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David Chávez

Digital marketing and eCommerce expert

Work experience

Oct 2011Present

Regional Digital Marketing Assistant Manager

Sony Latin America, Inc.

Web Merchandising and User Experience (UX)

•Head of Web Merchandising (optimization of websites to increase sales) and UX activities (optimization of website navigation and user-friendly experience) across the region in product marketing and eCommerce sites. Creation of landing pages optimized for sales (conversion) and product branding.

•Increase of sales by improving branding and product communication by coordinating local team members, regional category managers and agencies.

•In charge of all online marketing activities for BRAVIA (TV) and VAIO (computers) categories: online campaign management in 360°, KPI definition and monitoring and online content management.

•Curating content for home page in all countries.

Traffic generation

•Execution of traffic generation activities, such as SEM, Social Media, Display Network and CRM.

•Focus in ROI for campaign activities. Achieved a campaign ROI above market average. With reduced budget, achieved considerable amount of total revenue from such campaigns. •Establishment of new guidelines in campaign management, KPIs and metrics, based on ROI and performance.

•Successfully implemented ROPO (Research Online, Purchase Offline) metric: customers that saw an online campaign and bought in offline store can now be identified. Revenue measured in online campaigns now includes offline sales.

Web Analytics & Insights

•Leading web analytics activities, monitoring user behaviour in websites, KPI campaign performance, giving insights of execution and highlighting areas of improvement.

•Establishment of standard dashboards to track KPIs in all websites as part of regular operations on marketing sites and eCommerce.

•Leverage of web metrics and campaign metrics, to quickly identify opportunities and correct deviations in objectives.

Feb 2008Oct 2011

Technical eCommerce Lead and Project Manager

Sony Latin America, Inc.
•Major business process re-eingineering and enhancements for Brazil and Mexico eCommerce. •Coordination of Information Systems group, offshore teams, business teams and vendor teams to deliver solutions to stakeholders, using effective communication. In-site coordination done as well in LA countries and India. •Project management: risk management, assessment, resource management, blue print documents, project charter, project plan, etc. •Complete and thorough analysis of search functionality on the site and customer behaviour using Web Analytics (Omniture). •Improvement in backoffice processes, reducing 80% of processing time in Mexico eCommerce site (Integration with Santander and American Express systems). •Improvement in fraud validation and system integrations, reducing 50% fraud analysis time in Brazil and 75% in Mexico. •Implementation of eCommerce projects, including release of Colombia eCommerce site.
Aug 2006Feb 2008

Technical eCommerce Business Analyst

Sony Latin America, Inc.
•Business representative in IS team. •Analysis and implementation of eCommerce platform projects. •Increased the performance of the team by coordination of efforts, effective management of issue resolutions and resource management. •Coordination with business users to facilitate the use of the platform. Documentation, training, user sessions, etc.
Mar 2006Aug 2006

Technical eCommerce Application Analyst

Sony Latin America, Inc.
•Regional production support lead, aimed to resolve quickly issues on eCommerce platform. •Implementation of Visa Electron and Itaú implementation for Brazil. •eCommerce framework upgrade. Technical assessment and improvements in pltform upgrade.




Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM), Mexico


University of Westminster, United Kingdom
Studied the following modules: -Project management -Business organisation -Internet applications -Software development


Search Advertising
Content Strategy
Digital Media
Display Advertising
Web Content Management
Content Management
Web Marketing
Digital Strategy
Web Project Management
Multi-channel Marketing
Web 2.0
Web Development
Google Analytics
Online Marketing
Web Services
User Experience
Business Process
Online Advertising
Project Management
Retail Marketing
Web Analytics
Website Merchandising
Digital Marketing
Web Design