LUIGI FABRIZIO RAFFO

• Defined and executed a strategic digital product roadmap, aligning with business objectives to enhance user experience, resulting in a 2x increase in conversion rates and a 3x improvement in site speed.
• Led a comprehensive replatforming from Magento to Shopify+, overseeing six sites and adopting a headless approach via Hydrogen to streamline backend operations and improve performance metrics.
• Increased annual revenue by over 100% through the implementation of advanced UX tools, subscription models, and promotional strategies, significantly enhancing the customer journey and driving conversion rate optimization (CRO).
• Cultivated strategic partnerships with third-party vendors, including a new development agency, ensuring seamless project execution and alignment with company goals.
• Spearheaded web feature enhancements to drive operational efficiency and customer engagement, positioning the brand competitively in a fast-paced digital market.
• Collaborated closely with the development team to create a flexible and fully customized content management system for the Hydrogen site.
• Developed a best-in-class promotion engine tailored to business needs, tightly integrated into the content management system.
• Deeply integrated Shopify Markets into all aspects of site functionality to allow for easier scaling and global expansion, including implementing Klaviyo across six Shopify Markets to enhance email marketing capabilities and customer engagement.
• Launched Shopify POS and online booking system for recent London Retail store launch.

• Spearheaded the development and execution of a comprehensive digital strategy and long-term roadmap, resulting in consistent growth in conversion rates and enhanced online customer experience across multiple platforms.
• Facilitated international expansion by launching 15 regional websites over two years, significantly boosting global digital presence and customer reach.
• Managed the entire eCommerce platform lifecycle, leveraging customer research, analytics, and cross-functional collaboration with marketing, IT, and operations teams to drive impactful feature development and execution.
• Led a high-performing web team, fostering a collaborative and innovative environment while mentoring team members to support career growth and professional development.
• Championed data-driven decision-making through comprehensive A/B testing, user research, and analysis, identifying actionable insights for continual optimization of site performance.
• Successfully managed vendor and partner relationships, enhancing website functionality and supporting sustainable digital growth initiatives.
• Conducted thorough vetting of CDP technologies vendors, assisting the company in selecting the most suitable CDP vendor.

• Spearheaded the revitalization of Murray's Cheese's digital presence, achieving a 19% year-over-year growth in online sales and aligning digital operations with an expanding eCommerce customer base.
• Directed the successful implementation of a flexible SaaS ERP system Netsuite, enhancing backend operations across wholesale, catering, retail, and eCommerce channels.
• Integrated responsive site design to ensure a seamless digital experience, significantly improving user engagement and satisfaction.
• Led cross-functional teams to develop and execute digital strategies, driving innovation and efficiency in eCommerce operations.

• Provided strategic guidance on digital planning, budgeting, team building, and vendor selection to optimize digital reach and increase sales growth for emerging brands.
• Delivered actionable insights and solutions to avoid budget pitfalls, maximize ROI, and enhance eCommerce performance.

• Led a cross-functional team to design and implement best-in-class features for eCommerce sites (Bobbi Brown, Aveda, Smashbox), focusing on UX, loyalty, and personalization to drive customer engagement and satisfaction.
• Reduced operational costs by 50% through effective vendor management and streamlined processes, optimizing eCommerce performance across digital channels.
• Collaborated with marketing and product teams to align online and offline brand experiences, enhancing multi-channel engagement and customer loyalty.

• Pioneered digital strategies and eCommerce growth, increasing revenue from $800K to $10M over six years by launching innovative features and introducing social commerce with "Smashbox Social Shop."
• Spearheaded website redesign and backend CRM integration, achieving a 114% sales increase in the first year post-launch and improving UX metrics by reducing exits by 20%.
• Developed the "Pretty Points" loyalty program, increasing customer engagement and retention through a 65% sign-up rate.

Bachelor of Science in Engineering (Computer Software)
California State Polytechnic University, San Luis Obispo, CA