SECTOR:
E-COMMERCE
CLIENT:
DAVINES
YEAR:
2025 - 2026
ROLE:
Marketing Director
About.
I designed and developed the digital channel for Davines Peru from scratch: a Shopify online store integrated with a complete acquisition, conversion, and retention ecosystem. This included digital advertising on Meta and Google Ads, automated email marketing flows in Klaviyo, conversational customer service via WhatsApp integrated with the Davi bot, and in-house technical development of the store. A system engineered 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 high-yielding revenue driver, delivering +55% YoY growth on the Shopify store and +100% YoY growth across the entire digital channel by integrating the "Davi" bot as an assisted-sales solution on WhatsApp.
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 increase in total Shopify channel sales during the first half of 2026, consolidating e-commerce as Davines Perú's own direct channel.
+100% growth across the total digital channel in the same period, integrating assisted sales generated by the Davi WhatsApp bot (S/ 104,176 → S/ 208,225).
+82% in gross sales and +39% in processed orders during the same semester.
The channel transitioned from a mere brand presence to a solid revenue stream, with fully auditable acquisition and retention metrics month-over-month.
Digital performance:
Meta Ads: Average ROAS of 11.4x in H1 2026 vs. 7.6x in H1 2025, representing a +49% efficiency improvement.
Google Ads: Average ROAS of 13.9x in 2026 vs. an average of 8.5x in 2025, delivering a +62% efficiency boost.
Continuous optimization through systematic testing of creatives, targeting, and conversion funnels.
Retention and development:
Average ticket value increased from S/ 280 to S/ 330 (+18%), reflecting improved conversion quality.
Returning customer rate jumped from 15% to 50%, proving the effectiveness of the retention system.
Klaviyo email marketing flows driving abandoned cart recovery and automated replenishment cycles, integrated with WhatsApp to strengthen the customer journey.
Continuous technical optimization of the e-commerce platform via in-house development, eliminating dependency on external agencies for tweaks, testing, or upgrades.
