ECOM

Nike DTC Ecommerce Transformation

I led the end-to-end launch of Nike’s direct-to-consumer ecommerce ecosystem across LATAM markets, owning the full digital value chain from strategy and experience design to platform delivery, performance, and growth marketing.

From initial research and discovery through to go-live, I directed the full implementation of Nike.com, translating consumer insight into intuitive, high-performing digital experiences. I led UX and UI design and prototyping in Figma, defined the end-to-end customer journeys, and oversaw platform delivery using Salesforce Commerce, Marketing, and Service Cloud.

Beyond the build, I owned the holistic customer experience and growth strategy. This included designing and launching the customer service model, defining CRM and lifecycle marketing frameworks, and implementing marketing automation and real-time personalisation. Customer journeys were optimised across acquisition, conversion, retention, and loyalty, with data and AI at the core of decision-making.

I also led digital performance and growth marketing, aligning media, onsite optimisation, and CRM under a single operating model. Analytics, machine learning, and user-generated content integrations enabled continuous optimisation of spend, engagement, and conversion, while ensuring consistent experiences across digital and physical touchpoints.

The result was a fully integrated, customer-obsessed DTC platform built to scale, combining experience, technology, data, and performance into a single, cohesive ecosystem.