Emilio Vallejos

• Manage the fulfillment of the sales plan and OKRs of Claro´s E-commerce channel.
• Managed categories: postpaid portability and renewal, prepaid, home services, accessories, marketplace, cross-selling, and upselling.
• Track commercial campaigns and deployment on tiendaclaro.pe, WhatsApp, App and other channels.
• Lead the squads of Content, Non-paid channels, WhatsApp, Operations, and Analytic. Lead daily sessions and sprint reviews.
• Improve the E-commerce conversion rate through CRO actions.
• Tracking of the Call Centers and logistics KPIs.

Achievements:

• In 2023, sales increased 35%.
• The non-paid channels share of leads increased from 49% to 61%.
• Managed the following e-commerce projects: price scraper, stock report, product recommender, and KPIs reporting in Tableau. Also, led the migration of e-commerce from IBM to VTEX.

• E-commerce leader in Abbott Peru. (Brands: Ensure, Glucerna, Pediasure, and Similac).
• Definition and execution of Strategic Plan to achieve sales, sessions, AOV, and conversion objectives.
• Lead the implementation of digital performance campaigns.
• Collaborate with web design, development and content staff to increase the conversion rate.
• Tracking of inventory levels, OTIF and customer service to ensure and improve the customer experience.

Achievements:

• Successfully launched 4 e-commerce websites in coordination with the regional IT team and an outsourced logistics operator with integrated processes to ensure a positive user experience. In Q1 2021, sales increased 60% vs Q4 2020.
• Improved the E-commerce conversion rate by 1PP through more than 100 UI and UX improvements on the E-commerce platforms. Perú achieved the highest e-commerce sales volume in the region.
• Led the creation of an E-commerce Results Dashboard in Data Studio, replicable for other countries in the region.

• Sodimac´s e-commerce UX focal in Peru.
• Define UX strategies to promote conversion and sales by identifying opportunities in Navigation, Search and Check-out, through data analytics, heat maps and recordings.
• Identify pain points throughout the funnel to improve customer satisfaction (CSAT) and NPS.
• Lead the web catalog team.

Achievements:

• Until 09/20, the conversion rate increased 121% compared to the same period of the previous year.
• Until 09/20, the churn rate was reduced by 30%, the average time spent on site increased by 30 seconds and sales increased 180% compared to the same period of the previous year.

• Categories managed: Furniture, Outdoors, Garden, Organization, Decoration, Season and Lighting.
• Define and negotiate commercial bets with suppliers and commercial managers for E-commerce campaigns such as Cyberdays, Cierrapuertas, among others.
• Deepen the matrix of OPP, Good, Better, Best products according to business strategy and online customer needs. Identify business opportunities with web analytics, Local and International benchmarks.
• Monitor and comply with the sales, contribution, visits and conversion plan.
• Monitor market trends and competitor performance and analyze gaps to update promotional strategies and maximise sales.
• Collaborate with sales, marketing and support teams to launch products on time and within budget.

Achievements:

• In 2019, sales increased 47% vs previous year.
• In 2018, sales increased 120% vs previous year.
• In 2018, I was recognized as outstanding employee of the year. And I obtained the degree of Academic Excellence in the CRECE Falabella program, which empowers high potentials with leadership skills and agile methodologies.

• Lead the publication of products on the website. Including the definition of improvements in the publication process to strengthen the content of products and thus improve the conversion rate and user experience.
• Definition of the publication plan and optimization of category pages, aligned with the commercial plan and previous analysis of web analytics, heat maps, regional benchmark, among others.
• Regular meetings with commercial managers to monitor the publication scores and improvements of the product taxonomy in the website.
• Team in charge: 3 Product Planners.

Achievements:

• In 2018, we reduced the publishing GAP by 20 percentage points. Allowing the user to have visibility on the website of a greater mix of products and thus strengthen the SODIMAC brand.
• In 2018, we managed to define and restructure the web taxonomy in order to improve the website product searchability.

• Categories: Home Appliances, Bathrooms and Kitchens, Floors, Paintings and Cleanliness.
• Responsible of publishing and strengthening the product content with the aim of increasing the conversion rate, promote cross and up selling and increase the purchase ticket. Creation and Implementation of changes in the website taxonomy.
• Periodic review of the most visited SKUs with a lower conversion rate to identify improvements at the content level.

Achievements:

• In 2017, sales increased in 155%.
• I strengthened the content of the catalogs with the highest volume of sessions, which increased conversion by 75%.