Yahaira Cuevas

Advised DTC and lifestyle brands on site experience, leading end-to-end web redesigns to improve engagement and reduce bounce. Ran UX audits and customer journey mapping to convert friction points into prioritized redesign backlogs adopted by client teams. Directed designers and developers to translate brand strategy into shipped digital experiences by owning briefs and acceptance criteria. Led brand discovery sessions defining positioning, tone of voice, and visual identity systems for fashion and lifestyle clients, and produced strategy decks and stakeholder presentations to communicate recommendations and align teams on cohesive digital execution.

Owned DTC and marketplace channels (Shopify Plus, Amazon, TikTok Shop, Etsy) for a consumer brand that scaled from $20M to $58M across DTC, marketplace, and wholesale. Acted as internal owner of the Shopify Plus storefront (triaging issues, coordinating fixes, managing performance and functionality), developed custom Shopify themes and API integrations in-house, and managed the third-party app stack end-to-end. Built and owned the company’s first PIM, reducing product launch cycles from one month to two weeks via standardized briefs, listing creation, and pre-launch QA. Led UX and CRO initiatives using funnel analysis and Hotjar session replay to diagnose checkout abandonment and prioritize trust, UX, and copy improvements; optimized mobile-first experiences and implemented accessibility tooling. Owned core funnel metrics (add-to-cart rate, checkout initiation, checkout completion) and reported performance/diagnostics to leadership. Directed content, merchandising, and end-to-end cre

Built and optimized landing pages for two brands, supporting a 20% increase in customer retention. Increased sales by 27% by designing and shipping brand content across blogs, flyers, and website assets for two distinct brands. Raised email click-through rates by 42% by developing responsive HTML templates optimized for cross-device rendering. Grew organic social engagement by 25% by producing and publishing daily content across Facebook and Instagram for DTC and B2B audiences. Increased repeat purchases by 20% by launching loyalty programs and lifecycle email campaigns. Spearheaded promotional events that increased brand exposure and audience engagement by 15%.