Directed the UX/UI and creative roadmap, aligning design operations with marketing and development goals to enhance e-commerce performance. Audited and restructured the collaboration workflows between Design, Dev, and Marketing, reducing time-to-market for new features. Spearheaded data-driven CRO initiatives aimed at optimizing the checkout funnel and increasing Average Order Value (AOV).

Achieved a 300% increase in conversion rate (3% to 12%) and reduced bounce rate by 15% by redesigning the sales funnel based on behavioral data (Microsoft Clarity). Managed the end-to-end HubSpot automation (Marketing & Sales Hub), aligning customer acquisition strategies with user lifecycle stages to nurture leads effectively. Developed and executed an SEO/GEO strategy that improved organic positioning and reduced Customer Acquisition Cost (CAC).

Built the CX/UX department from scratch, scaling it to support Banking and Fintech loyalty platforms. Recruited, mentored, and led a multidisciplinary team of 25+ designers and analysts, establishing career ladders and Agile/Scrum design pods. Drove a 20% increase in revenue for loyalty platforms by optimizing the customer lifecycle strategy and deploying personalization algorithms. Integrated CX/UX workflows with Engineering and Product, successfully shifting the company culture towards a Product-Led Growth (PLG) model. Raised NPS and CSAT scores by 20 points over 3 years through the implementation of a continuous discovery and feedback loop system.

Led the crisis response experience strategy for high-stakes insurance claims (post-earthquake), achieving a 90% resolution rate within deadlines. Optimized omnichannel touchpoints, reducing friction in claims reporting and improving policyholder sentiment during critical events.

Delivered CRO and usability projects for various public/private clients (MIDUVI, SECOB), including intranet automation and HR platforms.