Rafael Proença

Scaled DTC revenue by more than 1,200% YoY while leading the digital business for the Menopause category in Brazil. Operated as the business owner for the category, driving end-to-end DTC strategy, digital growth and commercial performance within a startup-like global business unit, collaborating with teams across the UK, Germany, Sweden, Colombia and Poland. Business Impact ▸ Scaled DTC revenue by over 1,200% YoY (2024 vs. 2025) through commercial strategy, performance marketing and product portfolio expansion. ▸ Managed a €150K/month gross DTC business (€100K/month net sales), owning commercial performance and business growth. ▸ Led the launch of the Brazilian DTC operation and supported the UK e-commerce launch. ▸ Successfully launched 7 new products, coordinating product development, go-to-market execution and regulatory approvals. ▸ Managed a portfolio of 20+ SKUs, defining pricing strategy, promotional calendar, merchandising and commercial initiatives. ▸ Owned approximately €100K/month in digital media investment, optimizing Revenue, ROAS, CAC, LTV, Conversion Rate (CVR) and Customer Acquisition. ▸ Led digital commerce operations across Shopify, VTEX, Amazon, Mercado Livre and Shopee, expanding the brand’s omnichannel presence. ▸ Developed acquisition and growth strategies through SEO, content marketing, influencers, partnerships and social media. ▸ Collaborated with Product, Supply Chain, Regulatory, Marketing and Commercial teams to successfully launch new products and accelerate business growth. ▸ Partnered with cross-functional global teams across Europe and LATAM, contributing to category expansion and supporting the UK market launch.

Led the digital commerce strategy for Singer, Husqvarna Viking and PFAFF in Brazil, owning DTC, marketplaces and digital growth initiatives in close collaboration with the LATAM regional team. Responsible for the digital P&L, commercial performance and customer experience across all online sales channels. Key Achievements ▸ Doubled digital revenue YoY, accelerating online sales through commercial strategy, channel expansion and performance optimization. ▸ Managed an e-commerce business generating R$200K+ in monthly revenue across DTC and marketplaces. ▸ Owned the digital P&L and managed approximately R$100K/month in digital media investment. ▸ Led digital commerce operations across VTEX, Amazon, Mercado Livre, Magalu, Americanas, Submarino, Shopee and other marketplaces. ▸ Managed a portfolio of 50+ SKUs, defining pricing strategy, promotional calendar, merchandising and commercial campaigns to maximize revenue and profitability. ▸ Monitored and optimized key business metrics including Revenue, ROAS, CAC, LTV, Conversion Rate (CVR) and Average Order Value (AOV). ▸ Led CRM initiatives focused on customer acquisition, retention and customer lifetime value. ▸ Managed the local e-commerce team while collaborating with LATAM stakeholders to align commercial strategy and digital execution. ▸ Built business dashboards and performance reports to support data-driven decision making and continuous business optimization.

Digital culture implementation; New online sales channels created (E-commerce, app and monthly signature); Partner with PR/Comms teams to coordinate messaging and maximize exposure through earned and bought media; Effectively build and maintain strong partnerships in a highly matrixed organization, managing multiple stakeholders; Utilize data, analytics and insights to measure marketing effectiveness and drive decision making; Overall responsibility for the effectiveness of original content marketing campaigns, lead matrixed teams in the planning and executive; Partner with product and performance marketing teams to ensure subscriber communications are aligned to brand proposition; OKR`s implementation; Digital strategies to grow b2b sales channels; New digital strategies for lead generation; New digital brand communication; New packages for a better digital response according to new brand strategy.

Tripled e-commerce revenue YoY while leading the digital commerce transformation for one of the world’s most recognized premium cookware brands. Owned the end-to-end DTC operation, driving commercial performance, customer experience and operational excellence across the entire digital business. Business Impact ▸ Tripled e-commerce revenue YoY through commercial strategy, performance marketing and continuous conversion optimization. ▸ Managed an e-commerce business generating R$300K+ in monthly revenue, owning commercial performance and digital growth initiatives. ▸ Owned the digital P&L, commercial planning and approximately R$100K/ month in digital media investment. ▸ Led the end-to-end restructuring of the DTC logistics and Customer Service operation, significantly improving customer experience and operational efficiency. ▸ Managed a portfolio of 50+ SKUs, defining pricing strategy, merchandising, promotional calendar and commercial campaigns. ▸ Led digital commerce operations on Magento, integrating DTC and Amazon marketplace strategies. ▸ Managed CRM, customer lifecycle initiatives and conversion rate optimization (CRO) to improve acquisition, retention and lifetime value. ▸ Built a data-driven e-commerce operation using Google Analytics, Google Ads, Hotjar, Mailchimp and Magento, supporting continuous optimization and business growth. ▸ Led the local e-commerce team while collaborating with internal stakeholders to improve operational efficiency, digital performance and customer experience.

Planning and drive marketing strategies and products launch; Strategy and online sales management; Development, implementation and management of strategic digital marketing planning; Development of CRM projects; Google ads campaigns Implementation and management; Facebook ads campaigns Implementation and management; Management of retargeting campaigns; Management of RTB campaigns; Management of Products Portfolio and online Services; Management of SEO strategies; Performance indicator (KPI) implementation and management.

Responsible for building and leading a cross-functional marketing team that creates both a low-cost scalable lead generation engine which generates highly qualified prospects to the internal sales team for conversion to paying customers as well as retention marketing engine to end users and partners that optimizes lifetime value. Versed in the latest strategies and techniques of digital inbound marketing, advance the state-of-the-art in ways that allow TeleHelp to scale through organic and inorganic product growth.

Strategy and online sales management; Development, implementation and management of strategic digital marketing planning; Development of CRM projects; Management of Google ads campaigns; Management of Facebook ads campaigns; Management of Afiliates campaigns; Management of retargeting campaigns; Management of RTB campaigns; Email MKT strategies; Customer Service management; Logistic (pick & pack) operation management; Management of Products Portfolio and online Services; Management of SEO strategies; Content management for mobile platforms Creation; Implementation of strategic partnerships and new channels; Web Project Management; B2C Marketing Strategies; Management of marketing agencies; New content management; Web design projects and UX Management; Development and management of the department budget (P&L); Monitoring and analysis of brand competition; Monitoring and analysis of results, building results reports and performance reports of actions taken; Implementation of key performance indicator (KPI); Actions with other departments (Sales, IT, Financial); Team management.

Client Management; Multidisciplinar team management (social media, backend, frontend, creative, planning, etc); End-to-end management of the project scope; Change request management; Work-flow management; Internal resource allocation.

Drive online sales and improve the online customer experience to achieve company targets. Partner with VP, Sales to shape ecommerce strategy and website objectives for the BR market. Maximize brand awareness through the ecommerce website and associated marketing tools; Partner with VP, Sales to shape e-commerce strategy and objectives; Work closely with sales and merchandising teams to establish and manage Encomenda Global website forecasting, merchandising, project management and planning; Manage partnerships with SEM, SEO, email to optimize website performance , customer experience and drive online sales; Continually evaluate online quality and service levels using google and other analytic tools; Digital presence (site, social networks, intranet) Planning; Develop creative ideas and improvements for site content, enhancements and functionality; Manage relations with Operations team to secure inventory for online sales; Prioritize and manage projects to their timeline, resources and budget; Develop, plan and execute all ecommerce programs while ensuring alignment and synergy with key marketing initiatives; Web design projects and UX Management; Implementation, maintenance and updating of social media and online service (chat); Continuously monitor health and performance of brand; Conduct ongoing research on ecommerce trends, methods and strategies; Partner with Merchandise Manager and VP of Marketing to develop online exclusives and e-commerce focused marketing initiatives to promote online products; Manage partnership with all suppliers.

Brand development, web site traffic growth, web site UI and advertising revenue; Developed brand strategy and statistics systems; Strategic Consulting, including business plan & sales strategy development; Advising new businesses on formation of corporations and business structures, drafting privacy policies and structuring commercial transactions.

Coordinate the partnership and operations between Operative and Microsoft; Responsible for the communication and training the support team located in India; Work closely to the marketing team, helping organizing events and global training between India, United States, England and Brazil; Develop all the training material regarding brazilian ads operations methods; Give support to the brazillian CEO and managers to shape and organizing all operations and strategies to achieve new clients accounts;

Bell Service at hotéis Old Key West and Saratoga Springs Resorte & Spa. One of the roles I’ve done was as Greeter, where I had to receive, talk, play, and help the guests with their needs when they arrived the resorts. The other role was as Dispatcher, where I had to organize the Bell Men’s, schedule luggage pickup for the guests, help the guests with theirs needs and make sure everything was beign well done.

Coordinate the the creative department which was respinsable for the brand identity and visual design/architeture for all projects made to clients as Unilever, Fiat, Volkswagen, etc.