I am a Senior Digital Marketing and E-Commerce Manager with more than two decades of experience building digital growth, ecommerce, performance marketing, and product initiatives. I have worked across retail, FMCG, startups, fintech, and agency environments in Chile and international markets.
I created the C·E·R·D·A Method in 2025, a framework for campaign ideation, execution, and measurement based on Creativity, Strategy, Return, Data, and Automation. I use 72-hour operating cycles and a Minimum Results Board to turn ideas into measurable decisions.
I specialize in Shopify ecommerce, Klaviyo lifecycle marketing, paid and organic media, conversion optimization, SEO, digital analytics, and campaign automation. My work combines commercial strategy, creative direction, data, and technology to build scalable systems.
I have led multidisciplinary teams and collaborated with local and global stakeholders across Chile, the United States, Mexico, Venezuela, the United Kingdom, and Portugal. I am experienced in B2B consulting, branding, digital planning, product development, and omnichannel retail activation.
I actively apply generative AI to creative production, product development, copywriting, and operational workflows. I am also the founder of LaCompetencia and creator of AI-related ventures including wasell.click, remetrix.cl, matripuntos.app, and Algo Cacho.
I bring a creative and performance-oriented approach to marketing, connecting brand storytelling with measurable business outcomes. I am native or bilingual in English and work comfortably across digital strategy, ecommerce operations, media, creative, and growth leadership.
Managed PERGOLUX Chile ecommerce operations on Shopify and Klaviyo in collaboration with local and global teams.
Used Claude Code, Liquid Code, Figma, and Canva daily. Grew the email base 4x, increased conversions by 220%, attributed revenue by 146%, campaign volume by 132%, contacts per send by 372%, site traffic by 45%, and average order value by 5.8%.
Provided remote digital marketing advisory for a Venezuelan microcredit bank and fintech while based in Chile.
Led multichannel product and communications campaigns, activations, automated flows, conversion and loyalty initiatives, data validation, and app relaunch activities. Campaign results are under NDA.
Founded and lead a digital marketing consultancy focused on strategy, creativity, digital culture, B2B branding, and growth.
Develops consulting engagements and community-led initiatives, with a focus on applying AI to creativity and scalable marketing systems across Chile, Mexico, the United States, the United Kingdom, and Portugal.
Built and managed Shopify ecommerce for a cleaning and household retail brand, including same-day delivery in Santiago and three-day delivery to 10 regions.
Coordinated dark-store operations, Mercado Pago, Cornershop, and Mercado Libre. Also delivered fair booths, in-store motion content, and GenAI-supported copy and imagery.
Led marketing and creative work for Redress, a circular fashion startup based in Miami, Florida.
Supported Black Ambition Prize participation and capital-raising efforts, and later continued contributing as a Creative Advisor.
Specialized in search and programmatic marketing, connecting insights, content, advertising, and audience strategy.
Focused on delivering the right content to the right audience at the right moment across Nestlé Chile marketing initiatives.
Advised business marketing teams across the Nestlé Chile portfolio, including Refrigerados, Savory, McKay, Chocolates, Purina, Milo, Nescafé, Dolce Gusto, Nido, Maggi, and other brands.
Contributed to the IMS Kit Kat 2018 success case with 96% VCR. Supported YouTube Ads Leaderboard results in Chile, including #1 for Kit Kat and #10 for Purina.
Delivered agency digital thinking and creative digital planning for CMR Falabella.
Worked on digital strategy and planning initiatives that connected brand, audience, and platform execution.
Founded and led creative direction for a marketplace of local product reviews and discoveries across web and app platforms.
Developed Giwer as a Mall Plaza internal startup, reaching more than 600,000 sign-ups in one year. Led in-house campaigns, mall pop-up stores, digital-to-retail experiences, and internal fundraising.
Led digital product and innovation initiatives for a 12-mall retail chain after prior marketing and innovation work.
Continued development of the mall app, created Giwer as a reviews marketplace, expanded it to pop-up stores, and maintained web, app, CMS, and real-time digital totem platforms.
Selected for Mall Plaza's intrapreneurship team while also working in marketing.
Developed a product wish-list concept for the mall app that later evolved into the Giwer initiative in another business unit.
Managed growth and digital product initiatives across platforms serving 12 malls, acting as a bridge between Marketing and the digital agency.
Grew Facebook fans from approximately 200,000 to 1,000,000 in under six months, led the launch of Chile's first shopping-center app in 2012, and managed content for web, app, and self-service totems.
Worked in digital creative, art direction, web creative, multimedia design, and social media roles at Media Interactive, Global Interactive, redandblue, Havas Media, Bloc / MODO, and Ilógica.
Served clients including Lever, BBVA, Claro, Ideal, Puig, Copec, Ford, Nestlé, Savory, Corona, Converse, Cocha Joven, JWT Chile, and Lowe | Porta. Work included the ACHAP Internet Bronze-winning Axe Dolls campaign for Lever.
Diploma, Digital Marketing and Strategic Management
Completed a Diploma in Digital Marketing and Strategic Management.
Bachelor in Design; Advertising, Art Direction, and Digital Solutions, Design, Advertising, Art Direction, and Digital Solutions
Studied Bachelor in Design from 2000 to 2003 and Advertising, Art Direction, and Digital Solutions from 2004 to 2008.
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