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Work Background
SoleahE-commerce and Performance Marketing Director
Aug. 2024São PauloAs an E-commerce Director, I lead the strategic and operational management of the digital channel for a luxury leather handbag brand, combining market expertise with insights gained during my MBA, where I explored the performance of luxury brands in e-commerce. I am responsible for marketing campaigns, CRM, user experience (UX), customer service, and sales, as well as leading the adoption and optimization of technologies to drive results. I leverage the Shopify platform as the technological backbone, managing the product catalog, store pages, and the entire development pipeline. My approach integrates strategic vision and innovation to create a premium shopping experience aligned with the positioning of high-fashion brands and the behavior of luxury market consumers.
Stoelzle Glass Groupe-commerce and digital transformation consultant
May. 2024São Paulo, BrasilI work as a strategic consultant in the planning, development, and operation of Stoelzle-Lausitz’s entry into the Brazilian e-commerce market. My responsibilities range from designing tailored solutions to implementing technologies and managing operations. I lead the selection of strategic partners and suppliers, oversee platform integrations, and am responsible for implementing and managing performance marketing strategies. Additionally, I handle logistics for both the brand’s own platform and marketplaces, ensuring an efficient operation aligned with the brand’s high standards. This work represents a milestone in the digital expansion of this renowned German brand in Brazil.
Tania BulhõesHead of e-commerce
Aug. 2022 - Jul. 2024São Paulo, BrazilMain activities: Leading the UX and development teams using agile methodology and a matrix reporting structure to build better digital products such as e-commerce, wedding list, and guideshop, as well as leading the performance marketing and CRM teams with attribution for both physical store and e-commerce. Structured the e-commerce team and digital product development;
Achieved a 73% growth in e-commerce sales in 2023;
Stabilized the company's proprietary e-commerce platform;
Led the project to migrate to VTEX Headless;
Played a strategic role in building the technology stack, implementing key CRM tools such as HubSpot and Dito agenda.
Tania Bulhões is the leading Brazilian luxury brand in home decor, tableware, and personal fragrance. In 2022, I joined the company to structure an e-commerce department that could deliver the growth expected by the company. At Tania Bulhões, I was responsible for the entire e-commerce operation, building the team that managed products, monitored sell-out, stocked inventory, tracked customer service and logistics KPIs, managed digital marketing, including campaigns on TikTok, Google Ads, Meta Ads, Pinterest, and SEO, and supervised content production and shooting for campaigns. I was also responsible for CRM, hiring and managing a CRM Manager to develop customer relationship programs. Finally, I managed the development team using agile methodology (applying a modified Scrum), where I acted as Product Owner, Business Owner, and Team Lead.
DP6 - Brantech GroupBusiness Analytics Manager
Sep. 2021 - Aug. 2022São Paulo, BrazilDP6 is a data-driven marketing consulting company. Main activities: Leading the Business Analytics and Data Engineers team allocated at Itaú for strategic action in digital marketing. Working closely with the bank's superintendence to analyze growth opportunities, report results, discuss strategies, and present new projects. Working with the bank's adapted agile methodology to report DP6 team activities during development sprints. Participated in the tagging and launch of Itsaushop (Migration from Iupp);
Participated in the product development project of Íon, Itaú's investment app.
ZWILLING Brasile-commerce and BI manager
Jul. 2019 - Jul. 2021São Paulo, BrasilManager responsible for the digital commerce operation of this German luxury kitchenware multinational. My first challenge at ZWILLING was to design, develop, and launch the company's website in Brazil. The chosen platform was Salesforce Commerce Cloud (with ERP SAP Business One), and the project was developed using Scrum methodology, where I acted as Product Owner for the platform rollout in the Brazilian market, coordinating development teams in Brazil, India, and Germany. After launching the online store in April 2020, my responsibility was to design, develop, and launch the marketplace operation. With operations on marketplaces like Camicado, Fast Shop, Amazon, and Mercado Livre (Modalities Mercado Envíos and Full), I was responsible for hiring the marketplace hub Anymarket, as well as Koncili for financial reconciliations of channel orders. Now I am responsible for the P&L of the channel, monitoring and reporting KPIs such as margin, sales, marketing investment, delivery SLA, and complete monitoring of performance marketing by creating campaigns on marketing channels (Google Ads, Facebook, Instagram, influencers, social media), KPIs such as ROI, ROAS, CTR, conversion rate, CRO, SEO, CRM actions, Google Analytics, sales and marketing funnel. Additionally, seeking to improve the level of available information for company decision-making, I implemented and am responsible for the BI using the QLIK Sense tool.
ASICS CorporationLATAM e-commerce coordinator
Jul. 2017 - Jul. 2019São Paulo, BazilI joined ASICS Brazil with the challenge of designing, developing, and operating the LATAM e-commerce strategy for this retail giant in sports fashion. My first task there was to scan the e-commerce market in Brazil, Argentina, Colombia, Peru, and Chile (Latin American countries where ASICS has subsidiaries) to define the market size, brand penetration potential, preliminary P&L, possible partners, and tools needed to serve the digital channel. After the project was approved by the board, I started acting as project manager (PMO) using agile methodologies for the development and approval of jobs (APIs) necessary for communication between the required systems: VTEX, TOTVs ERP, and WMS. In December 2018, we launched the websites of the three brands in Brazil (ASICS Performance and two fashion brands - Onitsuka Tiger and ASICS Tiger), after which I became responsible for the B2C online sales channel operation. My responsibilities as an e-commerce coordinator included: Managing the performance marketing agency to develop campaigns on Google Ads, Facebook, Instagram, CRM (email marketing), conversion rate optimization (CRO), search engine optimization (SEO), monitoring key digital marketing KPIs such as conversion, ROAS, ROI, acting in paid and organic channels (Own, paid, and earned media), inbound and outbound marketing strategies, managing the marketing budget, and monitoring overall performance through Google Analytics;
Managing and monitoring customer service (SAC);
Monitoring online sales and channel performance (P&L).
Additionally, during the B2C platform development phase, I acted as project manager (PMO) for the construction and launch of the B2B sales platform, ASICS.net.
NatueOperations coordinator
Dec. 2016 - Jul. 2017São Paulo, BrazilAfter my promotion to operations coordinator, I began leading the SAC and distribution center (DC) teams with approximately 20 people. My daily activities included: Developing end-to-end operation KPIs (from our logistics warehouse to the customer's home);
Monitoring picking, packing, and shipping SLAs with the internal team and external carriers;
Evaluating and monitoring our customer service level on SAC and Reclame Aqui, where we achieved an excellent service seal;
Acting as PMO for new system implementations (anti-fraud, payment gateway) and operational improvements.
NatueOperations Analyst
Apr. 2015 - Dec. 2016São Paulo, BrasilI began my time at Natue as an intern in the operations department of the largest e-commerce of natural products in Brazil, where my first task was to develop KPIs and intelligence for our SAC operation. With an analytical and results-oriented approach, I managed to develop a high-performance team that elevated our service level. As an operations analyst, I started working more directly in the logistics operation of the e-commerce, supporting the operations manager by developing metrics and KPIs (using SQL queries), monitoring processes and SLAs in the WMS and partner carriers, monitoring picking, packing, and shipping processes, and managing payment approvals to keep chargebacks at acceptable levels.
MAHLEIntern at engineering department
Jul. 2014 - Apr. 2015Jundiaí, São Paulo, BrazilAs a member of the product engineering team in the engine cooling division, my role in the company was divided into two main areas:
- Project management, where I participated in quotations for new projects and ideas for cost optimization.
- Product development, where I participated in the process of defining the harmonization of customer needs with the company's portfolio, validation of design in collaboration with the durability laboratory, and support during the initial months of production.
ValeoIntern at engineering department
Feb. 2013 - Jul. 2013Nevers, Burgundy, FranceMember of the product engineering team for vehicle access devices.
Activities: Development of projects for modifying series and prototype products.
Monitoring product performance in collaboration with the durability laboratory.
Working in a multinational environment with most of the communication conducted in French, but with contact with teams in Germany, Brazil, China, and the Czech Republic.
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