01 / Monthly sales growth
+213%Marcos Silva / Gold Coast, Australia
Head of Ecommerce & Growth.
+213%Monthly sales growthBusiness growth during my time at Stone.kin · a team resultResponsible for the whole journey.
From first visit to repeat purchase.
I’m Marcos Silva, a Gold Coast-based ecommerce leader and DTC ecommerce specialist. I look after trading, Shopify Plus, paid acquisition and retention, helping consumer brands grow from the first visit to repeat purchase.
Data specialist.AI expert.
Commercially minded. Customer focused.DTC / RETAIL / CONSUMER BRANDS
The commercial snapshot
RESULTS THAT MATTER
Growth, retention and trading outcomes from the work I own, alongside the teams I work with.
02 / Returning-customer rate
+16.6%Helped increase the returning-customer rate by 16.6% relative, while managing lifecycle marketing and retention.
Retention case study →03 / Order growth
+17.6%Contributed to 17.6% growth in store orders across the periods reviewed.
Trading and retention context →04 / Peak-trading conversion
4.6%Led EOFY trading across paid media, email and Shopify during a promotion that achieved 4.6% site conversion.
EOFY case study →05 / Meta return on ad spend
3.39×Managed Meta activity that recorded a 3.39× platform-reported return on ad spend across a 90-day review.
Paid-media expertise →06 / Reported Meta ROAS
+28%Recorded approximately 28% higher Meta ROAS in April 2026 than in the May 2025 benchmark month.
Acquisition and growth expertise →07 / US new-customer order share
80%Supported US ecommerce growth during a period when new customers accounted for 80% of store orders.
My ecommerce background →08 / Shopify storefronts
2Owned the ecommerce website experience across two Shopify storefronts serving Australia and the United States.
Shopify and commercial expertise →01 / Selected work
Ecommerce growth case studies.
Decisions and results.
Three examples of the work I led, the decisions I made and the results we saw.
01
MY OWNERSHIP / ECOMMERCE GROWTH
Helping a small brand grow.
I managed the website, acquisition and retention as monthly sales grew to more than three times the earlier baseline.
3.1×Monthly sales scale
100 → 313Sales index, rounded
Dec 2025Reported milestone
MEASURABLE OUTCOME
By the December 2025 milestone, monthly sales had reached 3.1× the baseline before I joined, an increase of approximately 213%. This was business growth achieved with the wider team. It does not measure my individual marketing impact or profit growth.
My ownership, decisions & leadership
01 / Business challenge
Grow a small consumer brand while connecting the work across customer acquisition, the Shopify experience and repeat purchase.
02 / My ownership
I owned ecommerce growth across Shopify, Meta and Google Ads, CRM, merchandising, conversion optimisation and reporting.
03 / Strategic decisions
I planned paid media and lifecycle activity around the trading calendar, using store and channel reports to decide what to do next. I handled both the planning and the day-to-day work.
04 / Cross-functional leadership
I worked with creative, product and operations on launches and customer messaging, and coordinated the agencies and specialists involved.
02
MY OWNERSHIP / CUSTOMER LIFECYCLE
Build repeat purchase into the growth plan.
Giving existing customers as much attention as new ones, with segmentation and lifecycle activity built into the trading plan.
+4.7 ppReturning-customer rate
+16.6%Relative rate increase
Mar 2026Three-month review
MEASURABLE OUTCOME
The three-month Shopify review shared in March 2026 showed that the returning-customer rate rose by 4.7 percentage points against the comparison period, a 16.6% relative increase. Orders also increased 17.6%. These results cover the whole store and do not measure the impact of CRM alone.
My ownership, decisions & leadership
01 / Business challenge
Grow the customer base while giving existing customers relevant reasons to return. Acquisition alone does not describe the quality of a growing ecommerce business.
02 / My ownership
I owned Klaviyo lifecycle and email activity, SMS, customer segmentation and retention alongside paid acquisition and ecommerce reporting.
03 / Strategic decisions
Used purchase behaviour and customer segments to shape lifecycle activity, and reviewed returning-customer performance alongside orders, traffic and conversion. Kept repeat purchase visible in trading decisions.
04 / Cross-functional leadership
Connected customer communications with product launches and the trading calendar, working across creative, product and customer experience to keep messages relevant throughout the purchase journey.
03
MY OWNERSHIP / PEAK TRADING
Making the EOFY promotion work across every channel.
Aligning the EOFY offer, paid media, email and onsite experience around a single trading event.
4.6%Site conversion rate
25 to 30 Jun2026 trading window
Store-wideCombined-channel result
MEASURABLE OUTCOME
During the EOFY promotion from 25 to 30 June 2026, the site conversion rate was 4.6%. This reflects the work of the team across channels. It is the conversion rate during the promotion, not an uplift measured against a control period.
My ownership, decisions & leadership
01 / Business challenge
Make a time-limited promotional event work across the entire journey, from the first campaign message to product selection and checkout.
02 / My ownership
I connected the EOFY trading activity across paid media, email and the Shopify customer journey, reviewing performance during the promotion.
03 / Strategic decisions
Aligned the offer, product priorities and campaign messaging across channels. Worked across Meta advertising, catalogue activity and the onsite journey so the promotion remained consistent from discovery to purchase.
04 / Cross-functional leadership
Coordinated campaign messaging and ecommerce execution with the wider team, bringing creative, media and onsite priorities together around the same trading window.
02 / What I bring
Shopify Plus, trading
and DTC growth expertise.
I work across trading, customer acquisition, retention and the operations that support them.
01
Ecommerce trading & Shopify Plus
I connect the trading calendar, product mix, promotions and conversion optimisation, with hands-on Shopify Plus experience across the storefront and customer journey.
Shopify · GA4 · Conversion optimisation
Explore the peak-trading case study →02
DTC acquisition & growth
I build paid-media plans around the customer, with clear roles for prospecting, remarketing, creative and product feeds.
Meta Ads · Google Ads · Merchant Center
Explore the ecommerce growth case study →03
Retention & lifecycle
I use customer behaviour and purchase history to make email, segmentation and cross-sell journeys more relevant.
Klaviyo · Customer segmentation · CRM
Explore the retention case study →04
Commercial operations
I work across marketplace setup, international markets, fulfilment tools and agencies to help growth plans happen.
Amazon · Shopify Markets · Cross-functional delivery
See my leadership approach →05
Data analysis & AI
I specialise in data analysis and AI. I use data to understand business performance, find problems and decide where to focus. My approach to AI is practical: finding useful ways to support the work while keeping human judgement and accountability.
Data analysis · Reporting · AI
More about my background →03 / About me
An ecommerce leader
based on the Gold Coast.
I’m Marcos. I like figuring out why people buy, what they like about a brand and what we could do better.
My work spans ecommerce strategy, performance marketing, lifecycle, reporting and the customer experience. I’m comfortable discussing the numbers and then getting into the campaign, product page or customer journey that needs attention.
I enjoy solving problems and seeing the work through. I work best with a clear goal, responsibility for delivering it and people who care about what they do.
Off the clock? Usually coffee, the beach and a good conversation.
04 / How I work
How I lead
ecommerce growth.
Start with the business question.
What are we trying to improve, what does the customer need, and which measure will tell us it’s working?
Bring the right people and channels together.
Align trading, creative, media and lifecycle around the same priority. Make the next action and its owner clear.
Stay close to the result.
Review what happened, question the assumptions and use what we learn to make the next decision better.
05 / Recruiter FAQs
Ecommerce experience.
Your questions answered.
Role fit, Shopify Plus experience and my focus on Australian consumer brands.
What type of roles are you looking for?
My focus is Head of Ecommerce, Head of Growth and Ecommerce Trading Manager opportunities with Australian consumer brands. I’m based on the Gold Coast, and I’m also looking at roles in Brisbane and Byron Bay. I’d be happy to talk about the role and what your team needs.
Discuss an ecommerce leadership role →What size businesses do you work best with?
I’m at my best in growing consumer businesses where I can take broad ownership and stay close to the work. My experience at Stone.kin combines commercial planning with hands-on delivery, connecting trading, acquisition, retention and the customer experience.
More about my background →What is your leadership style?
I start with a clear business goal, bring the right people together and make ownership clear. I work across creative, product and operations, coordinating agencies and specialists around shared trading priorities. I stay close to the results and use what we learn to guide the next decision.
See how I lead →What makes your approach different?
I connect customer acquisition with conversion and repeat purchase, rather than treating each channel as a separate job. My DTC ecommerce experience combines Meta and Google Ads, Shopify and Klaviyo, with store-level performance guiding priorities. I’m clear about what I was responsible for and what we achieved together.
Read the growth case study →What markets have you worked in?
My ecommerce ownership spans two Shopify storefronts serving Australia and the United States. That work connects the website experience, international market priorities and acquisition and retention activity, with specialist support where needed.
Explore my commercial expertise →How hands-on are you with Shopify Plus and trading?
My Shopify Plus experience centres on running and improving an ecommerce business: merchandising, the customer journey, conversion optimisation, reporting, product feeds and international markets. I connect platform decisions with acquisition and retention priorities, coordinating specialist support where needed.
Read the peak-trading case study →Are you open to consulting?
If you’re looking for an ecommerce consultant in Australia, get in touch with the business challenge and scope. My background covers ecommerce strategy, Shopify trading, acquisition and retention. My primary focus is an in-house leadership role; any consulting conversation would depend on fit and availability.
Discuss a role or ecommerce brief →Let’s talk about your team.
Hiring an ecommerce leader
in Australia?
I’m interested in Head of Ecommerce, Head of Growth and Ecommerce Trading Manager opportunities with Australian consumer brands. Based on the Gold Coast, I’m particularly interested in roles across Brisbane and Byron Bay, and I’m open to the right opportunity elsewhere in Australia.
Discuss an ecommerce leadership roleTell me about the business, the role and the commercial challenge.