Arlette Aguilar

Own global DTC website strategy and performance across 46 brand sites and 5 transactional eCommerce markets.

• Own end-to-end DTC site operations across Salesforce Commerce Cloud, including product setup, pricing, merchandising, content publishing, and platform stability.
• Manage global GTM calendar for site launches, product drops, and promotional campaigns in partnership with Marketing, Creative, Merchandising, and Engineering.
• Lead CRO roadmap and A/B testing strategy across high-traffic pages (PDP, PLP, Cart, Checkout).
• Designed and executed behavioral CRO experiment on foundation PDP, deploying a 30-second dwell-triggered shade-matching quiz that increased product-level conversion rate by 380% among high-intent users.
• Spearheaded internal site search optimization, reducing “no results” queries by 40% and increasing search-to-purchase conversion by 7% within 30 days.
• Launched shoppable video integration (Bambuser), increasing session duration 3.2x and driving a 58% lift in engagement rate.
• Directed post-replatform SEO optimization (technical + on-page), improving Core Web Vitals, metadata integrity, and internal linking structure — resulting in a 15% increase in organic sessions.
• Built and launched SEO-driven content hub, increasing pages per session by 3.6x and improving discoverability for non-branded search.
• Oversee 3rd-party integrations (Findation, Dynamic Yield, Obsess, etc.), ensuring stability across global markets and escalating platform issues to development partners.
• Partner cross-functionally to deliver omnichannel linking strategies that increased digital CTR by 37%.
• Analyze funnel performance using Google Analytics and internal BI tools to identify drop-off points and prioritize revenue-driving optimizations.

• Owned full-funnel growth strategy across acquisition, activation, and retention channels in partnership with Product and Sales.
• Led marketing execution for Walmart Open Call initiative, driving 1,500+ supplier meetings and delivering the largest Open Call event to date.
• Increased Premium memberships 10% MoM through lifecycle segmentation, hyper-personalized campaigns, and conversion-focused landing page optimization.
• Improved email performance to 40% open rate and 5% CTR through A/B testing, audience segmentation, and CRM optimization (HubSpot / Marketo).
• Developed KPI dashboards to track CAC, activation rates, and revenue contribution, informing monthly growth forecasting.

• Analyzed campaign and sales performance to inform product launch strategy, contributing to 20% increase in revenue.
• Executed end-to-end go-to-market strategy for 2 product launches, including email, paid media, influencer, and site merchandising alignment.
• Managed influencer and UGC partnerships to increase brand engagement and acquisition efficiency.
• Supported lifecycle marketing initiatives to improve repeat purchase rate and customer engagement.