Sanrio Brazil E-commerce

Context

I led strategic digital projects for Sanrio in Brazil, serving as the bridge between local operations and international teams in San Francisco, Japan, Peru, Chile, and Italy. The work involved building the brand's digital presence from scratch and expanding its reach across new channels and platforms.

The starting point was Sanrio's first Portuguese-language website, which established the brand's digital identity in the country. From that foundation, I coordinated the cross-functional team and vendors responsible for launching Hello Kitty's first e-commerce platform in Brazil, driving product decisions, commercial strategy, and user experience throughout the project.

The brand's purpose, "Small gift, big smile," was the guiding principle for every decision made with the team, ensuring the experience was delightful from the first click to product delivery.

Challenges

• Build Sanrio's digital presence in Brazil with no internal precedent in the local operation
• Align expectations across Brazilian consumers, internal departments, and the brand's international headquarters
• Define product strategy and coordinate execution with technology, logistics, marketing, and operations teams
• Ensure integration between the e-commerce platform, the Microsiga ERP, and payment gateways
• Expand the brand's presence to new platforms while maintaining identity consistency

Target Audience

• Brazilian consumers passionate about Sanrio brands, especially Hello Kitty
• Fans and influencers mobilized through the Hello Kitty Ambassador Program
• International stakeholders at headquarters in San Francisco, Japan, Peru, Chile, and Italy
• Internal departments including logistics, finance, marketing, and customer service

Methodologies and Processes

Discovery and research: user journey mapping, market research, and national and international benchmark analysis to inform product decisions.

Blueprints and service design: creating service blueprints to align the team on operational backstage and ensure fluidity between user-visible and invisible touchpoints.

Strategic planning: defining OKRs and KPIs with leadership from the project's start. OKRs included: ensuring a delightful experience, launching with logistical excellence, and achieving high visibility at launch.

Prototyping and testing: directing wireframe, prototype, and usability testing cycles with the design team, with iterative adjustments based on real user feedback.

Operational feasibility: leading picking, packing, traceability, and logistics integration studies with operations teams and vendors.

Metrics and analytics: defining performance indicators and structuring the monitoring model to support strategic decision-making.

Solutions

• Sanrio's first Portuguese-language website, built with the local team and aligned to global brand identity
• Magento platform for Hello Kitty e-commerce, developed by the technology team under product oversight
• Microsiga integration for invoicing and inventory control, implemented with IT and vendor teams
• Purchase flow and payment gateway integration designed to minimize friction and maximize delight
• Introduction of Sanrio Brazil on social media, with strategy integrated with the e-commerce
• Hello Kitty Ambassador Program, created with the marketing team to expand organic reach through fans and influencers
• "Hello Kitty and Friends" app for LG Smart TVs, developed in partnership with product and technology teams
• Contribution to the design and branding of the first Hello Kitty smartphone, in collaboration with international teams

Product Frameworks

Discovery & Research: User Journey Mapping, Service Blueprint, Competitive Analysis

Delivery: Lean Startup, MVP

Metrics: OKRs, NPS, LTV/CAC, Analytics

Stakeholders & Communication: Stakeholder Mapping, RACI Matrix

Technologies and Tools

• Magento as the e-commerce platform foundation
• Microsiga as the ERP system for logistics and invoicing integration
• Google Analytics for behavior and performance analysis
• Facebook and Twitter for brand presence and engagement
• Adobe Photoshop and Illustrator for layout and visual asset creation

Results

• First Portuguese-language Sanrio website and Hello Kitty's first e-commerce in Brazil launched successfully
• Platform operating with high stability and end-to-end integration
• User experience consistent with brand positioning, from navigation to delivery
• Average of 4,500 unique daily visitors in the first week
• High engagement and repurchase rate in the licensed products segment
• Organic reach expanded through the Ambassador Program, with fans and influencers as distribution channels
• Brand presence extended to Smart TVs and the first Hello Kitty smartphone
• Recognition from headquarters for excellence in local operations and brand value adherence