About me
It's nice to meet you!
I’m Daniella Serquen, a director of eCommerce with a passion for driving growth. Over the years, I’ve lead eCommerce DTC growth for 9+ figure corporations, including a Fortune 500 company. Over the years, I've also built and scaled eCommerce businesses from the ground up, growing them from zero to seven figures in annual sales. My journey started in college when I founded my first company, and since then, I’ve had the privilege of leading eCommerce teams at various companies, including TakeyaUSA, where I currently run the DTC eCommerce department as Senior Manager of eCommerce. There, I’ve led innovative strategies to improve user experience, conversion rates, average order value and customer retention across multiple online stores.
As a leader, I thrive on collaborating with mission-driven founders and CEOs to take their eCommerce visions to new heights. I believe that business growth is not only about data-driven strategies but also about cultivating a culture of continuous learning and personal development. I’m committed to helping teams evolve by fostering strong communication, creating empowering habits, and changing mindsets to overcome the barriers that hold us back from reaching our full potential—both professionally and personally.
I hold a degree in Film & Electronic Arts from California State University Long Beach and studied Bilingual Audiovisual Communication at the Carlos III University in Madrid, Spain. I am currently pursuing a Masters in Accounting. Born in Peru and raised in southern Spain, I now live in sunny Orange County, California, where I continue to explore new ways to innovate, connect, and inspire.
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Helped generate over $5.9MM in sales for eCommerce start-ups and digital services.
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Oversaw a total of 3MM in advertising budget for eCommerce and digital services companies.
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Led the build-out of an eCommerce company that generated 1MM in revenue in less than 1 year.
We meet many people every day, but only some leave marks, and one of them is Daniella. She is smart and handles every situation very carefully and in the right manner. In depth knowledge of evolving web technology and trends, and how to apply it to the business. She is punctual, hard-working, and has special abilities to lead an eCommerce business. I highly recommend working with Daniella to get the best out of everything.
Bipin Jain, founder @EngrossInfotech
Down to the nitty-gritty
My top 5 business lessons
What I am learning today
Lesson 1
Build a team & learn how to delegate
One of the most important lessons I have learned throughout my career is that I can't do everything on my own. I need help. I need others - and not just their time, but their gifts, skills, and creativity. The most difficult part of this process is trust.
Start by building trust in yourself and getting clear on your vision. Learn how to find and hire talent, establish clear KPIs and try out different ways to manage projects and teams. If this is not you, you can be the visionary who works alongside a manager that can provide a solid structure for your team to thrive.
From Manager to Director
Lesson 2
Know your numbers
You don't know your business if you don't know your numbers. Can I bold that? Sometimes our vision is big and our notion of time and resources becomes inaccurate. When it comes to running your business, don't guess and don't operate solely from projections.
Define how your team's time and projects are impacting costs and revenue. Look at your numbers every day, every week, every month. Or have someone who does (and who is clear on performance benchmarks) and that can report to you periodically.
From the first brand I ever built from scratch
Lesson 3
Value proposition wins
In the digital world, the power of branding, marketing, and value proposition are the catalysts for connection and relationships with your customers. Your branding is - besides your logo and colors - your message, your why, the values that you inspire in this world. Your marketing is the communication that creates a relationship between your business and your customers.
Value proposition is presenting to your customer a clear picture of how your products or services are going to impact their lives, solving their problem or need. Presenting the value rather than the features or benefits of what you are selling. It is a combination of these 3 elements that create magic. Are you focused on transactions, rather than relationships?
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From my time as a film producer
Lesson 4
Take calculated risks
Something that I learned as a producer, is to identify the true risks I am taking when I am pursuing an opportunity. If you are considering taking a risk, project the cost and lay it next to the long-term benefit (quantitative and qualitative). Generate a view of the worst-case scenario and the best-case scenario.
Understand that when taking risks, there may be unforeseen elements that you were not able to predict, and were not able to prepare for. Also, in business and in life, things take longer and cost more than what you may anticipate. Learn how to course-correct immediately on the spot, trusting the market's feedback, the numbers and your intuition
The process of building businesses is an intense journey. Highs and lows will come. My view on it - through thin and thick do your best to have fun. Fun inspires creativity, creates forward energy, and fosters gratitude for yourself and your team. Don't lose the human element of connection, both your customers and your teams are human beings who are searching for love, connection, purpose, and peace.
Bottom line:
Lesson 5
Have fun & go big!
I have learned a lot from working with Daniella for almost a year. She is skilled in business and project management and has a great eye for branding and design. She is a compassionate leader who is driven by a desire to make an impact and is committed to personal growth. I am grateful to have had the opportunity to learn from and work with her.
Camila Rodríguez, Founder @buildingbilingualbrains
Some other cool stuff I've learned
KPIs & Profitability
Led P&L, advertising budget + connected KPIs to profitability - specially handy when we sold a company for the 1st time
Teams & Leadership
Built multiple eCommerce teams from the ground up that stayed long term
Product & web launches
Led multiple product & website launches from ideation to completion
Subscription Models
Set up & managed up to 2K product subscriptions, technical issues, churn & projections
Content creation
Produced over hundreds of blogs, videos, social media content, emails, courses, liveshows, podcasts.
#1 Google Ranking Pages
Multiple pages ranking from different companies in the #1 page results in Google search leveraging content creation and SEO
Love this? Then check this out..
My mission
Why we do things matters. This is why I love building businesses. This is my story.