Selected work across branding, web design and development — with a focus on e-commerce and performance.
Built and scaled a fashion brand, later repositioned into a content-driven editorial platform in response to shifts in consumer behavior. Transitioned from traditional retail into a media-commerce model — combining curated content, product storytelling and digital sales.
2016
2026
This pivot enabled: – stronger audience engagement – brand differentiation – new monetization channels (affiliate, curated drops) Led the full transformation: Branding — UX — Content Direction — E-commerce
Designed and developed a digital bookstore from scratch, combining branding, UX and product architecture into a cohesive system.
Focused on: – product storytelling – visual categorization – conversion-driven layout Built a scalable structure that supports curated discovery and direct-to-consumer sales. Role: Branding — UX/UI — Product Structure — Development
Led UX and visual redesign in collaboration with an agency and development team, improving product structure and navigation.
2025
Delivered: – refined visual identity – optimized product hierarchy – high-impact editorial hero content Result: Record sales performance after launch. Role: UX Strategy — Visual Direction — E-commerce Optimization
I also work with tracking and optimization to measure and improve performance.
Built a full performance tracking system integrating Google Ads, Analytics and real-time reporting. This system allows continuous optimization of campaigns based on actual user behavior — not assumptions.
97
Page Views35
Scroll Depth4
Leads GeneratedThe dashboard updates automatically, providing visibility into: – user behavior – engagement patterns – conversion performance Role: Tracking Setup — Data Analysis — Performance Optimization