VIVIAN
HERNÁNDEZ

5+ years driving e-commerce and digital marketing strategies

Check my favorite projects↓Download my CV↓

Analytical

Data
Metrics
Strategy
SEO/SEM

Creative

Branding
Content
Design
Storytelling

VIVIAN

that's me:
too creative to be just analytical.

About me✦

My endless curiosity for businesses and different cultures — sparked by living abroad in the USA — led me to study International Business Administration in Colombia . Through professional experience in marketing & e-commerce with amazing brands, I fell in love with the digital world, so I pursued a Master's degree in Italy .

Different countries and industries — but ONE obsession: scale brands' digital presence.

The projects I have worked in

Different industries. One obsession.

Click any project to expand →

Companies

Architecting a premium motorcycle brand from zero across Europe and LATAM.
The challenge
Launch a premium motorcycle brand from scratch in European and Latin American markets, while laying the foundations of the marketing strategy: positioning statement, target audiences and B2B partners.
The big numbers
4
Languages Live
EU+LATAM
Markets Activated
Auto Prestige 2025
Live Event · France
My approach
→Worked with the design team on website architecture and rolled it out in 4 languages on phelonandmoore.com, framing the lead-generation engine.
→Defined paid media strategy across Google, Meta and LinkedIn Ads, plus email CRM for B2B partners and B2C audiences.
→Built KPI dashboards and monthly insight reports for the C-suite.
Outcome
Grew social followers and website traffic, lifted qualified-lead quality for B2B clients across Europe and LATAM with brand voice tuned per market, launched the on-site news blog, and produced a successful in-person showcase at Auto Prestige 2025 in France.
Festival tickets with every gum pack — and Mondelez's debut on Mercado Libre.
The challenge
Grow revenue across e-retailers like Rappi and exito.com while opening new marketplace channels such as Mercado Libre — enhancing the digital shopping experience with video, extra imagery and recipes, and making everyday FMCG brands (Oreo, Trident and more) feel culturally relevant to Gen Z.
The big numbers
+133%
E-com Revenue Share
14
Retailers
$10M+
Portfolio Managed
My approach
→Built a WhatsApp chatbot for 'tenderos' / B2B clients to streamline orders and support.
→Designed the Trident × Estéreo Picnic ticket-with-purchase mechanic on Rappi.
→Launched the Mondelez portfolio on Mercado Libre with a disruptive Halloween campaign.
→Rolled out Oreo limited editions with Batman and Transformers — pop-culture drops that lifted basket size and Gen Z relevance across e-retailers.
→Enriched product pages with video, additional imagery and recipes across 14 retailers.
Outcome
Scaled e-commerce revenue share 3% → 7% (+133%) in 18 months across the Oreo, Trident, Halls and Club Social portfolio.
IG-led storytelling for Crate & Barrel during the digital pivot.
The challenge
Pivot a furniture & home brand into pure digital during the pandemic.
The big numbers
+150%
Pandemic Sales Growth
VTEX
Platform Owned
IG
Content System
My approach
→Defined Crate & Barrel CO's IG content pillars and editorial calendar
→Owned end-to-end pricing & merchandising for crateandbarrel.com.co
→Managed VTEX, payment gateways and agencies for site stability
Outcome
+150% sales growth during the pandemic for Crate & Barrel Colombia.
Adapting a global Hershey's × Juan Valdez alliance for every LATAM market.
The challenge
Translate a co-branded campaign with Hershey's into LATAM markets without diluting either Juan Valdez's heritage or Hershey's identity.
The big numbers
LATAM
Markets Adapted
2
Iconic Brands Aligned
Ventino
Brand Ambassadors
My approach
→Adapted master campaign assets for each LATAM market
→Partnered with Ventino as brand ambassadors for the launch
→Coordinated with international distributors and franchise partners
→Maintained brand-consistency guardrails across two global brands
Outcome
Delivered a coherent regional rollout of the alliance across LATAM stores and digital channels, anchored by the Ventino ambassadors campaign.

Additional projects

Building the digital home of a holistic coach with 25+ years of practice.
The challenge
Translate 25+ years of holistic coaching experience — therapies, women's circles, books and retreats — into a serene, conversion-ready digital home that protects the brand's intimate tone.
My approach
→Defined positioning, tone of voice and visual identity around her coaching practice
→Architected the website information design — Therapies, Caminos de Sanación, Libros and free wellness encounters
→Automated her monthly newsletter and email flows so every new subscriber is nurtured on autopilot
→Set up the WhatsApp booking funnel and content system for ongoing publishing
→Crafted the rollout: launch sequence, social storytelling and email capture
Outcome
milenamontealegre.com is live — an easy-to-navigate digital space where women can book therapies, join free wellness circles, subscribe to the monthly newsletter and discover her books and journeys.
Visit live site

Tools I know & use

Curiosity is my strategy. Learning is my competitive edge.

I learn like the industry moves: constantly, relentlessly, and always with purpose.

Performance Marketing

Google Ads
Meta Ads
LinkedIn Ads
Retail Media
Budget Mgmt

E-Commerce Platforms

VTEX
Shopify
Adobe
Mercado Libre
Amazon

Analytics & Attribution

Google Analytics
Looker
A/B Testing
Multi-Touch
ROI Tracking

AI-Native

Lovable— used to create this site :)
ChatGPT
Claude
Zapier · n8n
HeyGen

Outside work

The human behind the strategy.

Off the clock you'll find me chasing trails, cooking with my sisters, getting lost in a new city, or building the perfect cocktail menu for friends. I believe the best ideas come from a life lived wide open.