Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I'm a dynamic brand and digital marketing leader with 15+ years of experience turning data and customer insights into growth. I thrive on building brands and digital experiences that connect with people and drive measurable business results. My track record includes delivering a 35% uplift in e-commerce sales and generating over $80M in incremental e-commerce sales for one of the largest supermarkets in Australia. I’m passionate about creating seamless, personalised shopping experiences that convert, and I enjoy leading cross-functional teams to move fast, test ideas, and continuously improve performance.…I'm a dynamic brand and digital marketing leader with 15+ years of experience turning data and customer insights into growth. I thrive on building brands and digital experiences that connect with people and drive measurable business results. My track record includes delivering a 35% uplift in e-commerce sales and generating over $80M in incremental e-commerce sales for one of the largest supermarkets in Australia. I’m passionate about creating seamless, personalised shopping experiences that convert, and I enjoy leading cross-functional teams to move fast, test ideas, and continuously improve performance.

Lucila Braga

Marketing Strategist, Growth Marketer, Brand Strategist, +2





I'm a dynamic brand and digital marketing leader with 15+ years of experience turning data and customer insights into growth. I thrive on building brands and digital experiences that connect with people and drive measurable business results. My track record includes delivering a 35% uplift in e-commerce sales and generating over $80M in incremental e-commerce sales for one of the largest supermarkets in Australia. I’m passionate about creating seamless, personalised shopping experiences that convert, and I enjoy leading cross-functional teams to move fast, test ideas, and continuously improve performance.…I'm a dynamic brand and digital marketing leader with 15+ years of experience turning data and customer insights into growth. I thrive on building brands and digital experiences that connect with people and drive measurable business results. My track record includes delivering a 35% uplift in e-commerce sales and generating over $80M in incremental e-commerce sales for one of the largest supermarkets in Australia. I’m passionate about creating seamless, personalised shopping experiences that convert, and I enjoy leading cross-functional teams to move fast, test ideas, and continuously improve performance.

Available to hire

I’m a dynamic brand and digital marketing leader with 15+ years of experience turning data and customer insights into growth. I thrive on building brands and digital experiences that connect with people and drive measurable business results.

My track record includes delivering a 35% uplift in e-commerce sales and generating over $80M in incremental e-commerce sales for one of the largest supermarkets in Australia. I’m passionate about creating seamless, personalised shopping experiences that convert, and I enjoy leading cross-functional teams to move fast, test ideas, and continuously improve performance.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Portuguese

Fluent

Work Experience

General Manager - Marketing & Innovation at Nuttelex

September 1, 2024 - November 13, 2025

Leading strategic digital and brand development to drive growth and long-term customer loyalty. Drove a 30% increase in e-commerce sales by mentoring marketing and NPD teams to execute innovative, data-driven digital campaigns. Crafted a $3M multichannel media strategy accelerating online sales by 35% and delivering an interactive website within 8 weeks to improve UX/UI and conversions. Led the launch of 5 new product categories in emerging APAC markets, expanding digital storefronts and retention. Redefined Nuttelex’s digital brand for clarity and engagement, increasing online customer interaction by 40%. Developed APAC export strategy targeting online marketplaces, expanding global ecommerce reach by 20%.

Head of Digital Customer Experience at Bakers Delight

September 1, 2024 - September 1, 2024

Shaped the digital customer experience and led a team of 12 across e‑commerce, loyalty, digital media, local marketing, and analytics. Optimised website CX, reducing bounce rate by 17% and improving conversion funnel efficiency. Introduced data-driven personalisation across eDM, app, and online storefront, boosting basket size and retention. Redefined team structure to improve role clarity and efficiency, contributing to a 10% rise in employee satisfaction. Managed multi-million dollar budget, enhanced online sales and engagement, increased web traffic, and doubled ecommerce member base through customer insights and strategy. Reassessed vendors to align with the vision and established a KPI-driven reporting framework for ongoing optimization.

Senior Digital Marketing Manager at Coles Group

July 1, 2021 - July 1, 2021

Managed cross-functional teams and a $10M+ digital marketing budget to optimise ecommerce sales funnels. Led data-driven initiatives using Flybuys’ first‑party data to generate $80M incremental ecommerce sales annually. Transformed the digital catalogue with monetizable use cases, increasing online revenue by 15% and lifting conversion rates by 12% via customer journeys and A/B testing. Developed a fully automated, data-driven cross‑channel lifecycle strategy across paid and owned channels. Ensured rigorous program reporting with a focus on optimization, ROI, and channel impact; managed supplier contracts and stakeholder relationships.

Senior Digital Marketing Manager - Loyalty at Fly Buys NZ

July 1, 2018 - July 1, 2018

Leveraged data to develop ecommerce and digital marketing initiatives for Fly Buys partners (e.g., Genesis Energy, Foodstuffs). Improved campaign ROI by 20% and increased ecommerce transactions by 10% for Foodstuffs. Boosted partner ecommerce sales by $8M through targeted multichannel Oracle-driven campaigns with advanced data modeling. Integrated Genesis Energy’s scrum for ecommerce retention and acquisition initiatives, and created comprehensive campaign strategies, journeys, landing pages, and A/B testing tactics.

Digital Marketing Manager at Auckland University of Technology

July 1, 2017 - July 1, 2017

Developed and executed strategies to meet defined targets, managing an annual budget and two FTE. Led the university’s largest integrated campaigns (eDM, digital, paid media), delivering a 6% increase in brand consideration. Built acquisition and nurture campaigns integrated with marketing automation, launched paid social campaigns, and served as the primary liaison with agencies. Managed email marketing campaigns and improved conversions through data-informed optimization.

Loyalty Specialist at Les Mills

December 1, 2013 - December 1, 2013

Collaborated with cross-functional teams to implement retention strategies, reducing churn and improving loyalty. Contributed to system and process improvements, fostering stakeholder relationships and achieving target outcomes within deadlines.

Marketing Communications Manager at Ray White Real Estate

April 1, 2011 - April 1, 2011

Developed and executed the branch’s marketing and communications strategy to increase brand presence and revenue. Planned and implemented marketing communications plans, driving a notable increase in market share. Led PR, promotions, and sponsorship activities to expand brand exposure and improved customer communications and open rates.

Marketing Executive at Easy Study & Travel

May 1, 2009 - May 1, 2009

Collaborated with the general manager to create marketing strategies to boost course sales domestically and internationally.