Summary
Overview
Work history
Education
Skills
Certification
Languages
Timeline
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Fernanda Umbelino

London

Summary

Dynamic professional with expertise in e-commerce performance and conversion rate optimisation. Proficient in Klaviyo and Dotdigital, with a strong background in SEO optimisation and technical skills. Demonstrates exceptional data analysis capabilities and product merchandising acumen. Skilled in HTML & CSS, problem-solving, and competitor analysis, with a focus on enhancing user experience. Committed to leveraging these skills to drive business growth and innovation.

Overview

4
4
years of professional experience
1
1
Certification

Work history

E-commerce & SEO Specialist

Select Fashion
London
06.2025 - 09.2025
  • SEO Strategy Development: Design and implement comprehensive SEO strategies to improve organic search rankings and drive targeted traffic to our website.
  • On-Page Optimization: Optimize website content, meta tags, headings, and images to align with SEO best practices and improve user experience.
  • Technical SEO: Perform regular technical audits to identify and resolve issues affecting site performance, such as crawl errors, page speed, and mobile optimization.
  • Competitor Analysis: Monitor competitor websites and industry trends to identify opportunities and stay ahead in the market.
  • Collaboration: Work closely with cross-functional teams, including marketing, design, and IT, to ensure SEO best practices are integrated across all digital touchpoints.
  • Improved website speed by optimising images and scripts for faster loading times.
  • Improved user experience on the company website, leading to increased traffic.
  • Enhanced site visibility by implementing effective SEO strategies.

E-commerce Coordinator

The Jewellery Display Company (TJDC)
London
11.2023 - 06.2025
  • Manage Magento website, ensuring smooth functionality, and SEO best practices, which contributed to a 30% increase in organic traffic and 34% improvement on site speed - Collaborated with developers to integrate new tools, fix bugs, and enhance site performance.
  • Develop and implement e-commerce strategies focused on sales, retention, AOV, and conversion — driving a 30% sales increase, raising conversion rate from 3.86% to 4.62%, and boosting AOV from £217 to £284.
  • Monitor and analyse performance using Google Analytics, Merchant Centre, and Search Console, using insights to optimise site structure, campaigns, and customer behaviour. Preparing montly reports, combining trading insights with strategic recommendations to support commercial decision-making.
  • Colaborate with Marketing team to execute the plan product launches and merchandising updates in line with the promotional and trading calendar.
  • Manage and optimise Amazon Marketplace, improving listings, Storefront, and ad performance. Resulting in a 569% increase in Amazon sales. A+ content and keyword strategy.
  • Manage automated email flows and support weekly campaign planning in Klaviyo, increasing revenue from email by 167% and contributing 30% of total company revenue through targeted segmentation and automation.

E-Commerce & Marketplace Manager (Amazon&Shopify)

Self-Employed
London
12.2021 - 11.2023
  • Create, optimize, and maintain product listings, ensuring accurate descriptions, images, and keywords to maximize visibility and conversions.
  • Develop and monitor Amazon Ads campaigns, adjusting bids and keywords to improve ROI and drive sales.
  • Track inventory levels, coordinate restocking, and prevent stockouts or overstocking to maintain healthy supply chain operations.
  • Analyze sales data, customer trends, and competitor insights using Amazon Seller Central and other tools to inform strategic decisions.
  • Conduct keyword research and optimize listings for Amazon’s algorithm to improve organic ranking and visibility.
  • Ensure all listings and operations comply with Amazon's guidelines, avoiding violations that could lead to listing suppression or account suspension.

Education

Bachelor's degree - Business Management

Unicesumar
Brasil
2 2017/2017 - 12 2019/2019

Skills

  • E-commerce Performance
  • Conversion Rate Optimisation
  • Klaviyo & Dotdigital
  • SEO Optimisation & Technical
  • Data Analysis
  • Product Merchandiser
  • HTML & Css
  • Problem-Solving
  • Competitor analysis expertise
  • User experience enhancement

Certification

  • Google Data Analytics, Google Career Certificates, 07/01/23, 01/01/24
  • Fashion Business, EnModa, Brazil, 08/01/21, 06/01/22
  • Collection Planning and Development, EnModa, Brazil, 01/01/21, 03/01/21
  • Fashion Marketing and Branding, Senac, Brazil, 07/01/20, 09/01/20
  • Management of Fashion and Luxury Companies, Università Bocconi, Italy, 05/01/20, 09/01/20

Languages

English
Beginner
Portuguese
Beginner
Italian
Beginner
Spanish
Beginner

Timeline

E-commerce & SEO Specialist

Select Fashion
06.2025 - 09.2025

E-commerce Coordinator

The Jewellery Display Company (TJDC)
11.2023 - 06.2025

E-Commerce & Marketplace Manager (Amazon&Shopify)

Self-Employed
12.2021 - 11.2023

Bachelor's degree - Business Management

Unicesumar
2 2017/2017 - 12 2019/2019

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