Tell us about your company and role.
I’m the Director of Digital Experience & Product, where I get to blend strategy, creativity, and a little bit of eCommerce magic to build experiences customers love. My team focuses on making every click, scroll, and checkout moment seamless and delightful. Basically, if you’ve ever had an “ooh, that was easy” moment while shopping online—we’re doing our job right!
How would you describe yourself?
A curious, first-gen Latina in tech who thrives on solving problems, adding value, and making things better—whether that’s a digital experience, a loyalty program, or my homemade recipe. I believe that growth comes from asking good questions, rolling up your sleeves, and keeping things fun along the way.
What qualities does an effective marketer need to have?
Curiosity—Marketing moves fast; you have to love the chase.
Empathy—Great marketing isn’t just about selling, it’s about connecting.
Data + Gut Instinct—The best decisions come from balancing analytics with a strong intuition.
Adaptability—If AI, privacy updates, and consumer habits have taught us anything, it’s that change is the only constant!
What has been your biggest professional success so far?
Building and launching several loyalty programs that not only increased engagement but truly rewarded customers in a meaningful way—because a discount is nice, but feeling valued is even better. Also, mentoring other women and first-gen professionals in eCommerce—seeing them grow into leaders is a success I’ll always celebrate.
What causes are you most passionate about?
I’m passionate about women in tech, sustainability, and making digital spaces more inclusive. Whether it’s championing more Latina representation in eCommerce, pushing for ethical product sourcing, or ensuring every shopper has an intuitive experience—creating a positive impact is always part of the mission.
What do you think is the biggest challenge facing eCommerce brands?
Brands today have to stand out in a sea of sameness—it’s not just about selling products, it’s about creating a community, fostering trust, and keeping up with ever-evolving customer expectations. Also, balancing personalization without creeping people out.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
I’m a sucker for programs that go beyond points and actually enhance the shopping experience—whether that’s early access, VIP perks, or exclusive content. Thrive Causemetics (bias aside!) nails it by rewarding impact-driven shopping, and I love how brands like Sephora and Glossier create true brand affinity through their programs.
What do you geek out over?
Loyalty strategies, UX design, and the psychology behind why people buy what they buy. Also, crafting, discovering the best hole-in-the-wall food spots, and taking road trips to nowhere in particular! (Planes are cool, but nothing beats a scenic drive with the perfect playlist.)
