Ana Maria Soto Loecken

D2C Digital Merchandising Manager @ SharkNinja

About

I am a D2C Digital Merchandising Manager with 6+ years of experience driving e‑commerce and marketplace performance across the U.S., Mexico, and LATAM. I specialize in site merchandising, digital content strategy, product management, and online sales optimization, with a strong focus on sales performance, conversion rates, and sustainable growth. I bring deep expertise in SEO, UX, content optimization, product recommendations, upselling and cross‑selling, as well as promotional planning, inventory management, and vendor relations. I partner closely with cross‑functional teams to deliver intuitive, customer‑centric experiences that elevate customer experience and engagement across digital retail channels. Highly analytical and results‑driven, I leverage data analysis, market research, and performance insights to optimize merchandising strategies, improve growth rates, and streamline processes. I am experienced working with Adobe Commerce Cloud (Magento), Amazon Vendor Central, Amazon Ads, Google Analytics, Adobe Analytics, SAP, Tableau, Salesforce, Botify, HTML, Jira, and Microsoft Office. Business‑savvy and sales‑focused, I am known for my strong communication, problem‑solving, and project management skills, enabling effective collaboration with multicultural teams and vendor partners. My work has consistently contributed to increased sales, improved conversion rates, successful product launches, enhanced customer engagement, and reduced customer inquiries.

Country

Mexico

City

Mexico City

Industry

Apparel & Fashion

Skill

Salsify, Cloudinary, Forecasting, Salesforce Commerce Cloud (SFCC), D2C, Amazon ads, Amazon Vendor Central, E-commerce Optimization, Negociación, Estrategia de marketing, Sistemas de gestión de contenidos (CMS), A++, Shopify, Marketing de redes sociales, SEMrush, Microsoft Excel, Canva, Adobe Experience Design, Adobe Analytics, AC Nielsen

Experience

D2C Digital Merchandising Manager

SharkNinja

2026-1 - Present · 9 mos

Mexico City, Mexico

D2C Digital Merchandising Manager with experience leading end‑to‑end on‑site merchandising strategy for direct‑to‑consumer platforms. Specialized in content optimization, UX, and conversion using Salesforce Commerce Cloud, CMS, and PIM tools. Data‑driven professional with strong expertise in Power BI, forecasting, and demand planning to align assortment and inventory. Proven cross‑functional partner to UX, marketing, and global e‑commerce teams. Focused on driving profitable growth and best‑in‑class customer experiences.

Digital Commerce Content Lead

Unilever

2025-8 - 2026-1 · 6 mos

Mexico City, Mexico

Lead content creation and optimization across key e-commerce platforms (Amazon, Mercado Libre, Walmart). Design brand stores, develop A+ content, and adapt global assets for local markets. Collaborate with agencies and teams to deliver impactful content, leveraging AI and data to boost brand visibility and user experience.

eCommerce Merchandising Specialist

Dyson

2023-7 - 2025-8 · 2 yrs 2 mos

Mexico City, Mexico

Lead the design and optimization of product and category pages on Dyson.mx and key marketplaces, enhancing user journeys and UX to boost sales and engagement. Develop and manage promotional calendars in collaboration with category managers and product owners, ensuring timely, on-brand campaigns. Collaborate with digital marketing to drive conversions by developing targeted content and copy for paid advertising campaigns. Oversee inventory management—monitor stock levels, coordinate replenishment cycles, and align with supply-chain partners to prevent out-of-stocks and overages. Monitor SEO performance and implement ongoing optimizations to maximize organic visibility.

Content Optimization Specialist

Grupo Rotoplas

2022-3 - 2023-6 · 1 yr 4 mos

Fort Worth, Texas, United States

Build and merchandise digital content ensuring quality and accuracy. Manage new product uploads, category builds, product detail maintenance, and promotional activities. Strategically optimize online experiences.

Site Merchandising & Vendor Management Analyst

Grupo Rotoplas

2021-3 - 2022-3 · 1 yr 1 mo

Fort Worth, Texas, United States

Implement onsite optimizations such as product recommendations, upselling/cross-selling opportunities, and search improvements. Research and identify industry trends and shopping behavior for future campaign planning and promotional activities.

Merchandising Intern

Grupo Rotoplas

2020-3 - 2021-3 · 1 yr 1 mo

Fort Worth, Texas, United States

Assist in overseeing the creative development of new products. Ensure existing products have up-to-date images, specifications, and copy. Support in setting markup rates and selling prices for merchandise.