Verónica M.
E-commerce Operations Specialist
Notable Highlight
Drove 30% conversion rate uplift and 25% year-over-year sales growth across LATAM eCommerce operations at AB through data-driven UX optimization and strategic promotional campaigns.
Experience Summary
Digital marketer with 7 years of experience spanning retail, office supplies, and beauty sectors. Expertise in eCommerce operations, affiliate marketing, and performance analytics. Led website optimization and paid campaign execution across LATAM markets for AB, Wal., and L'O.
Key Achievements
- 7+ years of experience across Shopify, DTC, retail, and omnichannel eCommerce environments. - Led the launch of two Shopify websites (Keds and Sperry) while overseeing end-to-end eCommerce operations. - Improved conversion rate by 28% through enhancements in product presentation, user experience, and site structure. - Managed Shopify backend operations across multiple brands, including product catalogs, collections, pricing, variants, tags, and taxonomy structures. - Executed promotional campaigns, discounts, bundles, and merchandising initiatives aligned with marketing calendars. - Identified customer journey friction points and implemented optimizations to improve engagement and conversion performance. - Performed extensive QA audits to ensure data integrity, site functionality, and seamless customer experiences. - Supported large-scale retail and marketplace operations at AB and Wal., focusing on merchandising, product discoverability, and digital shelf optimization.
Skills
Work Experience
International Digital Marketing & Channel Marketing Analyst
AB · 2021 – 2024
- Oversee the entire eCommerce operations of LATAM, including product catalog management, pricing strategy, and customer service.
- Implement a data-driven approach to optimize the website's user interface and user experience, leading to a 30% increase in conversion rates.
- Spearhead the development and execution of promotional campaigns, resulting in a 25% year-over-year increase in online sales.
- Analyze sales and performance metrics to identify trends and areas for improvement, providing actionable insights to senior management.
Web Manager
GP · 2021
- Oversee the development and maintenance of keds.com.mx and sperry.com.mx, ensuring optimal performance and user experience.
- Collaborate with the marketing team to develop and implement digital marketing strategies, resulting in a 35% increase in online sales.
- Conduct regular site audits and usability testing to identify and resolve issues, improving site speed and reducing bounce rates by 20%.
- Manage a team of web developers, designers, and content creators to deliver high-quality web content and features.
- Utilize analytics tools such as Google Analytics and Hotjar to track site performance and user behavior, providing insights for continuous improvement.
Digital Marketing Manager
Wal. · 2019 – 2021
- Develop and implement strategic affiliate marketing plans tailored to the Mexican market, aligning with Wal.'s overall digital marketing goals and sales targets.
- Utilize advanced analytics tools such as Google Analytics and Tableau to monitor affiliate performance, providing detailed reports and actionable insights to senior management.
- Collaborate with cross-functional teams, including product, content, and digital marketing, to create engaging promotional materials and campaigns.
- Negotiate commission structures and partnership agreements, ensuring competitive and sustainable relationships with key affiliates.
Digital Marketing Intern - Luxury
L'O. · 2019
- Assist in the development and execution of digital marketing campaigns, contributing to a 15% increase in online engagement.
- Create and schedule content for social media platforms.
- Conduct market research and competitor analysis to identify trends and opportunities for improvement.