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I’m María Rocío Canales, a product and digital strategy leader with over 6 years of experience driving customer-focused initiatives across e-commerce and technology organizations in Latin America. I lead cross-functional teams to turn data into actionable product and growth strategies that improve how customers discover products, evaluate options, and complete purchases. In my current roles, I define regional product and product-discovery strategies across web and app experiences, and I also lead CRO efforts to maximize conversion and profitability through search optimization, personalization, and ratings/reviews and recommendations. I’m a believer in collaboration, trust, and motivated teams—paired with a strategic vision—to deliver measurable business value and sustainable growth.…I’m María Rocío Canales, a product and digital strategy leader with over 6 years of experience driving customer-focused initiatives across e-commerce and technology organizations in Latin America. I lead cross-functional teams to turn data into actionable product and growth strategies that improve how customers discover products, evaluate options, and complete purchases. In my current roles, I define regional product and product-discovery strategies across web and app experiences, and I also lead CRO efforts to maximize conversion and profitability through search optimization, personalization, and ratings/reviews and recommendations. I’m a believer in collaboration, trust, and motivated teams—paired with a strategic vision—to deliver measurable business value and sustainable growth.

María Rocío Canales

Product Marketer, Conversion Rate Optimization Expert, SEO Expert, +2

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I’m María Rocío Canales, a product and digital strategy leader with over 6 years of experience driving customer-focused initiatives across e-commerce and technology organizations in Latin America. I lead cross-functional teams to turn data into actionable product and growth strategies that improve how customers discover products, evaluate options, and complete purchases. In my current roles, I define regional product and product-discovery strategies across web and app experiences, and I also lead CRO efforts to maximize conversion and profitability through search optimization, personalization, and ratings/reviews and recommendations. I’m a believer in collaboration, trust, and motivated teams—paired with a strategic vision—to deliver measurable business value and sustainable growth.…I’m María Rocío Canales, a product and digital strategy leader with over 6 years of experience driving customer-focused initiatives across e-commerce and technology organizations in Latin America. I lead cross-functional teams to turn data into actionable product and growth strategies that improve how customers discover products, evaluate options, and complete purchases. In my current roles, I define regional product and product-discovery strategies across web and app experiences, and I also lead CRO efforts to maximize conversion and profitability through search optimization, personalization, and ratings/reviews and recommendations. I’m a believer in collaboration, trust, and motivated teams—paired with a strategic vision—to deliver measurable business value and sustainable growth.

Available to hire

I’m María Rocío Canales, a product and digital strategy leader with over 6 years of experience driving customer-focused initiatives across e-commerce and technology organizations in Latin America. I lead cross-functional teams to turn data into actionable product and growth strategies that improve how customers discover products, evaluate options, and complete purchases.

In my current roles, I define regional product and product-discovery strategies across web and app experiences, and I also lead CRO efforts to maximize conversion and profitability through search optimization, personalization, and ratings/reviews and recommendations. I’m a believer in collaboration, trust, and motivated teams—paired with a strategic vision—to deliver measurable business value and sustainable growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Beginner

Language

English

Beginner

Portuguese

Beginner

Work Experience

Digital Optimization Lead (CRO) at ConcédS.A.

September 1, 2021 - Present

Led continuous e-commerce conversion rate optimization projects, primarily in Chile, managing strategies to improve user experience in search, recommendations, and ratings & reviews. Implemented A/B testing programs to validate hypotheses and drive measurable conversion improvements.

Head of CRO at ConcédS.A.

September 1, 2021 - Present

Led regional CRO efforts to maximize conversion and profitability across digital channels. Identified and optimized key drivers of customer behavior including search, personalization, ratings & reviews, and recommendations.

Head of Product at ConcédS.A.

September 1, 2021 - Present

Defined and led the regional browsing and product-discovery strategy across the company’s websites and apps, shaping how customers explore and find products before reaching product pages or completing purchases. Led teams across Search & Discovery, Product Information Systems, Content Management Systems, and Reviews & Recommendations.

Digital Optimization Lead (CRO) at Encoud S.A.

September 1, 2021 - Present

Owned continuous conversion rate optimization for eCommerce platforms, primarily in Chile, managing projects and strategies to improve user experience in search, recommendations, and ratings & reviews. Implemented A/B testing programs to validate hypotheses and drive measurable conversion improvements.

Head of CRO at Encoud S.A.

September 1, 2021 - Present

Led regional teams to maximize conversion and profitability across digital channels, identifying and optimizing key drivers of customer behavior including search, personalization, and ratings & reviews/recommendations.

Head of Product at Encoud S.A.

September 1, 2021 - Present

Defined and led the regional browse and product-discovery strategy across the company’s websites and apps, improving how customers explore and find products before reaching product pages or completing a purchase. Led teams across Search & Discovery, Product Information Systems, Content Management Systems, and Reviews & Recommendations.

Expert IT Process Engineer at LATAM Airlines

October 1, 2019 - September 1, 2021

Led and managed BI projects by coordinating teams and data analysis to generate strategic insights supporting key business decisions, improving company performance and operational efficiency. Developed automation, data analysis, and dashboard projects using Google Cloud, advanced SQL, and data modeling.

Consultant at Ernst & Young

January 1, 2019 - October 1, 2019

Consulted on operations, strategy, and innovation projects with a primary focus on mining and retail industries.