Freelancer profile translated to English.
Back to original languageAbout Carla
I support companies in launching new e-commerce activities and entering new markets, from initial analysis to operational implementation.
During the launch of the New Zealand market for Decathlon, I proposed and managed a complete pivot to a 100% digital model in a context of strong regulatory and sanitary constraints. This transition, initiated from a prototype I developed autonomously, allowed the commercial launch to proceed despite a very uncertain environment.
I intervene upstream to analyze market potential and structure a suitable offer, then I support operational deployment and performance analysis to secure growth.
Types of missions
- E-commerce site launch (Shopify from scratch or adaptation of existing infrastructure)
- Local market study and validation of commercial potential
- Product offering construction and catalog prioritization
- Commercialization and pricing strategy definition
- Operational launch management (digital and supply chain)
- Commercial performance analysis and continuous optimization
- Key skills
- Market analysis and identification of local opportunities
- Construction of offers adapted to a target market
- Launch and structuring of e-commerce activities
- International supply chain coordination
- Management of SEO/SEA freelancers and marketing budgets
- Implementation of performance indicators and management of weekly reviews
- Structuring of internal processes and operational documentation
- Contribution to recruitment and onboarding of local teams
French
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- Decathlon New ZealandSales DirectorRETAIL (LARGE RETAILERS)October 2019 - July 2021 (1 year and 8 months)Auckland, New ZealandRecruited directly by the CEO to launch Decathlon in New Zealand as the first local employee, I was responsible for structuring and executing the overall commercial strategy (retail, e-commerce, and supply chain).I defined the initial marketing strategy around a field experiential model (branded van and local events), before orchestrating the transition to a 100% digital model in response to regulatory constraints and the Covid-19 crisis.I designed and launched the first version of the e-commerce site decathlon.nz, in collaboration with the Decathlon Australia team, by adapting an existing Shopify infrastructure to the New Zealand market.I was the main point of contact for the logistics provider, coordinating flows between the Decathlon warehouse in Malaysia and the local partner in Auckland, with direct monitoring of product availability and operational performance.I managed the last-mile delivery strategy, including rate negotiation, selection of logistics partners, and design of the after-sales customer experience.I structured the strategic documentation, established the initial internal processes, and contributed to setting up the operational frameworks necessary for the local launch.I actively participated in the recruitment and onboarding of the first employees to build the local team.I managed seasonal supply chain adaptations, including specific imports from Europe to meet the needs of the Southern Hemisphere market.
- DECATHLONDigital Project ManagerRETAIL (SMALL BUSINESS)March 2018 - September 2019 (1 year and 6 months)Lille, France
- Design, development, and launch of a new Click & Collect customer experience, promoting the digitalization of the in-store pickup process.
- Management of mobile communication campaigns encouraging in-store visits, thereby increasing customer traffic from digital channels to physical stores.
- Collaboration with the startup Mon Super Voisin to facilitate local exchanges between sports product users and strengthen community engagement.
- Management and maintenance of the project website, ensuring content updates, user journey consistency, and alignment with business objectives.
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Education
- Digital Marketing and E-CommerceIESEG2019- strategie - management de projet - traffic management - data analyses