— PROJECT NAME

Brand Management & Digital Marketing

— CLIENT

Dafiti Group

— ROLE

Brand Management

Brand Positioning

Branding

CRM

Content Strategy

Distribution

Social Media

Partnerships

Talent Management

B&M Planning

Product Planning

— TIMING

2012-2015

Dafiti, the largest fashion e-commerce platform in Latin America, sought to strengthen its market presence across Brazil, Mexico, Colombia, Argentina, and Chile. My role encompassed a broad range of responsibilities to enhance Dafiti’s brand and digital marketing strategies.

Achievements and Tasks.

My contributions included extensive market research and CRM development to better understand and engage with Dafiti’s diverse customer base. I managed social media channels, creating content and campaigns that resonated with hyperspecific consumer clusters.

I also negotiated and secured sponsorship agreements, enhancing Dafiti’s visibility and brand partnerships. Additionally, I developed and launched concept store strategies (Dafiti Live) and private label initiatives (Dafiti Collection), expanding Dafiti’s product offerings and market reach.

Supervising TV spots and media plans was another key aspect of my role, ensuring that all advertising efforts were aligned with Dafiti’s brand identity and strategic goals. Furthermore, I leveraged data insights to inform decision-making and optimize brand management across multiple markets, including Brazil, Argentina, Colombia, Mexico and Chile.