Nike Brazil: my e-commerce work
E-commerce, 2014–2016: my role and the team turnaround, followed by World Cup 2014 and preparation for Rio.
From January 2014 through July 2016, I worked across Nike Brazil's e-commerce marketing: search, retargeting, affiliates, display, SEO, CRM and in-app marketing, alongside site experience, conversion, analytics and agency workflows.
I helped drive traffic, improve the customer experience, organize campaigns and strengthen the operation behind Nike.com Brazil. The work spanned the World Cup in 2014 and the preparation for Rio 2016; my tenure ended before the Games.
The team turnaround
Together, we improved commercial volume and conversion. I remember it as a turning point: Nike's online business in Brazil went from struggling to becoming a strong performer. My team and I received an internal Nike award recognizing the turnaround.
That is the shared result of the work below. The three cases explain different contributions to the same business improvement.
Follow the work through the period
Start with the e-commerce business and its ongoing operation, then explore the World Cup in 2014 and the preparation for Rio 2016. My responsibilities continued across these moments.
E-commerce: improving the marketing operation
Analytics, campaign organization and agency workflows behind the ongoing online business, from 2014 through July 2016.
World Cup 2014: growing Nike.com Brazil
Search, retargeting, affiliates, display and SEO: helping bring more traffic to the store and supporting commercial volume.
Preparing for Rio 2016: improving the customer journey
Site experience, conversion, CRM and in-app marketing, including responsive email templates and A/B testing.
The account of my contribution and the team outcome is based on my experience. Each case includes credited public campaign context from the period.