Hugo Andres Paez Flandoffer

Objective: To lead the comprehensive launch, growth, and operational management of the brand in the U.S. market across all E-commerce and retail channels, and manage the end-to-end international supply chain.

• Market Entry (U.S.): Lead the complete onboarding and brand launch process on key U.S. Marketplaces (e.g., Amazon, Walmart), ensuring full legal and commercial compliance.
• Growth Strategy: Design and execute the full growth and profitability (P&L) strategy for the E-commerce channel (Shopify and Marketplaces).
• Omnichannel (Retail): Manage the strategy for product introduction and placement in physical stores and retail points of sale in the U.S. market, integrating online and offline channels.
• Shopify Development: Create, configure, and launch the primary direct-to-consumer (DTC) online store using the Shopify platform, including User Experience (UX/UI) optimization and all necessary technical integrations.
• SEO and Content Marketing: Implement advanced SEO strategies (keywords, content structure) for the Shopify store and Marketplace listings, maximizing organic visibility.
• Catalog Management: Oversee the creation, description, and optimization of all product listings (e.g., bones, sticks) on Marketplaces and Shopify, ensuring high content quality for Conversion Rate Optimization (CRO).
• Digital Advertising (PPC/Ads): Plan, manage, and optimize Paid Media campaigns (Google Ads, Meta Ads, Amazon Ads) to drive qualified traffic and conversion, maintaining a profitable Return on Ad Spend (ROAS).
• Plant Coordination: Synchronize the production and new edible product creation process at the Cartagena plant, ensuring all product specifications meet U.S. market requirements.
• International Logistics (FCL/LCL): Administer the export supply chain, from cargo preparation in Cartagena to container dispatch to Houston, including customs documentation and freight forwarder management.
• U.S. Warehouse Management: Coordinate and establish logistics protocols with the Houston warehouse team for container reception, inventory management, picking, packing, and final order dispatch.
• Inventory Optimization: Maintain optimal inventory levels at the Houston warehouse to minimize stockouts and avoid unnecessary logistics costs.

Objective: Responsible for the strategy, operations, and sales growth of the brand across Amazon (Seller & Vendor) and other pan-European marketplaces.

• B2B (Vendor) Strategy: Negotiation and management of Amazon Vendor Purchase Orders (POs), optimization of commercial terms, and rigorous compliance with key metrics (Fill Rate, OTDR).
• Market Expansion: Definition and implementation of the catalog strategy across major European markets (ES, DE, FR, IT, UK).
• Brand Presence: Creation, design, and organization of the official Amazon Brand Store. Optimization and deployment of A+ Content.
• Asset Generation: Coordination and conceptual contribution for the creation of high-quality rendered videos (lifestyle and installation) to significantly boost conversion rates.
• Performance Marketing: SEO/CRO optimization of all product listings and management of Amazon Ads (PPC) campaigns, with a strict focus on maximizing profitability (ACOS/ROAS).
• Logistics Automation: Configuration of automated shipping/dispatch methods on Amazon to improve delivery speed, increase organic sales ranking, and ensure compliance.
• Inventory Planning (FBA/FBM): Strategic European FBA inventory planning and optimization of Fulfillment by Merchant (FBM) dispatch and lead times.
• Operational Analysis: Monitoring account health metrics and managing support cases efficiently within both Seller Central and Vendor Central platforms.

• Listing products on Goflow on platforms like Target,Amazon, and Walmart
• Writing product descriptions and data entry
• Managing product collections
• Content creation for marketing
• Social media marketing strategies and execution
• Communicating and coordinating with suppliers
• Handing customer inquiries and support
• Implementing SEO strategies for product pages and collections
• Updating and maintaining inventory

• Comprehensive E-commerce & Marketplace Management (Shopify Expert): Led the administration, configuration, and optimization of the online store on Shopify (1,000+ SKUs).
• Managed and optimized product listings (individual and bulk uploads) across key marketplaces including Amazon, Walmart, eBay, Wayfair, Faire, Bison, Gigacloud, and Overstock.
• Proactively managed physical inventory for the U.S. market, coordinating furniture manufacturing in Colombia and overseeing international maritime dispatch to prevent stockouts.
• Designed and organized the website structure on Shopify, from product creation, persuasive titles and descriptions, to collection setup and web design improvements.
• Developed and implemented SEO strategies for organic visibility from 0 to 15-25 daily organic visits without paid marketing.
• Managed Shopify's connection with key platforms like Google Ads/Merchant Center, Meta Facebook/Instagram Ads, and other marketplaces for digital marketing campaign execution, managing budgets and optimizing performance.
• Supervised order and dispatch management, ensuring logistical efficiency and customer satisfaction.
• Directly managed customer service, resolving issues and improving the post-sales experience.
• Implemented plans to anticipate and meet customer needs, contributing to increased retention and generating cross-selling and new sales opportunities within the client portfolio.
• Successfully transformed operations, moving from zero sales to generating $70,000 USD monthly within an 8-month period.

• Led the complete opening and setup of new accounts on key platforms like Amazon and Walmart.
• This included product analysis and selection with high sales potential, and comprehensive listing creation from scratch (titles, descriptions, images, video).
• Responsible for ongoing listing optimization on Amazon and Walmart, implementing content and structural improvements to maximize organic visibility, click-through rates, and conversion.
• Developed and oversaw the entire supply chain process for inventory shipments to the U.S. and Spain under Amazon FBA and Walmart Fulfillment Services (WFS) models.
• Responsibilities included creating and managing shipping plans, preparing and labeling products and boxes according to distribution center regulations, coordinating with production and international logistics providers for air transport, proactive inventory monitoring in FBA/WFS warehouses, managing returns and inventory removal processes.
• Designed, implemented, and managed PPC campaigns on Amazon Ads and Walmart Ads, optimizing budget and performance to increase product visibility and sales.
• Managed and supervised all facets of customer service for marketplace accounts, ensuring efficient issue resolution and post-sales satisfaction.

• Provided critical analysis and direct strategic recommendations to the CEO, focused on optimizing operational costs without compromising results.
• Developed predictive analysis and proactive problem prevention, directly contributing to key decision-making for the company's overall benefit and efficiency.
• Led the identification and establishment of strategic alliances, such as agreements with EBay China and Mercado Libre Colombia, to boost the company's expansion and positioning in new markets and sales channels.

• Led the development and growth of a strategic client portfolio, acting as the primary point of contact.
• Managed a catalog of over 2 million products.
• Established key alliances with EBay China and Mercado Libre Colombia to expand the market.
• Conducted cost analyses to optimize operations and profitability.
• Developed problem prevention strategies and contributed to strategic decision-making for the company's benefit.
• Cultivated strong relationships with high-level decision-makers, ensuring client satisfaction and negotiating agreements to maximize profits.
• Recognized for achieving the largest sales nationwide and providing the best customer service, meeting Mercado Libre Colombia's excellence metrics.

• Led and coordinated a team of 20+ individuals, overseeing 30,000+ monthly shipments.
• Implemented end-to-end tracking to ensure successful delivery and resolution of issues.
• Conducted cost analyses and negotiated with operators to optimize rates.
• Developed and monitored KPIs for delivery times.
• Created direct logistics integrations with platforms like Shopify, Magento, and WordPress.

• Designed, implemented, and led a call center from scratch, migrating operations to Venezuela.
• Managed up to 10,000 daily inquiries, ensuring minimal response times.
• Handled all post-sales support, complaints, and claims.
• Developed reports and continuous improvement plans.
• Established a customer service Bot with automated responses.
• Managed the Magento 1 platform for company website administration.

• Provided customer service and tele-sales.
• Utilized Amadeus for booking management and complex queries.
• Resolved conflicts and retained clients.

• Designed and implemented an inventory system for restaurant production.
• Developed customer experience plans.
• Led the service team.

• Managed high volume of customer calls, provided product info, supported sales, and managed inventory inquiries.
• Supported merchandising activities.