SECTOR:
E-COMMERCE
CLIENT:
DAVINES
YEAR:
2025 - 2026
ROLE:
Marketing Director
About.
I designed and developed Davines Perú's digital channel from scratch: an online store on Shopify integrated with a complete acquisition and retention ecosystem. This included digital advertising on Meta and Google Ads, automated email marketing flows in Klaviyo, conversational customer service via WhatsApp, and in-house technical development. A system designed to scale the brand without relying on third parties at any stage of the funnel.
The result: A channel that evolved from a mere brand presence into a real source of revenue, delivering sustained growth of +55% year-over-year.
How it works.
Acquisition - Paid Social & Search on Meta and Google:
Campaigns across Meta Ads and Google Ads are built on continuous KPI audits and constant creative optimization. Each format tests different audiences, hooks, and value propositions, powered by a model that combines local content production with generative AI to scale testing velocity.
Conversion - Optimized Shopify Store:
The e-commerce platform is built on Shopify with ongoing technical customization: speed optimization, checkout flow refinements, integration with local payment methods (Yape, Plin, digital wallets), and WhatsApp as an alternative assisted-purchase channel. Every UX decision is driven by real user behavior data, never assumptions.
Retention - Email Marketing via Klaviyo:
Klaviyo serves as the channel's retention engine. Automated flows cover welcome series, abandoned cart recovery, post-purchase, scheduled replenishment, and segmented remarketing.
The Challenge.
When the opportunity arose, Davines Peru had a digital presence but lacked an e-commerce channel that functioned as a viable revenue stream. The existing website was purely informational, not transactional. Digital advertising was scattered across engagement-focused formats and manual lead generation.
The challenge: build the entire channel from scratch—from the sales infrastructure to customer acquisition and retention—while maintaining the premium brand identity and eliminating reliance on external agencies to keep the system operational.
Results.
E-commerce channel growth:
+55% YoY sales growth, solidifying e-commerce as a direct, proprietary channel for Davines Peru.
Transformed the channel from a brand touchpoint into a key revenue driver, backed by monthly auditable acquisition and retention metrics.
Digital performance:
Continuous campaign optimization across Meta Ads (average 10.15x ROAS) and Google Ads (average 11.91x ROAS).
Retention & loyalty:
Implemented Klaviyo email marketing flows to recover abandoned carts and drive automated replenishment, integrated with WhatsApp to enhance the customer journey.
In-house technical optimization of the e-commerce platform, eliminating agency dependency for testing, updates, and site enhancements.
