I build brands and the businesses behind them.

From registering a brand and importing the first collection to running it online across countries. I trained in international business and fashion marketing, worked in luxury fashion in New York, founded and ran my own company for nine years, and today lead e-commerce and brand strategy for companies in the U.S. and Mexico.

Dog Treat Naturals · U.S. · DTC & marketplaces

Leading e-commerce across every channel for a natural pet treats brand

Strategic Project Lead · 2026 – present

Challenge

A growing brand selling on its own store, on marketplaces and through retail platforms needed one person to own the whole digital business and keep every channel working as one, not a patchwork of freelancers.

What I do

In charge of the brand's e-commerce in all its versions: web design of the stores, the Shopify site, and the omnichannel strategy across Amazon, Chewy.com, Walmart and Faire. Own social media, email marketing, paid media on Meta, Google and TikTok, and the full promotional and organic social calendar.

How

Klaviyo flows and campaigns with custom templates and segmentation. Meta Conversions API and Google conversion tracking. One reporting layer across platforms with GA4 and Windsor.ai, backed by a UTM naming standard. Coordinate design, photo and video production.

Shopify · Web design · Klaviyo · Meta Ads · Google Ads · TikTok Ads · Amazon · Chewy · Walmart · Faire · GA4 · Windsor.ai

dogtreatnaturals.com

SILO · U.S. · Endurance gear DTC

Growth, creative and brand direction for an endurance gear brand

Digital growth partner · 2026 – present

Challenge

A founder-led brand with a loyal customer base and great reviews, but ads that earned clicks without the right buyers, and a site that described the product instead of the brand.

What I do

Run Meta and Google Ads, audited the site and positioning, and directed a new photo and video production built around how athletes actually use the product. Now leading a site redesign and brand system to take the brand beyond racing into the wider outdoor lifestyle.

How

Diagnosed creative by intent, not by click-through rate. Built a shot list around scale and real use. Set rules for AI in pre- and post-production only, never to generate the product.

Shopify · Meta Ads · Google Ads · Merchant Center · Creative direction · Brand strategy

gowithsilo.com

FAW Trucks Refacciones · Mexico · B2B parts

Launching online sales for a commercial truck parts distributor

Project lead · e-commerce build & launch · 2026

Challenge

A truck dealer group with five branches had never sold online. Parts lived in an ERP, buyers search by part number and truck model, and many items are heavy and oversized to ship.

What I did

Built the Shopify store from zero: catalog architecture by truck model and system, bulk imports from the ERP, live carrier rates for bulky freight, payments with installments, reviews, and a WhatsApp-assisted sales channel.

How

Metafield-driven compatibility tables, Matrixify pipelines, Klaviyo post-purchase and browse-abandonment flows segmented by truck model, Google Ads by part number, GA4 and Clarity. Wrote a 120+ page operating manual and trained the whole team.

Shopify · Matrixify · Klaviyo · Google Ads · Skydropx · Judge.me · GA4 · Clarity

fawtrucksrefacciones.com

Grupo Step · Mexico · Commercial trucks

Rebuilding the corporate website of a truck dealer group

Strategy, content & web design lead · 2026

Challenge

A FAW Trucks dealer group that sells, services and supplies parts for trucks from 1 to over 80 tons in five states. Its website didn't reflect the size of the business, didn't send traffic to its own parts store and wasn't built to win fleet bids.

What I did

Audited the existing site, then designed a new structure around the business lines: trucks, service, parts, bids and careers. Wrote the copy for every page and every truck model, built a design system with the maker's official illustrations, and made WhatsApp the main contact point.

How

WordPress with SEO and analytics cleanup, links into the parts store from every relevant page, and a customer satisfaction survey program for sales, service and parts across the dealer network.

WordPress · Information architecture · Copywriting · SEO · Design system · CX surveys

grupostep.com.mx

Kidshionista · Mexico · Luxury kidswear

Founding and scaling one of Mexico's first designer kidswear companies

Founder & operator · 2015 – 2024 · rebuilt 2026

Challenge

Bring international designer kidswear to Mexican families at a time when few premium brands sold in the country, and build a brand people came back to every season.

What I did

Ran the business end to end for nine years. Negotiated directly with 30+ international brands and was the first to bring labels like Tutu du Monde and Veja to Mexico. Registered brands in Mexico, handled international contracts and brand-use agreements, and imported every collection myself as a registered importer in the textile and footwear sector, coordinating customs and logistics.

How

Creative direction of every photo shoot, styling of every look sold in the store, merchandising, fashion marketing, PR and influencer partnerships. Over 1,600 orders shipped across Mexico and a 75% repeat rate. In 2026 I rebuilt the store as a final edition and live portfolio.

Buying & negotiation · Import & customs · Trademark registration · Creative direction · Styling · Merchandising · PR · Shopify

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