case study · WPP / Jüssi × Diageo · e-commerce
Black Friday, when a quarter of the year's revenue is on the line.
Leading the product team behind The Bar — Diageo's direct-to-consumer e-commerce in Brazil — through its most important month of 2021.
- Role
- Product Manager
- Agency
- Jüssi, part of WPP
- Client
- Diageo · The Bar
- Team
- Engineering, Design, SEO, Growth
01 / context
The Bar is the direct-to-consumer e-commerce of Diageo, the global leader in spirits. Every November, Black Friday promotions concentrate a huge share of the business — so there is very little room for error, and a lot of upside for getting it right.
02 / what I did
Bridged client and team
Main point of contact between Diageo and the product team, negotiating scope and keeping communication clear.
Led a multidisciplinary squad
Engineering, design, SEO and growth working toward one goal under high pressure.
Shipped fast
Over the engagement: 10 landing pages and a new feature built on a partner integration.
Kept the store running
Operated the VTEX e-commerce platform and coordinated with other vendors.
03 / results · November 2021 vs. 2020
conversion rate
revenue, year over year
04 / what I learned
High-stakes moments need resilient leadership to keep the team running.
has to be negotiated, not just accepted.
with the client must be clear at every step.
know when a fast decision is what seizes the opportunity.