Susana Velasquez

Susana Velasquez  new_releases

About

Detail

UX/UI & CRO Consultant | Founder Raro Coffee | eCommerce & SaaS Specialist
Medellín, Antioquia, Colombia

Timeline

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Job
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Education

Résumé

Jobs verified_user 0% verified
  • R
    Founder
    Raro Coffee Company
    Feb 2025 - Current (1 year 8 months)
    At Raro, I lead a sensory-first coffee and vinyl brand built to challenge the ordinary. We source Colombia’s most extraordinary coffees—typically reserved for export—and pair them with genre-defying vinyl for curious, culture-driven subscribers.

    As CEO, I oversee the entire brand ecosystem—from product development and storytelling to operations and global expansion. My focus is on creating a high-end, intentional experience that blends craftsmanship, culture, and surprise.

    What I do at Raro:
    • Curate rare, experimental coffees in partnership with Colombian producers
    • Lead brand and creative direction across digital, content, and product
    • Build and grow a DTC subscription business with a bold, artistic
  • Hook + Ladder Digital Agency
    Head of Web public Remote experience
    Hook + Ladder Digital Agency
    May 2023 - Feb 2025 (1 year 10 months)
    Manager for the UX/UI, CRO, development and email marketing. Previously, I managed the SEO team as well until it became profitable enough to become a unique department.
  • 4
    Conversion Rate Optimization Analyst public Remote experience
    4080 Marketing
    Jan 2022 - May 2023 (1 year 5 months)
    - Team Leader
    - CRO coach
    - CRO brief creation based on collected data
    - User research
    - QA responsible
    - Management of client's incremental revenue
    - Guide technical setup team to solve issues
    - Manage and develop design team
    Research, audit, planning and testing ecommerce sites using heat maps, A/B testing tools, upselling apps and Shopify apps.
  • Independent Consultant
    UX/UI designer public Remote experience
    Independent Consultant
    Dec 2020 - Current (5 years 10 months)
    - Web design using Atomic Design as the main methodology
    - Design focusing on UX best practices for different interfaces
    - Constant communication with marketing agencies (main clients)
    Research and UI design for web projects with different agencies in Colombia with US clients
  • Endrock Growth & Analytics
    Account Manager public Remote experience
    Endrock Growth & Analytics
    Nov 2019 - Nov 2020 (1 year 1 month)
    - Planning, execution and control of UI design, email marketing and front-end development projects (specialized in Shopify, through agile methodologies).
    - Constant communication with the client and the team.
    - Leadership of the Account Management team
    - QA of email campaigns, design and development.
    Endrock is a Growth Marketing agency, specialized in eCommerce, for companies at the US working with a remote team in Colombia.
  • MTD
    Digital Strategist
    MTD
    Feb 2018 - Nov 2019 (1 year 10 months)
    - Definition of digital marketing strategies, overview digital advertising campaigns (ads), email marketing and web optimization.
    - Planning and management of digital marketing projects, from brand design to web design.
    - Communication with the customer.
    - Strategic planning of brand design and web design projects
    - Control of communication with the client and the UI and brand design team
    - Research of design trends and brand positioning strategies
    MTD is a marketing agency in Colombia specialized in branding for small and medium-sized companies from Latin America.
Education verified_user 0% verified
  • CXL Institute
    Copywriting and product messaging public Remote experience
    CXL Institute
    Jan 2022 - Current (4 years 9 months)
    Credential ID 45646660
  • Universidad Eafit
    Marketing Professional, Specialized in Digital Marketing
    Universidad Eafit
    Jan 2014 - Jun 2018 (4 years 6 months)