Audit the economics
Reframed decisions around revenue contribution and return instead of platform-level volume alone.
02 / Beauty e-commerce / Mexico
Turning paid media into a larger share of Sephora Mexico’s online business.
A full-funnel performance operation that connected acquisition, remarketing, affiliates and CRM to e-commerce revenue—not isolated channel metrics.
RoleDigital Marketing Manager
Period3-month sprint / 6-month scale
Investment≈MXN $2M monthly
02
10×ROAS achieved
27→65%online sales via paid
≈US$1launch CPI
Business context
Sephora Mexico
When I took ownership, paid media represented 27% of Sephora Mexico’s total online sales. The opportunity was to turn fragmented channel activity into a commercially accountable e-commerce engine.
My mandate
As Digital Marketing Manager, I led performance strategy and execution across Meta, Google, TikTok, affiliates, remarketing and CRM, with a unified view of media efficiency and online revenue.
Core responsibilities
- Owned channel strategy, budget allocation and optimization across the paid media ecosystem.
- Connected campaign decisions to ROAS, conversion rate and total e-commerce contribution.
- Coordinated prospecting, remarketing, affiliate and CRM activity across the customer journey.
- Managed approximately MXN $2M in monthly investment with disciplined performance reporting.
How I approached it
From diagnosis to scale.
Orchestrate the funnel
Assigned clear roles to acquisition, remarketing, affiliates and CRM across the purchase journey.
Scale profitable demand
Expanded the strongest channel and audience combinations while protecting efficiency.
Progression
The work over time.
- First 3 months
Performance acceleration
Campaign architecture, budget logic and measurement were aligned around profitable e-commerce growth.
- Month 6
Commercial transformation
Paid media’s share of total online sales had increased from 27% to 65%.
Measured outcome
The operation achieved a 10× ROAS and moved paid media’s contribution from 27% to 65% of Sephora Mexico’s total online sales within six months, while managing approximately MXN $2M per month.
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