Built from zero Ready to scale
Built from zero.
Ready to scale.
A DTC health brand built from the ground up — positioning, full Shopify ecosystem, and a complete measurement stack — before a single campaign went live.
The brief: build everything.
Nutrición Especializada AT is a health and nutrition brand targeting the Spanish-speaking DTC market. The project started with nothing — no store, no tracking, no brand infrastructure, no measurement foundation.
The mandate was to build a complete, scalable DTC operation from zero: define the brand, architect the full Shopify ecosystem, and implement measurement infrastructure capable of supporting performance marketing from day one.
Most media buyers inherit a broken system and try to optimize around it. This project was the inverse — designing the system correctly before any advertising began, so that when campaigns launch, they launch on clean signal and solid infrastructure.
Four pillars. One build.
Brand & Commercial Foundation
Defined positioning, offer architecture, customer journey, and full digital experience. Commercial decisions made before any execution — so every downstream choice serves a clear business objective.
Full Shopify Ecosystem
Architected and built the complete Shopify store: storefront, blog, service pages, legal infrastructure, international markets, tax settings, domain and DNS management, payment gateway, and digital product delivery.
Custom Liquid & Integrations
Extended Shopify's native functionality through Liquid-based implementations and third-party integrations — solving requirements the platform doesn't handle out of the box and optimizing UX at a code level.
Full Tracking Architecture
Designed and implemented end-to-end measurement across Shopify Customer Events, GTM, GA4, Google Ads Conversion Tracking, and Meta event infrastructure — clean attribution as the foundation for all future paid media.
Every layer. Connected.
Most performance problems aren't campaign problems. They're infrastructure problems that were never fixed before the first ad went live.— Daniel Palacios B.
The decision to build measurement correctly from the start — rather than bolt it on after — is the same principle that drives the diagnostic work in every paid media engagement. Clean signal isn't a nice-to-have. It's the prerequisite for every optimization decision that follows.
This project demonstrates what happens when that principle is applied before any campaign launches: the brand goes live with attribution that works, data that can be trusted, and a platform built to scale — not patched to survive.
Beyond media buying.
- → Full-stack DTC thinking. The ability to operate across strategy, platform, development, and measurement — not just the ad account.
- → Measurement-first discipline. Tracking architecture designed before campaigns launch, so every future decision is made on data that can actually be trusted.
- → Cross-functional direction. Led design, content, and technical teams toward a unified commercial objective — coordinating execution without losing sight of the business outcome.
- → Builder, not just optimizer. Most paid media specialists inherit infrastructure. This demonstrates the ability to create it from scratch — and create it correctly.