Hi, I'm Sarai. I build and scale e-commerce brands.
E-commerce Leader & DTC Consultant · Shopify · CRM & Email · Product Development · Amazon
Over 10+ 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. A few results from the brands I work with: I grew a fragrance brand's email program to ~$890K in attributed campaign revenue in 8 months, built its Meta Ads program from scratch to 3,800+ purchases at a ~$3 cost per purchase, and scaled a skincare line from zero to $63K+ in Amazon sales across six European marketplaces.
Experience
Nina Woof
Head of E-commerce
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 Seller Central and Vendor Central, TikTok Shop, and retail partners including Macy's and Chewy. I also run full-funnel Meta Ads Manager 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 / Self-employed)
E-commerce Consultant
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.
Titan (Wipes & Skincare)
Led packaging design, full-funnel Meta Ads Manager campaigns, and Amazon listing creation and optimization for a brand scaled from zero to $63K+ in sales across six European marketplaces (ES, DE, FR, IE, NL, IT) in the first seven months of 2026.
Niche fragrance DTC brandConfidential
Built the Shopify store and own email, CRM (Klaviyo) and paid social for a brand with ~103K email subscribers. The email program generated ~$890K in attributed revenue in 8 months (+168% half over half). The Meta Ads program I built from scratch drove 3,800+ purchases at a ~$3 cost per purchase, with 1M+ impressions and 330K+ users reached.
Histórico Café
Full Shopify store setup covering logistics, payments, product architecture, collections and customer journey.
Karma Box & direct clients
Designed and delivered up to 10 responsive WordPress and Elementor sites for Spanish brands, optimized for SEO and accessibility.
Microsoft
Online Store Site Merchandiser, LATAM
Planned merchandising strategy for the store site across Latin American markets, owning the end-to-end customer journey: product and promotion placement, test-and-learn frameworks with cross-functional stakeholders, and category management to drive conversion and traffic.
3INA Makeup
Amazon Account Coordinator
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, working closely with finance, design, supply chain and product.
iF (Last Mile)
E-commerce Brand Specialist
Improved the online 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 built a same-day shipping process reaching Iberia within 24h and the rest of Europe within 72h.
Superfüds
Senior Product Operations Manager
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 management 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.
Superfüds
Product Manager, Mexico Launch
Led the end-to-end launch of Superfüds in Mexico: supplier and customer acquisition (10+ emerging brands, 350+ leads), logistics and customs partnerships, trademark and COFEPRIS registration, and private-label rebranding for the local market.
Superfüds
Supply Chain Project Manager
Supported stock management, 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
Marketing & Brand Specialist
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
Product Manager
Owned the full product lifecycle for a gluten and sugar-free snack CPG 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
Marketing Assistant
Supported corporate marketing at Sambil Mall: monthly events and entertainment programming, supplier bidding, and advertising partnerships.
Open18hs
Lead Project Manager
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 & Certifications
Education
Honors
Certifications
Skills & Tools
E-commerce & Marketplaces
CRM, Email & Paid Media
Design & Content
Data & Operations
Languages
Currently taking on select consulting clients, and open to e-commerce leadership roles. If you're building a brand and want it in your customers' hands in just a few clicks, let's talk.
Get in touch →