Martha Pedalino
Spirit of eternal entrepreneurship, achieving a 250% year-over-year revenue growth in the online D2C sector.
Currently leading e-commerce at a luxury home decor brand with over 50 years in the market, where I drove a 30% revenue growth in 6 mouths and a 300% increase in ROAS through CRO and content-driven performance marketing.
Expertise in managing digital projects from conception to completion, on time and on budget.
E-commerce lover
Growth marketing
2025 – E-commerce manager [ LUXURY HOME DECOR ]
Company with over 50 years in the home decor industry, operating 3 physical stores, e-commerce platform, presence in major marketplaces, and a network of more than 3,000 resellers across Brazil.
Main results:
- 30% revenue growth in the first half of 2025 compared to the previous year, through CRO and performance marketing;
- Achieved a 300% increase in ROAS over the last 6 months by actively leading and contributing to content creation campaigns(Pinterest, Meta,Google);
- Leading the development performance marketing strategies, managing over 150 active campaigns with A/B testing;
- Coordinated cross-functional and multidisciplinary teams — 2 designers, 4 developers, 6 marketers, product, operations, and customer service and reports directly to the CEO to support strategic decision-making.
- Created the lead generation strategy for the commercial team, resulting in 200 qualified leads in 2 months and a 20% contract conversion rate across 5 states in Brazil;
- Currently leading the customer experience project, overseeing everything from unboxing to customer service and support, visual merchandising in stores, and the customer loyalty program.
2024 – E-commerce manager [ FASHION ]
Bro Fitwear is a 20-year-old activewear brand with 8 physical stores, a e-commerce operation with international shipping, and a network of over 250 resellers across Brazil.
Main results:
- Managed a network of over 60 influencers and UGC creators to drive high-converting external traffic through Google Ads, Social media and affiliate channels;
- Achieved 30% growth above target in paid media;
- Gained experiencie in logistics and communication with internacional suppliers and customers, managing shipments to Russia and the USA;
- Boosted sales by 15% in the next collection by enhancing the relationship program with 250 resellers and optimizing product kits and combos;
- Managed the shooting project for the launch campaign of 3 collections, overseeing budget control and creative direction;
- Implemented a CRO roadmap with A/B testing and UX enhancements, increasing conversion rates by 20% and improving overall site performance.
2023 – Consulting of e-commerce [ HOME DECOR ]
Six-month project with a 50-year-old industry leader in wallpaper and home decoration. Overseeing two e-commerce accounts with the challenge of increasing sales, training, and enhancing processes and suppliers.
Main results:
- Conducted training for in-store pickup, ensuring seamless integration between sales teams and logistics and reduced shipping costs by 26% through process improvements and negotiations with logistics providers;
- 11% growth above target in paid media campaigns by improving team processes and campaign strategies;
- 50% increase in the size of the home page using A/B testing to optimize design and conversion rates;
- Created an e-commerce channel dashboard with 15 key performance indicators, enabling better tracking of team;
- Developed and executed annual campaigns for the brands and their communication channels.
2022 – 2015 – Founder [ SKINCARE AND WELLNESS ]
I founded and led a wellness and beauty business with over 20 employees, overseeing product launches, brand identity management, and digital marketing strategies.
Main results:
- Selected as one of the Top 10 Brazilian companies in the Amazon Fast Track Market Accelerator to sell on its US marketplace;
- 250% annual revenue growth from 2019 to 2020 through strategic sales and marketing initiatives;
- Led website evolution by leveraging Shopify apps and custom API integrations, enhancing site functionality, performance, and ux.
- 58% annual rate of recurring online customers, highlighting strong customer loyalty;
- Launched 30 products over 2 years, expanding the brand’s product offerings and driving growth;
- Managed multiple sales channels, including WhatsApp, Telegram, Instagram, Email Marketing, and the Website;
- In the first 3 years, 80% of revenue came from the physical store and 20% from the online store; after this period, the ratio reversed;
- Managed 20 distributors across Brazil and 30 POS in different regions, expanding the brand’s reach;
- Implemented same-day delivery in Rio de Janeiro and secured international orders to Europe.
Martha Pedalino 