Drove USD 4.0M in incremental revenue across PneuStore's web and app ecosystem through CRO prioritization, funnel analysis, and digital optimization initiatives. Delivered a +0.5 percentage-point lift in overall conversion rate by identifying revenue opportunities across acquisition, conversion, retention, and post-purchase journeys. Boosted mobile app conversion rate from 3.5% to 7.0% by optimizing the in-app purchase journey, reducing friction, and improving key conversion touchpoints. Identified high-impact growth opportunities using funnel metrics, user behavior data, customer feedback, conversion analysis, and A/B testing insights. Built prioritization frameworks (ICE/GUT) for experimentation, CX improvements, and digital optimization initiatives, focusing teams on higher-impact revenue opportunities. Partnered with marketing, product, technology, logistics, and customer support teams to turn customer journey insights into measurable business improvements.

Generated USD 2.0M in incremental revenue for Nespresso during the Black Friday campaign through data-driven CRO initiatives, UX optimization, and high-velocity experimentation. Reduced checkout abandonment by 30% for Nespresso through funnel analysis, friction point elimination, and checkout experience optimization. Planned, launched, and analyzed full-cycle A/B testing programs across product pages, landing pages, checkout flows, and high-impact e-commerce funnels for enterprise brands including Nespresso, Nestle, and Galderma. Uncovered conversion leaks and funnel friction points using Google Analytics, Adobe Analytics, VWO, Adobe Target, Hotjar, and Microsoft Clarity. Translated heatmaps, session recordings, analytics data, and UX research into growth hypotheses, experimentation roadmaps, and actionable recommendations. Partnered with marketing and acquisition teams to improve landing page performance, funnel efficiency, and conversion outcomes.

Provided growth, marketing, and innovation consulting for high-profile companies including Natura, The Body Shop, and Urban Farmcy. Led SEO audits, funnel optimization projects, and customer journey improvements across digital products and e-commerce journeys. Executed CRM, lifecycle marketing, landing page optimization, and conversion optimization initiatives. Participated in product discovery, MVP validation, and go-to-market strategies for new digital initiatives. Built growth projections and business cases to support strategic corporate decisions and prioritization. Mentored startups on growth strategies, experimentation frameworks, and digital marketing best practices.

Managed performance and growth squads focused on e-commerce clients, directly connecting backlog decisions with business KPIs and growth objectives. Led agile project management routines, backlog prioritization, and delivery planning across digital product initiatives. Analyzed data, KPIs, and OKRs to support strategic and tactical decision-making for multi-client portfolios. Collaborated closely with clients and internal teams to evolve digital products and improve delivery quality.

Managed and scaled a Shopify-based e-commerce operation, overseeing digital and physical product sales channels. Led end-to-end e-commerce operations, including marketing, conversion optimization, and revenue growth initiatives. Managed Google Ads and Meta Ads campaigns with a strict focus on ROI, qualified traffic acquisition, and revenue scaling. Optimized landing pages, product pages, and checkout flows to consistently improve conversion performance. Designed and executed A/B tests across page layouts, product offers, and automated email flows. Implemented email marketing automation integrated with Shopify and analyzed performance using Google Analytics and Shopify Analytics.