practices and led analytics standardization initiatives across multiple markets. At KC, she designed the company's first Digital Shoppability UX initiative for Walmart Central America, increasing baby category sales by 24% without additional investment, while her "Color Week" strategy generated a 22% increase in sales across multiple markets. She also successfully managed 17 concurrent campaigns while reducing operational costs by 15%.
Skills
Work Experience
Independent Ecommerce & CRO Strategist
Rem. · Jan 2026 – Present
- Conduct ecommerce audits focused on customer journey optimization, conversion improvement, trust-building, and digital merchandising effectiveness.
- Develop CRO recommendations addressing navigation, product page performance, checkout friction, and customer experience.
- Analyze customer behavior and ecommerce UX to identify conversion blockers and growth opportunities.
- Support ecommerce brands with marketplace strategy, ecommerce optimization, and AI-assisted commerce initiatives.
Ecommerce Key Account Manager
KC · Dec 2024 – Apr 2025
- Led ecommerce commercial strategy and sales growth initiatives across Colombia, Ecuador, and Venezuela.
- Managed digital retail partnerships, promotional execution, and ecommerce performance optimization.
- Developed trade marketing initiatives focused on visibility, conversion, and digital shelf performance.
- Coordinated cross-functional teams to execute ecommerce campaigns and commercial launches.
- Identified growth opportunities through sales analysis, promotional performance reviews, and customer behavior insights.
Contract Ecommerce Specialist – Shopify Operations & Optimization
VC · Oct 2024 – Dec 2024
- Supported Shopify ecommerce operations, merchandising, and customer experience optimization.
- Managed product catalog, promotional launches, pricing updates, and collection optimization.
- Optimized product pages and navigation to improve customer experience and conversion opportunities.
- Collaborated with marketing and ecommerce teams to support campaign execution and site performance.
Digital Key Account Manager (DPC)
Adi. · Mar 2022 – May 2024
- Led digital commerce strategy and marketplace growth across key ecommerce partners including Dafiti and Mercado Libre.
- Managed commercial relationships, marketplace execution, and ecommerce performance initiatives.
- Accelerated Dafiti account sales growth by +44% in 2022 and +8% in 2023.
- Increased market share by +8 percentage points within the Dafiti account.
- Established Mercado Libre reseller management framework adopted as a regional best practice.
- Supported Adi. integration into Mercado Libre marketplace operations.
- Selected as regional lead for ecommerce analytics standardization using Power BI.
- Identified customer journey and digital merchandising opportunities contributing to improved marketplace performance and sell-out growth.
E-KAM
FC · Aug 2023 – Dec 2023
- Managed one of Latin America's largest ecommerce accounts during peak commercial season.
- Supported marketplace execution, digital strategy, and ecommerce performance optimization.
- Coordinated commercial initiatives focused on visibility, customer experience, and sales performance.
Ecommerce Analyst LATAM
KC · Jun 2020 – Mar 2022
- Defined digital commerce strategies and ecommerce execution initiatives across Latin America.
- Designed and implemented KC's first Digital Shoppability UX initiative for Walmart Central America.
- Simplified the customer purchasing journey and increased baby category sales by +24% without additional investment.
- Developed ecommerce execution guidelines and marketplace best practices for regional teams.
- Created the "Color Week" ecommerce strategy, increasing sales by +22% versus the previous month across multiple markets.
- Developed Perfect Store guidelines covering assortment, communication strategy, and digital visibility standards.
Visibility Analyst
KC · Oct 2019 – Sep 2020
- Led visibility and merchandising initiatives across Colombia and Ecuador.
- Delivered 17 simultaneous campaigns while generating 15% operational savings through purchasing and logistics optimization.
- Helped transition visibility investment toward digital channels during COVID-related disruptions.
Trade Marketing Assistant
JJ · Aug 2018 – Aug 2019
- Supported trade marketing and retail visibility strategies across multiple brands.
- Developed commercial initiatives for Johnson's Adult, Sundown, and Neko.
- Contributed to market share protection strategy during Johnson's Baby rebrand transition.
- Developed emergency stock strategy during key packaging transition periods.