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. Outside of work, my free time goes to home automation projects and keeping up with my two dogs.
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 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.