Resume
Over ten years across Spain, the US and LATAM, I've owned the full journey: Shopify development, email marketing and CRM, product development and packaging, conversion optimization, and the marketplace and operations work behind it all.
Today I'm Head of E-commerce at Nina Woof, and I run an independent consulting practice for DTC and beauty brands.
$1.2M+
Klaviyo-attributed email revenue in under a year for a niche fragrance brand, with flows adding $178K+
$63K+
Amazon sales from zero in the first six months, across six EU marketplaces (personal care launch)
3,800+
Purchases from a Meta Ads program built from scratch, at about $3 each (fragrance brand)
Nina Woof
United States · Remote
Head of E-commerce
Sep 2023 – Present
I lead Nina Woof's DTC e-commerce end to end: Shopify growth and CRO, CRM and email marketing, product development and packaging, and marketplace operations across Amazon, TikTok Shop and retail partners. I also run full-funnel Meta Ads campaigns alongside SEO to improve CAC, ROAS and repeat purchase.
Results: +50% DTC sales, +60% organic traffic, 3x ROAS while cutting CPA 20%, +20% NPS, and a 35% first-month sales lift on new launches.
Sari
Freelance · Spain, remote
E-commerce Consultant
Feb 2023 – Present
I partner with DTC and beauty brands to launch, scale and optimize their online business end to end: Shopify builds, CRM and email marketing, product and packaging design, ad creative and marketplace listings.
Personal care brand. Led packaging design, Meta Ads campaigns, and Amazon listings. From zero to $63K+ in Amazon sales in its first six months (2024–2025), across six European marketplaces.
Niche fragrance DTC brand Confidential Built the Shopify store and own email, CRM and paid social for a brand with ~103K subscribers. $1.2M+ in attributed email revenue in under a year, with flows adding $178K+. The Meta program drove 3,800+ purchases at about $3 each.
Specialty coffee brand. Full Shopify store setup, covering logistics, payments, product architecture, collections and customer journey.
Direct clients. Up to 10 responsive WordPress and Elementor sites for Spanish brands, optimized for SEO and accessibility.
Microsoft
Madrid · Remote
Online Store Site Merchandiser, LATAM
Feb 2023 – Jul 2023
Planned merchandising strategy for the store site across Latin American markets: product and promotion placement, test-and-learn frameworks with cross-functional stakeholders, and category management to drive conversion and traffic.
3INA Makeup
Spain
Amazon Account Coordinator
Jun 2022 – Jan 2023
Owned the Amazon channel across the UK, Germany, Spain, Italy, France and Poland through Vendor Central: product launches, listing optimization (imagery, copy, keywords, A+ Content, brand store), purchase orders, and advertising campaigns.
iF
Last Mile · Madrid
E-commerce Brand Specialist
Feb 2021 – May 2022
Improved the shopping and fulfillment experience for 25+ premium e-commerce brands on Shopify, WooCommerce and PrestaShop. Built brand dashboards for real-time fulfillment visibility, increased warehouse capacity by 50% through layout redesign, and set up same-day shipping reaching Iberia within 24h and the rest of Europe within 72h.
Superfüds
Bogotá and Mexico City
Senior Product Operations Manager
Jul 2018 – Dec 2020 · Bogotá, Colombia
Owned CPG supply chain and operations for retail, B2B, B2C and marketplace customers, and acted as Product Owner for the in-house tech stack (an ERP, an inventory system and the Superfüds marketplace). Scaled operations from $10K to $500K MRR in under two years, managing a team of 10 across 600+ SKUs and 80+ brands, reporting to the CEO.
Product Manager, Mexico Launch · Nov 2019 – Aug 2020 · Mexico City
Led the launch of Superfüds in Mexico: supplier and customer acquisition (10+ brands, 350+ leads), logistics and customs partnerships, trademark and COFEPRIS registration, and private-label rebranding for the local market.
Supply Chain Project Manager · Aug 2016 – Jul 2018 · Bogotá
Managed stock, demand forecasting and warehouse operations across two warehouses, and defined the database and module architecture for the in-house ERP (Jelti) alongside the tech team.
Kalykai Tienda Saludable
Carabobo, Venezuela
Marketing & Brand Specialist
Oct 2014 – Nov 2016
Owned brand and creative end to end: social media, brand identity, product photography, POP material, and packaging for 8 custom-labeled products. Helped open two new stores in under a year, reaching 3 locations.
Coconuties
Venezuela
Product Manager
Feb 2014 – Aug 2016
Owned the full product lifecycle for a gluten and sugar-free snack brand: defined the brand identity, launched 18 products (10,000+ units sold monthly), and structured the supply chain, helping the brand attract foreign investment and incorporate in Bogotá.
Constructora Sambil
Carabobo, Venezuela
Marketing Assistant
Aug 2014 – Nov 2015
Supported corporate marketing at Sambil Mall: monthly events and entertainment programming, supplier bidding, and advertising partnerships.
Open18hs
Caracas, Venezuela
Lead Project Manager
Jan 2013 – Nov 2013
Built a store operations procedure manual from scratch (opening, closing, workflows, money management), and ran a location and market-potential study to project visitor and purchase volumes.
Education
Bachelor of Business Administration (BBA)
Universidad Tecnológica del Centro (UNITEC)
Bachelor's Degree, Logistics & Supply Chain Management
Universidad Tecnológica del Centro (UNITEC)
Honors
Distinction for Excellent Academic Performance, Business Administration
Distinction for Excellent Academic Performance, Logistics
Academic Distinction, Special Thesis Degree Work II
Program for Future Leaders, Unilever Trainees
Certifications
Google Digital Marketing & E-commerce Professional Certificate
Meta (Coursera), 2025
Advertising with Meta · Fundamentals of Social Media Advertising · Social Media Management · Introduction to Social Media Marketing
Digital Advertising & SEO Certified
HubSpot, 2022
E-commerce
Coderhouse, 2022
Agile, Project Management & Scrum Advanced Program
SEPE / Grupo Femxa, 2022
Marketing, Product and Sponsorship
Grupo Femxa, 2022
Web Positioning for Entrepreneurship
SEPE / Grupo Aspasia, 2022
Professional Food Buyer
Cornell University, 2020
Food Design
Madrid Food Innovation Hub
E-commerce & Marketplaces
Shopify
WooCommerce
Amazon Seller Central
Amazon Vendor Central
TikTok Shop
CRM, Email & Paid Media
Klaviyo
Mailchimp
Meta Ads Manager
HubSpot CRM
Lifecycle Marketing
Design & Content
Photoshop
Illustrator
Lightroom
Figma
Packaging Design
Data & Operations
Google Analytics
Tableau
SQL Server
WMS
ERP
Notion
Languages
English, native/bilingual
Spanish, native/bilingual