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Case study · Wellness

CVital, from zero to +80% eCommerce

Wellness products distributor and retailer Medellín, Colombia DTC · Marketplace · Retail
CVital lifestyle photo

My roles

Jun 2018Digital Marketing Manager
Mar 2020Business Manager
Jun 2021Head of Marketing

Led a team of up to 10 staff and contractors · owned budgets, campaigns, pricing and product marketing · reported to stakeholders

Key result
+80% eCommerce sales in one year
Audience

B2C: patients managing venous conditions, older adults seeking circulation support, and young adults interested in preventive care.

B2B: hospitals and clinics, medical supply companies, sports teams, and apparel and sports brands.

Tools
PhotoshopIllustratorFigmaShopifyAffinity DesignerAffinity PhotoCanvaMercadoLibreMercado PagoFalabellaMeta Business SuiteInstagramFacebookWhatsAppGoogle AdsGoogle AnalyticsGoogle TrendsGoogle WorkspaceHotjarTrelloMondayClickUp
01

The challenge

CVital sold wellness and compression products in Colombia with almost no digital presence, at a time when few brands in the category sold online at all.

02

The strategy

Build the brand's own digital channels and marketplace presence, make search and customer reviews the engine of credibility, and grow distribution beyond Colombia.

03

The execution

  • Built the eCommerce site, social channels and MercadoLibre store from scratch.
  • Directed design, SEO and SEM contractors, reaching first-place search rankings.
  • During the 2020 quarantine, moved 80% of operations online (eCommerce, MercadoLibre, WhatsApp and Rappi) with nationwide delivery.
  • Created brand guidelines aligned with the company's 5-year vision, plus annual product catalogs.
  • Launched Athlon Compression Stockings across the Americas.
  • Negotiated the company's first U.S. distribution deal.

The results

+80%eCommerce sales in one year (Jun 2021 – Jun 2022)
+120%digital brand awareness in the same year
+60%revenue from the first U.S. distribution deal
+50%sales growth, 2019–2022
2×revenue through the 2020 move online
3retail points of sale in Bogotá and Medellín

The work

CVital eCommerce site CVital brand guidelines CVital social media CVital flyer