2025 – Present – E-commerce Growth & Social Commerce Manager [ HAIRCAIR ]

Brazilian haircare and beauty company, part of one of the top 4 largest cosmetics groups in Brazil, operating a multi-million GMV ecosystem across D2C and social commerce channels.

Main results:

• Launched TikTok Shop from scratch, defining assortment, pricing, promotional strategy, creator activation, affiliates and livestream commerce, driving 250% GMV growth by the third month;
• Built and scaled a social commerce ecosystem with 100+ creators and affiliates and 20+ livestream sellers, combining performance partnerships, creative testing, gamification and relationship strategies to drive content and sales;
• Leading a 9-figure D2C e-commerce operation, developing growth strategies across CRO, CRM, merchandising, customer experience and retention, focused on revenue, conversion, AOV and customer lifetime value;
• Currently leading a major e-commerce transformation and migration to Shopify, coordinating UX, SEO, payments, ERP/WMS, logistics and platform integrations to improve scalability and customer experience;
• Coordinating cross-functional teams of 8+ professionals across marketing, CRM, paid media, logistics, technology, customer experience and marketplace operations;
• Leading CRO and customer journey initiatives across PDPs, landing pages, bundles, promotional mechanics, checkout and retention, using performance data and customer behavior to identify and prioritize growth opportunities;
• Partnering directly with the President and C-level leadership on e-commerce growth, digital transformation and social commerce strategy.

www.lolacosmetics.com.br

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.

www.branco.casa

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.

www.brofitwear.com.br

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.

www.branco.casa

https://uau.bobinex.com.br/

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.

www.chadao.com.br