Daiane Alves Ferreira

I’m a strategic eCommerce Category Manager with a strong track record in digital merchandising and online sales optimization. I bring a design and photography background that helps me elevate brand visibility and create engaging customer experiences.

At ARI part of the DAA, I develop and implement eCommerce strategies that drive a 22% year-over-year sales increase and exceed budget expectations by 39%. I coordinate the development and launch of The Duty Free Whiskey Club, lead post-launch optimization to improve engagement and conversion, and doubled sign-ups against yearly KPIs in Q3 while achieving the business’s overall sales percentage targets.

I manage end-to-end eCommerce strategy by optimizing site navigation, UX, and digital merchandising to strengthen customer retention and lifetime value. I also brief digital assets and templates to enhance website and newsletter layout, and I lead a team of eCommerce merchandising assistants while working closely with global buyers and premium brands.

I combine data-driven decision-making with hands-on execution, analyzing KPIs to improve conversion rates and sales through targeted digital marketing campaigns including SEO and email marketing. My contributions have been recognized with the ARI Star Award and ARI Values Award, and I enjoy mentoring and training local teams to integrate eCommerce strategies across new markets.