Shopify and ecommerce
I build Shopify stores that sell and that your team can run on its own: storefront, themes, and apps shaped around the business.
Professional profile
Jossue Alcalá
Chief Ecommerce Manager · WU Nutrition / Come Verde
Ecommerce specialist with more than eight years of experience across growth, paid media, SEO, and digital optimization. I work between business and delivery to design Shopify experiences, connect measurement, and turn commercial priorities into operable solutions.
01 / Brands
Experience across technology, retail, health, and consumer brands.
02 / Professional impact
Results in real commercial contexts.
+8 years
Professional experience
Growth, paid media, SEO, and digital optimization.
+21% MX · +35% PE
HP Inc. · sales / quarter
Commercial and demand strategies for key retailers.
+4% MX · +6% PE
HP Inc. · market share
Impact in Mexico during 2024 and across the HP Peru period.
+22%
Farmalisto · paid conversion
Awareness and positioning across CPC platforms.
>$1M MXN/mo
Farmalisto · media budget
SEO and paid media strategies at that scale.
3.6 s CrUX
LCV · mobile LCP (field)
Experience and performance analysis for La Carnicería Virtual.
03 / Experience
A career across business, growth, and product.
Chief Ecommerce Manager
- I coordinate and build the ecommerce and digital growth operation of WU Nutrition (Shopify DTC) and Come Verde (CPG retail + marketplaces).
- I connect storefront, CRO, paid media, CRM, analytics, and operational documentation into one decision system.
- I implement Shopify components (PDP/PLP, landings, cart drawer, sticky ATC, trust) and a conversational product connected to Shopify commerce data.
- I run Growth OS and an enterprise AI layer: scorecards, paid-media optimization, Claude brand strategy, MCPs, and human approval.
- I coordinate online commercial strategies and monitor CPG KPIs (brand building, activations, velocity) and DTC metrics.
- I document technical and operational processes for maintenance, continuity, and team scalability.
Founder / Shopify Product Builder
- Concept and development of conversion-oriented digital products for Shopify merchants.
- CRO apps: Prometeo (Top Bar) and Hermes (Sticky Add to Cart) with Theme App Extensions, embedded admin, and compliance.
- Bloqio Builder: AI website builder (Blob), JSON schema, blocks, guided review, and publish-ready flow.
- Stack with Shopify CLI, React/TypeScript, GitHub, Railway, and Cloudflare.
Digital Project Coordinator
- Led digital marketing strategy, commercial web development, and branding for 8 brands.
- Diversified acquisition channels through data analysis, trends, and growth opportunities.
- Designed and implemented multichannel paid media and SEO strategies to capture qualified leads.
Digital Sales Account Manager
- Designed commercial and demand strategies for key retailers in Mexico and Peru (+21% sales/Q MX, +35% PE).
- Market-share impact: +4% HP Mexico (2024) and +6% HP Peru.
- Drove the online channel and coordinated omnichannel campaigns in key seasons.
- Managed segmented digital media buying to support commercial goals.
Senior Paid Media
- Led digital awareness and positioning with +22% conversion via CPC media.
- Managed multichannel acquisition campaigns.
- Combined SEO and paid media with budgets above $1M MXN/month.
Additional experience
- SEM Strategist — Estrasol (Mar 2019 – Oct 2020).
- Brand Manager — Grupo Megamex (Jan 2017 – Mar 2019).
04 / Capabilities
Strategic direction with technical capability.
UX/CX and CRO
I find where sales leak and redesign the experience so more visits become purchases. Driven by evidence, not opinions.
AI operating systems
I put AI to real work: copilots and agents with your data, your permissions, and human control, wired into daily operations.
Web development
I build the whole product, from idea to deploy: front, back, integrations, and APIs that hold up in the real business.
Web development
Storefronts, product, and web development.
- Shopify
- React
- TypeScript
- Node.js
- Vite
- Zustand
- Zod
- Astro
- Playwright
- GitHub
Applied AI
Agents, copilots, and guarded assisted development.
- Cursor
- OpenAI
- Claude
- Gemini
Paid media
Acquisition, measurement, and campaign optimization.
- Google Ads
- Meta Ads
- Semrush
- Google Analytics 4
APIs and infrastructure
Data, deployment, measurement, and business-connected backends.
- Cloudflare
- Railway
- Prisma
- PostgreSQL
- Google Tag Manager
05 / Skills
Stack and skills applied to the business.
Platforms and technical
- Shopify, Liquid, theme customization, Theme App Extensions, App Embeds, Shopify CLI, Polaris, App Bridge
- CRO, e-commerce growth, commerce UX, PDP/PLP, search, trust, cart drawers, sticky ATC, landing systems
- HTML, CSS, JavaScript/TypeScript, React, Node, Prisma, PostgreSQL, GitHub, Railway, Cloudflare
- Performance marketing, paid media, SEO, GA4, GTM, Search Console, SEMrush, Screaming Frog, Looker Studio, Odoo, Klaviyo
- AI-assisted full-stack programming: Claude Code, Codex, Cursor, ChatGPT; AHP, handoffs, QA, and operational documentation
- Business automations: Growth OS, MCPs, dashboards/scorecards, paid-media audits, brand-strategy layer with guardrails and human approval
Applied AI
- Product AI: assistants with typed actions, server-side validation, rate limits, fallback, and revert (Blob in Bloqio Builder; Daniela at WU).
- Agent-assisted development with context → scope → plan → execution → build/tests → handoff → documentation.
- AI Operating Systems: Prompt Engineering OS v1.0.0 (15 Jul 2026), AHP, multiplatform adapters.
- Enterprise AI: copilot over Odoo/Shopify/GA4/ads/Klaviyo sources, visible discrepancies, no automatic actions without approval.
- Assisted commercial analysis: Meta audits, creative inventory, recovery plans, scorecards, and executive synthesis.
06 / Education
- B.A. in Marketing — Universidad de Guadalajara | 2013 – 2018
- Specialized High School Diploma in Systems and Networks — COBAEJ | 2009 – 2012
- AI Prompting Fundamentals, Search Engine Advertising, Google Analytics and Tag Manager — Google Academy | 2025
- Ethical Commercial Practices and Product-Price Strategy Development — HP Education Services | 2023
07 / Languages and links
- Native Spanish
- English B1
- Bloqio profile
- Google Skillshop