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Rodolfo Huertas
ESEN
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CRO · Growth · Analytics

Turning data into real growth.

Professional with 8+ years optimizing high-scale digital channels. Specialized in CRO, advanced analytics and e-commerce team leadership, reaching E2E conversion rates above 4%.

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Rodolfo Gabriel Huertas Paiva, CRO and digital analytics specialist
Rodolfo Gabriel Huertas PaivaProduct Owner · Integratel Perú (Movistar)
+4%E2E conversion achieved
+8Years of experience
+15%Monthly WhatsApp growth
40Portals migrated to GA4

About

Data-driven decisions, from acquisition to last mile.

I have optimized end-to-end journeys in high-scale environments, coordinating Analytics, Business, UX, Development and Last-mile teams to maximize revenue per session.

My approach blends rigorous experimentation (A/B testing), CRO frameworks prioritized by business impact, and a deep read of data to turn insights into sustainable growth.

  • CRO & Experimentation
  • Advanced Analytics
  • E-commerce
  • Team Leadership

Track record

Professional experience

Current role

Integratel Perú (Movistar)

Product Owner

Jan 2026 – Present

I lead the evolution and optimization of the Online Store channel for Home, Mobile and Devices products.

  • Own the product backlog and prioritize strategic initiatives to boost automated sales, customer experience and digital channel scalability.
  • Optimize the e-commerce channel for home fiber, number portability and devices, coordinating with Analytics, Business, UX, Development and Last Mile.

Integratel Perú (Movistar)

Senior CRO Executive

May 2024 – Dec 2025

Designed and implemented the channel’s CRO framework: experiment backlog prioritized by business KPIs, hypotheses, A/B testing and impact measurement.

  • Double-digit E2E conversion growth in 2024, closing above 4%.
  • Scaled the e-commerce channel to a 100% automated operation through portfolio expansion, technical sales-flow optimization and revenue-per-session maximization.
  • Grew the WhatsApp portability acquisition channel +15% month over month, bringing CAC in line with financial targets.
  • Redesigned E2E journeys integrating digital UX and last-mile logistics across both automated and assisted channels.

Laureate Perú

Growth Hacker Analyst

Jan 2023 – Mar 2024

Lead of the Digital Analytics team at the Laureate Group Accelerator. Web + App measurement plans and A/B experiments.

  • Migrated 40 portals from GA Universal to GA4 with advanced configuration.
  • Oversaw tagging plan implementation across digital projects.

Sodimac Perú

Web Analytics Coordinator

Aug 2022 – Oct 2022

Monitored Sodimac.com traffic by channel and category, automated daily sales reporting and managed the area budget.

Ogilvy Perú

Senior Data Analyst

Feb 2022 – Jul 2022

Campaign results analysis and social listening, generating data-based insights for creative proposals.

TBWA Perú

Data Manager

Sep 2018 – Dec 2021

Led Web Analytics projects, tagging plans and Power BI dashboard automation. Conversion funnel and campaign analysis (Google Ads, Meta).

Stack

Technical skills

Analytics & BI

  • Google Analytics 4
  • Google Tag Manager
  • Power BI
  • Excel (DAX · Power Query)
  • SQL

CRO & UX

  • AB Tasty
  • VWO
  • Hotjar
  • Mouseflow
  • A/B Testing

Methodologies

  • Scrum
  • Product Management
  • Growth Framework

Languages

  • Spanish (native)
  • English (B2)

Projects

Business cases · Master’s degree

Mesa Verde website, a Peruvian ginger and turmeric exporter

WEB PROJECT · AGRICULTURAL EXPORTS

Mesa Verde · Ginger & Turmeric Exporter

Bilingual (EN/ES) website for a Peruvian exporter of dehydrated ginger, turmeric and fruit with its own processing plant in Pichanaki, Junín. Product catalog, field-to-export workflow and a contact form aimed at international buyers.

Visit website
Interactive report on logistics and customer impact

BUSINESS CASE · E-COMMERCE LOGISTICS

Logistics & Customer Impact

Analysis of 781 e-commerce orders in Spain: how declining on-time delivery and proactive communication around delays affect NPS, repeat purchase and returns. Interactive board report with month-over-month comparison.

View interactive report
Mobile collaborative board prototype

DEMO · TOOL

Collaborative board (mobile)

Functional Miro-style mobile prototype: sticky notes, task checklists, freehand drawing and gesture zoom, with multiple boards saved locally. Built to explore complex touch interactions.

Open demo
National Agenda 2026–2031 tracking dashboard

PERSONAL PROJECT · GOVERNANCE TRACKING

National Agenda 2026–2031 · Nocturne

Tracking dashboard for the presidential term: a live countdown, the seven national objectives with their proposals and fulfillment bars, a year-by-year timeline and quantified goals. Visual redesign built on the Nocturne dark design system.

View interactive dashboard

Education

Education & certifications

  1. Oct 2025 – PresentMaster in Marketing Management & Commercial StrategyPacífico Business School
  2. 2022Master in Digital Marketing, Growth Hacking & eCommerceOBS Business School · Spain
  3. 2012BSc International Business AdministrationUNMSM

Complementary training

  • Applied Generative AI: LLMs & Intelligent Automation · Smart Data (2026)
  • Advanced CRO · Mide360 (2025)
  • Growth Marketing · Colectivo23 (2025)
  • Growth Strategy · Kurios (2023)
  • Product Manager · Coderhouse (2023)
  • Web Development · Coderhouse (2023)
  • SQL Server for BI · DMC (2023)
  • Excel Dashboards · DMC (2023)
  • Data Science Fundamentals · DMC (2019)
  • Digital Transformation & Scrum · GESAP (2018)
  • Google Analytics + Ads · MOTT (2017)

Want your digital channel to sell more?

I help turn more visits into sales through CRO, experimentation and digital analytics. Let’s talk about your business.

Message me on LinkedIn