Buenos Aires, Buenos Aires Province, Argentina
10 years in DTC growth behind the brands you know and love. 9-figure P&Ls, $250M+ in media, loyalty, returns, CRO, data & analytics, inventory, I've pulled almost every lever in the consumer journey. Now I run BA Commerce, where we embed senior operators into DTC brands to drive profitable, holistic growth that goes way beyond button-pushing on Meta.
• Build and lead teams driving 100%+ YoY growth across multiple DTC companies • Own financial planning and performance management across forecasting, EBITDA, KPIs, creative, and go-to-market execution • Embed senior operators into client teams with deep expertise in media, CRO, and retention • Own end-to-end growth strategy & execution across paid media, retention, CRO, and GTM
• Oversaw operations spanning a $30M media budget, website CRO, merchandising, retention & loyalty programs, owned channels, and business intelligence, utilizing both internal and external resources. • Decision maker on all media, balancing brand and direct response across traditional and digital channels spanning linear TV, programmatic CTV, direct mail, search, social, and display. • Developed a creative testing framework that has led to +40% increased engagement on digital channels and insights across audience cohorts and products. • Led the website team, identifying and addressing conversion rate opportunities and maintaining above industry-standard conversion rates against consistent growth in traffic. • Spearheaded the rollout of standardized reporting and education to all brands that has led to quicker decision-making and collective learnings.
•Promoted to Growth Strategist within the first year of CTC and immediately took on 6 clients which generated $1.4MM+ in CTC annual revenue and $200MM+ in client ecommerce revenue. •Responsible for key performance deliverables such as revenue, acquisition costs, and returning customer volume for each client. Distilled higher-level goals into actionable KPIs per platform and managed a team consisting of paid social, search, email, and creative strategists to execute channel-specific strategies. •Achieved $4MM of incremental revenue for one of CTC’s largest clients during Q4 of 2021 through a well-planned approach that employed holiday-specific creative and buying strategies. •Took a client’s net profit from negative to positive through a detailed understanding of their variable and fixed costs while making strategic changes to their advertising channel mix. •Brought in additional business for CTC in the form of two ecommerce businesses that specifically asked to work with me, each generating upwards of $28K+ in monthly CTC revenue. •Created vertical-specific quarterly business reviews for each client which forecasted spend, revenue, and customer acquisition costs and established an omnichannel strategy across paid social, search, email, SMS, and CRO to achieve these goals.
•Supervised up to 7 direct reports responsible for over $150MM in annual ad spend for DTC brands across Facebook, Instagram, TikTok, Snapchat, and Pinterest. •Developed the strategy for CTC’s response to iOS14 changes and oversaw the execution across the Paid Social department for all clients. Developed training materials for internal and external use that described in detail what changes were happening and we were doing to combat possible negative impacts.
•Promoted from Senior Media Buyer to Director of Media Buying within the span of 11 months by demonstrating immense skill at producing client results while fostering teamwork, enhancing standard operating procedures, and mentoring junior media buyers. •Supervised over $18MM in annual ad spend across multiple accounts and media buyers, making up approximately 47% of total agency ad spend. •Led strategic initiatives to improve Tier 11’s client acquisition by utilizing LinkedIn advertising, a previously untapped channel. Responsibilities included researching and identifying ideal target companies, administering campaign strategy, and tracking lead conversions while working directly with the CEO and VP of Sales to evaluate the quality of candidates. •Formulated strategic advertising initiatives for a diverse portfolio of direct-to-consumer companies and oversaw their execution. Strategies included - advanced scaling tactics, extensive experimentation through A/B tests or conversion lift studies, iteration of top-performing creatives, audience development, and sophisticated account management.
•Managed multiple Facebook accounts spending over $1MM per month while returning over 1.8x ROAS. Served as both the media buyer and project manager to facilitate efficiency across multiple clients and teams. Executed successful sale strategies, highlighted on Black Friday/Cyber Monday where over $300K was spent in the span of 8 days at a 1.9x ROAS. •Responsible for achieving key performance indicators determined in collaboration with the clients. Employed a data-driven approach to identify opportunities for scale by honing in on secondary metrics like conversion rates, click through rates, and AOV. Analyzed and considered all factors of advertising campaigns, including the retargeting approach, creative assets, hook ideation, attribution windows, bidding tactics, auction overlap, conversion events, and campaign organization.