Brian Fainberg Whitelow

eCommerce Regional Manager - Auna

mar. 2021 - abr. 2022

• Responsible for the building, growth and management of all digital sales models (e-commerce, hybrid sales, APP) of the insurance business in the region (PE, MX, CO).
• Define the business and marketing acquisition strategy, IT development roadmap and necessary resources to meet the commercial, conversion and profitability objectives of the channel.
• Ensure the adoption of the digital model as the main sales channel, transforming the digital journey process.
• Promote the development of commercial campaigns and actions in conjunction with Commercial and Product Planning.
• Team in charge: 26 people (6 direct reports, 20 indirect).

Main Achievements:

• +90% growth overall channel in insurance sales 2021 vs 2020.
• +350% growth in pure ecommerce sales 2021 vs 2020.
• Redesigned and implemented new ecommerce journey (from 14 clicks for purchase to 5 clicks) in only 4 months (release: Aug-21).
• -44% CPL decrease in acquisition costs H2 vs H1 2021.
• Full team re-build and re-structure (Mar’21: 7 HC, Dec’21: 26 HC)

• Aptitudes: Liderazgo estratégico · Liderazgo de equipos multidisciplinarios · Ventas y marketing · Análisis web · Diseño de experiencia de usuario (UX) · Comercio electrónico

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eCommerce Manager - Coolbox Perú

may.2019 - feb.2021

• Lead the development, growth and positioning of all the digital businesses of the Coolbox Group in Peru.
• Define the structure and roles of the entire area, and hire the team (Actual Team of 7).
• Achieve the commercial, operational and conversion objectives of the channel by managing the end-to-end with broad understanding, together with the rest of the company's support areas.
• Ensure excellence in the customer's shopping experience at each of the contact points, from an omnichannel perspective.
• Promote the commercial proposal – stock products, longtail products, marketplace and services that assure conversion in the relevant categories of the channel.
• Promote the development of commercial and client actions that achieve growth and positioning in the digital world.
• Define and develop different customer acquisition, retention and loyalty strategies (SEM, SEO, RRSS, E-Mail MKT, etc.).
• Design and plan together with Supply Chain the development of delivery services.
• Manage the P&L of the channel, in pursuit of the overall targets.

Main Achievements:

• In first 6 months, managed to:
  - Turned around P&L's bottom line
  - Increased by 20% gross sales margin thru new sales mix
  - Set new UX/UI standards for active website - Lead a tender to define 100% new website and platform (VTEX)  
  - Hired entire team and set main strategy & goals for the area
• In over 2 years
  - +500% sales growth  
  - +700% total traffic growth  
  - Achieved sustainable profit
  - Built up a team of +12
  - Developed 100% new website based on VTEX

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eCommerce Sales Manager Argentina & Uruguay -Sodimac (Falabella)

mar. 2018 - may. 2019

• Developed and strengthened the business strategy in the digital world by driving the conversion and growth of the channel in a profitable way.
• Lead a team of 7 (4 reports in ARG and 3 reports in UY), ensuring the development of commercial and client actions.
• Analyzed end-to-end client behavior on the site.
• Managed the main commercial KPIs (Sales, growth, plan, margin, visits, transactions, conversion rate, units).
• Worked together with IT Support Team in exploring improvements to the platform in order to increase conversion.
• Analyzed the market and its competitors, in order to take commercial actions.
  
  Main Achievements:
• + 100% sales growth YoY for over 3 consecutive years
• Managed to built a new high performance, results oriented team
• Succesfully launched new channel sales (Linio.com)

eCommerce Product Manager - Sodimac (Falabella)

oct. 2016 - mar. 2018

From Oct-16 thru Jun-17 mantained Product Manager role over 14 categories on Sodimac.com Argentina, with same responsabilties but higher seniority.
Then, from Jun-17 thru Mar-18 performed as PM for the launch of Sodimac.com in Uruguay.

• Responsible for the start-up of the online business unit of Sodimac Uruguay
• Definition of logistics model, promotions, bank financing and implementation of IT projects for the ecommerce business in Uruguay.
• Promote the development of commercial and client actions that achieve the growth and positioning of Sodimac in the Digital World, participating and designing the marketing plan.
• Cyber Monday 360° Leadership - product purchase and pricing definition.
• Ensure internal consistency within the site for each category according to customer experience, driving the increase in conversion.
• Management and analysis of KPIs and P&L.
  
  Main Achievements:
• Succesfully launched website in UY acoording to defined date.
• In 6 months, accounted for 5% of total company sales
• Succesfully lead first ever participation in digital event Ciberlunes
  

eCommerce Category Analyst - Sodimac (Falabella)

jun. 2015 - oct. 2016

• Responsible for the development and growth of 14 categories of the Homecenter business.
• Implement the commercial strategy of each category in the digital channel, promoting its positioning, growth and profitability.
• Promote the development of commercial and client actions that achieve the growth and positioning of Sodimac in the Digital World, participating in design marketing, planning and execution.
• 360° leadership of Hotsale and Cybermonday
• Ensure internal consistency within the site for each category according to customer experience, driving the increase in conversion.
  
  Main Achievements:
• +80% sales growth YoY
• +50% paid traffic to categories growth YoY
• Succesfully lead HotSale and CyberMonday
• Developed new commercial digital calendar

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Regional Online Marketing Analyst - Despegar.com

may. 2014 - jun. 2015

• Account Manager Flights for Colombia, Chile, Ecuador, Uruguay and Hispanic USA
• Creation and optimization of digital campaigns in Google Search.
• Analysis of main KPIs (Impressions, Clicks, CTR, Conversions, ROI, etc.)
• Definition of campaign’s budget according to the sales target.
• Together with the Sales Team, promote commercial actions.

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