Dec 2023 – Nov 2024 · 11 mos · Vancouver, British Columbia, Canada

• Brands: Frankie Collective and Ecologyst. I joined the team following a strategic investment from Coeuraj Capital to accelerate sustainable growth and build North America’s first net-zero clothing supply chain in 2023.
• Led strategic vision and growth for e-commerce divisions, enhancing efficiency, scalability, and brand visibility.
• Managed and optimized Shopify platforms to improve user experience, conversion rates, and online revenue.
• Planned and executed digital marketing campaigns across email, paid social, programmatic, and emerging channels.
• Analyzed traffic, sales, and performance metrics (CAC, ROAS, LTV) to drive data-backed decision-making and ROI.
• Oversaw digital marketing budgets, vendor negotiations, and partnership management to maximize value.
• Mentored and developed cross-functional teams, aligning digital strategy with overall brand and business goals.

Jun 2023 – Jan 2024 · 7 mos · Vancouver, British Columbia, Canada

• Spearheaded Shopify eCommerce strategy, driving +40% YoY growth.
• Owned assortment planning, forecasting (OTB), and go-to-market strategy for 100+ SKUs and 20+ annual launches.
• Managed promotional and launch calendars, integrating campaigns across Black Friday, Prime Day, Singles Day, and brand activations.
• Built and implemented SOPs, workflows, and process tools (Asana, RACI, Gantt) to scale operations.
• Led Shopify website redesign, improving UX and achieving a 40% sales lift within 30 days post-launch.
• Oversaw Scenting app lifecycle, P&L ownership, vendor sourcing, and contract negotiations to optimize digital ROI.

Apr 2021 – Jun 2023 · 2 yrs 2 mos · Vancouver, British Columbia, Canada

Sep 2019 – Dec 2023 · 4 yrs 3 mos

• As an independent consultant at Grout, a digital agency that I co-founded, I advised brands on growth and branding strategies that increased revenue and conversion. Specializing in sustainable fashion and specialty home objects, Grout's clients included ΣΕΡΑΠΙΣ Maritime (Greece,) Trigère (Italy,) Arches, (New York) and Ancillary Equipment (U.K.) among others.
• Developed comprehensive range plans and pricing strategies for full product collections, managing each phase from concept to production.
• Lead partnership and contract negotiations with external partners, including retailers, suppliers, and manufacturing teams to ensure strategic alignment and cost efficiency.
• Drove e-commerce strategy focused on enhancing the customer journey, optimizing the conversion funnel, improving UX, and implementing high-performing site features.
• Executed data-driven digital marketing initiatives, including social media strategy, Google Ads, Analytics, SEO, performance reporting, and email marketing to accelerate growth across DTC and B2B channels.

May 2016 – Aug 2019 · 3 yrs 3 mos

Feb 2014 – May 2016 · 2 yrs 3 mos

Sep 2013 – Dec 2013 · 3 mos · Mexico City Metropolitan Area