Naranjas de la China
PRODUCT MANAGEMENT & ECOMMERCE OPTIMIZATION
Leading the evolution of the brand’s digital ecosystem by directing cross-functional strategies across UX, acquisition, CRM, and conversion optimization to drive scalable business growth.
Scaling digital growth and ecosystem performance through detailed funnel mapping and data-driven product decisions.
OVERVIEW
Naranjas de la China is a prominent Spanish brand offering unique floral bouquets and premium fruit baskets. The goal was to revamp the digital experience and drive sustainable growth by increasing conversion rates, improving customer retention, and strengthening brand awareness.
MY ROLE
Digital Product Manager
- Strategic Roadmap Ownership: Defining, prioritizing, and executing the digital product roadmap and backlog alignment.
- Cross-Functional Leadership: Directing internal developers, performance marketing agencies, and technical partners to ensure high-impact feature delivery.
- Data-Driven Growth: Leading conversion rate optimization frameworks and digital product improvements based on advanced funnel mapping.
- Ecosystem Architecture: Managing the high-level integration of tracking infrastructures, automated CRM funnels, and data analytics.
IMPACT (2024 - 2026)
+12.01%
YoY Web Revenue Growth (H1)
+34.76%
New Users Acquisition
8.18x
Healthy Account ROAS (H1)
+12.44%
ROAS Efficiency Improvement
+114.16%
Performance Max (PMax) Conversions
+41.45%
Direct Traffic Growth
PROCESS
DISCOVER
Analyzed quantitative business metrics (GA4, Shopify) and acquisition data to pinpoint drop-offs and prioritize high-impact growth initiatives.
STRATEGIZE
Formulated comprehensive user journey updates while aligning with growth marketing teams to optimize Paid Media (SEM) budgets and landing page performance.
SCALE
Led conversion rate optimization (CRO) frameworks and scaled successful retention strategies across marketing automation channels.
KEY IMPROVEMENTS
UX & NAVIGATION
Simplified navigation and improved category and product pages to make product discovery seamless and intuitive.
CRO
Optimized product pages, CTAs, trust signals, and the checkout flow to eliminate friction and boost sales.
SEM & AI STRATEGY
Leading paid acquisition strategy across traditional search engines and emerging AI discovery platforms (GEO).
CRM & RETENTION
Driving the strategy behind automated funnels and communication channels to maximize customer lifetime value.
LEARNINGS & TAKEAWAYS
This project was key to consolidating my role in digital product strategy. Managing the brand’s eCommerce ecosystem meant moving away from isolated tasks to focus entirely on the macro-strategy by guiding cross-functional efforts across product growth, data analytics, and performance marketing.
For me, the real takeaway was mastering the balance between user insights and financial goals. By organizing the division of labor and aligning both internal teams and external partners, we managed to maintain a steady revenue growth. It was a great opportunity to oversee complex digital operations, ensuring that every product optimization directly backed up our business forecasting and revenue streams.
TOOLS
