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Nuria Alcántara

@nuriaalcntara

Message

I build profitable LATAM eCommerce operations across marketplaces, D2C, and omnichannel.

Mexico

Message

What I'm looking for

I'm looking to lead profitable eCommerce and omnichannel growth across LATAM, with full P&L ownership and the opportunity to build scalable marketplace, D2C, CRM, and performance marketing operations.

I've built and scaled eCommerce businesses across LATAM, most recently at Grupo Ruz, where I created the operation from zero across Amazon MX Vendor Central and Mercado Libre and drove 300% YoY revenue growth in under 12 months.

Previously at Pierre Fabre, I led regional eCommerce with full P&L ownership, delivering 100% YoY growth and reducing CAC by 30%. I bring hands-on experience in marketplace strategy, D2C, CRM, performance marketing, demand planning, and cross-functional leadership.

Experience

Work history, roles, and key accomplishments

Current

Head of eCommerce

Current

Grupo Ruz

Built eCommerce operation from zero, including P&L structure, JBPs, and catalog architecture across Amazon and Mercado Libre. Drove +300% YoY revenue growth in under 12 months and led catalog remediation after a variant error impacted ranking.

Amazon Vendor Central Mercado Libre P&L management Catalog Architecture demand planning Pricing Strategy 3PL Management Cross functional Leadership

Head of eCommerce

Pierre Fabre

Jan 2023 - Jan 2025 (2 years)

Led regional eCommerce strategy with full P&L ownership across LATAM, delivering +100% YoY growth via marketplace expansion and D2C acceleration. Reduced CAC by 30% through performance and funnel optimization.

P&L management Marketplace Strategy D2C Performance Marketing CRM Marketing Automation Paid Media Team Leadership

Sr. Regional Director Marketing & eCommerce

Hyundai Technology

Jan 2021 - Jan 2023 (2 years)

Led B2B, B2C, and D2C strategies across LATAM, building omnichannel ecosystems integrating data analytics, category management, and digital channels. Defined mid- and long-term commercial and digital strategies.

B2B B2C D2C Omnichannel Data Analysis Category Management Digital Strategy Commercial Strategy

Digital Marketing & Ecommerce

Abbott

Jan 2017 - Jan 2019 (2 years)

Developed and executed D2C and CRM strategies, improving customer lifecycle and retention. Designed segmentation and customer journey frameworks and integrated eCommerce and CRM ecosystems for stronger omnichannel execution.

D2C CRM Customer Lifecycle Segmentation Customer Journey Omnichannel