Rigo Hernández
Digital Operations Manager
I lead digital operations for a growing outdoor e-commerce retailer, overseeing paid search, SEO, lifecycle email, vendor partnerships, and the team behind it.
I started as a web developer, and it still shapes how I work; I break down messy operational problems and build real solutions instead of handing them off. Most of my time now goes to AI and automation — an LLM assistant on our product pages, and APIs wired together so fewer things need a human in the loop.
Storefront Engineering & Platform Overhaul (2020–2023): Rebuilt the e-commerce infrastructure on WooCommerce from the ground up, implementing custom interactive features (AJAX add-to-cart, mini-cart UI, wishlist) and establishing an SEO-optimized catalog architecture.
Paid Search & Channel In-Sourcing: Took over full e-commerce operations in 2023, transitioning paid search in-house after years of agency underperformance. Re-architected advertising strategy by consolidating 13 fragmented campaigns down to 5 streamlined structures, recapturing $22K in annual agency fees for media spend, and scaling ROAS from 1.36x to 5.50x at one-third of the operational cost.
Lifecycle & Retention Marketing: Designed and automated end-to-end Klaviyo email flows and executed targeted SEO initiatives to capture lost cart revenue and drive customer lifetime value.
Operational Strategy & Logistics: Negotiated exclusive UPS terms and secured a strategic 3PL partnership with Priority1, drastically lowering freight overhead and quote turnaround times. Standardized customer trust metrics by integrating Shopper Approved third-party review collection.
Catalog & AI Innovation: Expanded product catalog by onboarding 18+ new brands and spearheaded the development of "Ask AI"—a site-integrated LLM agent trained on technical product manuals and documentation to answer complex customer queries directly on product pages.
TOTAL COST = AD SPEND + AGENCY FEES. COMPILED FROM GOOGLE ADS CAMPAIGN EXPORTS, FULL CALENDAR YEARS, ACTIVE CAMPAIGNS ONLY.