Raúl Cornejo

Proceso de pensamiento Proceso de pensamiento ABOUT — CoFounder & Intellectual Author (English) Fifteen years ago, ecommerce marketers dreamed of something that seemed impossible: perfect product content, massive positioning of thousands of URLs simultaneously, and SEO campaigns tailored to each brand's unique tone and voice. I turned that dream into a product. It's called Pimpeando, and I'm its CoFounder. With over 20 years working from the inside at the largest and most competitive retailers in Latin America, I learned something no algorithm can teach you: the real needs of an ecommerce team. That gave me the clarity to design from scratch the logic that powers Pimpeando — the pseudocode that drives our Artificial Intelligence tools, the operational flows that structure every process, and the decision architecture that turns data into real commercial results. I'm not just a founder. I'm the intellectual author of Pimpeando's algorithm. Pimpeando is pure Merchandising, powered by AI: an enterprise-grade PIM (Product Information Manager) that automatically audits, enriches, and optimizes your entire product catalog — in real time, at any scale, with no merchandising army required. What it does for your business: → Turns incomplete or inconsistent product pages into high-converting listings → The more products you have, the more URLs you rank — volume becomes your competitive advantage → Optimizes content for the 5 discovery channels that matter today: SEO, ChatGPT/Gemini (AIO), voice search (AEO), generative engines (GEO), and UX/conversion (SXO) → Creates personalized SEO campaigns in your brand's own tone and voice → Connects natively with VTEX, Shopify, and Odoo — no manual exports needed The results: Brands using Pimpeando report product page conversion improvements ranging from 10% to 80%, while eliminating hours of manual content work every week.

Director of Digital Transformation with end-to-end ownership of Grupo Elektra's technology architecture and digital ecosystem. Led a 150-person multidisciplinary engineering organization across Front-End Web and Mobile, Back-End Commerce, Database, Cloud Infrastructure, Data Science, Full-Stack, Middleware, .NET, Java, and Monitoring — defining and executing the three-year technology roadmap for Elektra's entire Omnichannel Ecosystem. • Architected the modernization of Elektra.mx, migrating critical on-premise systems to the cloud and integrating multiple SaaS services to evolve the platform into a service-oriented ecosystem — unlocking scalability, performance, and faster time-to-market across the business. • Led the integration of Grupo Elektra's enterprise systems: Credit, Customer, Electronic Transactions (PCI), Anti-Fraud, Middleware (TIBCO), Payments, 1P/3P Inventory, Seller Center, CRM, and Marketing tools, establishing a unified technology backbone for the company's omnichannel strategy. • Drove a company-wide system evaluation to identify redundant and evolutionary components, reducing operational costs and improving efficiency while protecting business continuity and accelerating future investment in growth capabilities. • Delivered full technological interoperability across all sales channels: Web, Elektra App, Shopinbaz, in-store kiosks, Telemarketing, Call Center, and Marketplace, ensuring a consistent customer experience and a unified backend across every touchpoint. • Built and operated a high-performing 150-engineer organization under a Factory model in close partnership with UX, Product, and QA teams, applying agile methodologies and corporate governance to deliver scalable, secure, and highly available solutions. • Partnered with Product Owners and senior business stakeholders to translate strategic priorities into an actionable technology roadmap, aligning architecture, user experience, and business objectives under a single execution plan.

Grupo Estrella Blanca - 2026 Direccion e Marketing - Generar plan de Marketing Omnicanal para compañia de Movilidad. Corrección de Campañas de Performance, Analytica avanzada, Plan de SEO, Estructura de la Venta en Linea y Programa de Lealtad CRM. PriceShoes - 2018 a 2021 Direccion de Ecommerce, Marketplaces, Operacion del Negocio y Rediseño del Sitio. Grupo Scorpion - 2020 a Actual Estrategia de Comercio Electrónico, Desarrollo del Sitio de Venta en Linea. Grupo Parisina - 2021 Proceso de alogistica Operativa y Construcción de APIs con Estafeta. Grupo Rheem - 2021 a 2022 Estrategia, Configuracion y Modelo de Ejecución de Marketplaces. Grupo Marti - 2022 a 2023 Estrategia de Contenido y Posicionamiento SEO para 100mil SKUs Grupo IUSA - 2020 Estrategia de Posicionamiento SEO y Analytica Sodimac Mexico - 2019 a 2020 Estrategia de SEO para 30mil SKUs y Analytica ADO Mobility - 2019 Auditoria de Procesos Omnicanal y del Sitio de Venta en Linea. Gonher - 2019 Auditoria de UX Letras Libres - 2021 Migración de Tecnologia de Blog de Contenido.

Responsible for designing end-to-end enterprise solution architectures for Retail, Industry, and Services projects, participating from the very beginning of each VTEX engagement to define the technical direction, integration model, and long-term scalability of the solution. I developed reference architectures for key clients—including HEB, La Comer, Chedraui, Elektra, Chanel, and Nadro—ensuring technical feasibility, performance, security, and operational efficiency throughout their migration to the VTEX platform. I defined comprehensive Digital Transformation strategies tailored to each client’s maturity level, guiding them through the evolution from traditional ecommerce models toward fully integrated Omnichannel ecosystems, and enabling future transitions to Collaborative Commerce frameworks. This included assessing legacy systems, identifying gaps, proposing modernization paths, and defining the architecture required for seamless experience across physical stores, ecommerce, marketplaces, and enterprise applications. I ensured that each architecture delivered a clear, scalable, and adaptable roadmap aligned with business objectives, technical constraints, and operational capabilities. My role included reviewing integration patterns (APIs, middleware, ERP connectors), defining data flows, establishing governance standards, aligning with security best practices, and ensuring that the solution enabled sustainable long-term transformation across all organizational areas.

Ecommerce & Omnichannel Strategist with full ownership of Liverpool.com.mx online business, overseeing the operating model, user experience, and end-to-end digital purchasing journey. Scaled the business from 450M MXN to 5,700M MXN over four years (12.6x), delivering sustained profitability and operational efficiency. • Led the complete redesign of the ecommerce experience, evolving it into an omnichannel commerce model with advanced capabilities such as Click & Collect and cross-channel fulfillment an experience that has remained in place since 2017 due to its effectiveness and scalability. • Designed and directed the Liverpool Content Factory, establishing a comprehensive production model for photography, copywriting, and catalog standardization across more than 1 million SKUs, elevating the premium brand experience and unlocking ecommerce scalability. • Managed the online purchasing experience for Williams Sonoma, Pottery Barn, and West Elm Mexico as part of Liverpool's joint venture with these brands, aligning brand strategy, assortment, and activations under a unified digital vision. • Implemented risk models for electronic payments and led the evaluation of anti-fraud tools, strengthening transaction security and operational integrity while optimizing profitability through smart trading and payments efficiency. • Orchestrated cross-functional collaboration across Technology, Marketing, Operations, Logistics, and Finance — breaking down silos and establishing a clear digital governance model with defined KPIs, accountable ownership, and a structured operating cadence. • Championed a data-driven culture for commercial decision-making, leveraging advanced analytics to decode consumer behavior, surface growth opportunities, and maximize top- and bottom-line performance during product launches and key commercial events.

Ecommerce Manager with end-to-end ownership of Walmart de México's digital transformation — consolidated three independent ecommerce operations into a unified platform that became the foundation of Walmart 3.0. Defined the operating model, user experience, and digital purchasing journey across General Merchandise, Groceries, Superama, and Sam's Club, scaling Walmart's online business into a multi-billion-peso enterprise. • Built Walmart.com.mx from the ground up in partnership with Deloitte Digital, architecting the full eBusiness model and scaling net sales from zero to 4,000M MXN by 2013, meeting the multi-year revenue target and positioning Walmart as a leading digital player in Mexican retail. • Led the end-to-end redesign of Superama.com.mx, redefining the online grocery experience and delivering a 30% sales lift within the first six months post-launch (2012); the business subsequently surpassed 400M MXN, becoming a strategic pillar of Walmart's omnichannel portfolio. • Consolidated three separate ecommerce operations into a single, unified digital platform, aligning catalog, fulfillment, payments, technology, and customer experience under one governance model — eliminating duplication and unlocking enterprise-wide scalability. • Defined the end-to-end digital customer journey across four distinct verticals (General Merchandise, Groceries, Superama, Sam's Club), applying a customer-obsessed approach to remove friction at every touchpoint and drive repeat-purchase behavior at scale. • Established the digital operating model and governance framework known internally as Walmart 3.0, setting the strategic foundation for how the company would compete, scale, and innovate online in the years that followed.

Responsible for the technological architecture of the Corporate Design and Development areas in Mexico, focused on Corporate Electronic Banking solutions for Latin America (Argentina, Colombia, Venezuela, Peru, and Chile). I led strategic Intranet and Extranet initiatives, enabling mission-critical services for key corporate areas such as Legal, Litigation, Specialized Investigation Units, Corporate Credit, Internal Audit, and regulatory compliance (CNBV). I designed and developed an integrated suite of corporate applications that enabled cross-system information sharing, significantly improving operational agility and reducing response times for internal client services. This work strengthened the bank’s digital governance, streamlined workflows, and enhanced the efficiency of regional corporate operations across multiple countries.

I led the strategic Auto Credit project (2006), recognized as the bank’s most important initiative that year. I was responsible for migrating existing credit portfolios from Financiera Elektra to the Alnova (Altamira) banking platform, ensuring operational continuity and regulatory alignment. I designed the loan model for new credit products—including auto, business, mortgage, and personal loans—derived from the initial core development. I also led the expansion of the credit business into Argentina, enabling Banco Azteca’s entry as an international financial entity by reusing and adapting the Alnova technological foundation. This initiative established the perational, architectural, and regulatory framework required for the bank’s international credit operations.

I participated in the design and launch of one of the first ecommerce models in Mexico, implemented using ATG technology. I developed the ecommerce platform and its associated web applications, ensuring stable performance and correct end-to-end operation of the digital model. I managed purchase orders and provided end-user support, guaranteeing continuous and reliable business operations. I also developed internal interfaces for key areas—including Sales Audit, Finance, Credit, and Banking—optimizing their processes and improving operational efficiency. Additionally, I performed data mining and analysis to enhance visibility and support better decision-making for business teams.