eCommerce Leadership
P&L ownership, replatforming, conversion and multi-country digital growth.
Strategy + ExecutionI turn strategy and operations into revenue.
15+ years leading eCommerce, operations and digital transformation across Latin America. I build the systems, run the operations and own the numbers.
↓
Strategy → Revenue
A regional planbecomesa $100M eCommerce roadmap across 7 countries.
by ricardo acevedo
Replatform
A legacy Shopify storebecomesa headless Adobe Commerce platform.
by ricardo acevedo
Retention
A 1M+ contact databasebecomesa repeat-purchase engine.22% → 31%
by ricardo acevedo
Scale
Ad spendbecomesprofit.8× ROAS on Google and Meta
by ricardo acevedo
About
Hi, I'm Ricardo.
I started in sales and key accounts at adidas Latin America, moved into regional marketing and eCommerce at Sportline America (Nike, Under Armour, Converse) and today lead eCommerce and digital marketing at Do it Center, Panama's largest home improvement retailer. I also run operations for ClickGuard, a remote click fraud detection SaaS.
I'm a player-coach. I set strategy, then roll up my sleeves on CRM, paid media, analytics and platforms. I connect technology, operations, marketing and commercial teams around one goal: measurable growth. MBA from ADEN. B.S. in Marketing and Multinational Business from Florida State University. Fluent in Spanish and English.
15+Years of experience
7Countries led
1M+Customers in CRM
Recognition
eCommerce Awards Panamá winner
Panama's biggest eCommerce awards, hosted by the eCommerce Institute. Winner in 2022, 2024 and 2025.
Expertise
What I bring to your team
CRM & Retention
Lifecycle automation, segmentation and loyalty programs that lift repeat purchase.
Klaviyo · EmarsysDigital Transformation
Integrating CRM, analytics, ERP and operations so teams decide with data.
Systems + TeamsOperations & Execution
Running operations and aligning technology, marketing and commercial teams around one goal: measurable growth.
Operations + P&LCertifications & training
Always learning, always applying
50+ certifications including NYU Stern's Leading in the Age of AI, plus LinkedIn Learning in strategic planning, executive leadership, generative AI, product management and eCommerce SEO.
Selected results
Things I've delivered
Do it Center Replatform
Led the move from Shopify to headless Adobe Commerce for Panama's largest home improvement retailer.
PlatformMigration
Regional eCommerce Plan
Designed and executed a 5-year, $100M plan across 7 countries and 15 sites at Sportline America.
StrategyLATAM
CRM Retention Engine
Lifted repeat-purchase rate from 22% to 31% and conversion 22% on a 1M+ contact base.
CRMLifecycle
Paid Media at Scale
Scaled Google and Meta Ads to a consistent 8× ROAS while improving gross margin.
GrowthPerformance
FAQ
Good questions
What roles are you looking for?
CEO and executive roles, plus Director-level and above in eCommerce, digital, marketing or operations. Regional scope is a plus.
What operations experience do you have?
I run operations for ClickGuard, a remote click fraud detection SaaS. Across retail and eCommerce I connect technology, operations, marketing and commercial teams around measurable growth.
Where are you based?
Panama City. Open to remote, hybrid and regional roles across Latin America and the US.
What industries have you worked in?
Sportswear, retail, home improvement, consumer goods and SaaS.
What languages do you work in?
Spanish and English, fully fluent in both.
Contact
Let's talk
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