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Vol. 01 — Lifecycle Portfolio
Est. 2026 · ECOMMERCE

⟶ Lifecycle architect · ecommerce operator · systems builder · founder and entrepreneur

The Network
Beneath Growth.

Founder-minded creative operator turning customer discovery, behavior, data, and problem-solving into living systems. Where CRM, retention, product, brand, and revenue work as one ecosystem.

Enter the ecosystem⟶
Scroll · Slowly · ◦ ◦ ◦

§01 — About

Founder-minded operator.
Lifecycle architect.

I think in ecosystems, not campaigns. Every email, SMS, segment, dashboard, and WhatsApp thread is part of a living network: touchpoints in the relationship between a customer and the world a brand is building.

7y
Operator · CRM · PM · MKT · ECOMMERCE · FOUNDER
2
Startups I helped build and scale.
3
Founded · 1 closed · 1 scaled
1
Belief — systems compound

§04 — Building systems

​

Systems thinking, made tangible.

  1. Resolvvi · 2017—2020

    7th employee → Operations Manager

    Structuring a customer experience function from zero.

    Joined as the seventh hire and helped scaffold the entire customer experience area: support templates, ticket taxonomies, hiring loops and operational rituals. Turned recurring support friction into product features and educational content. Later led post-sale operations and a team of analysts.

    • Support templates
    • Ticket taxonomy
    • Hiring
    • Ops rituals
    • CX → Product loop

  2. Pandemic MVP · 2020

    Co-creator

    A new service designed and shipped in weeks.

    Co-designed a brand-new offering during the pandemic: from MVP scope to acquisition funnel and post-sale journey. The service later matured into one of the company's strongest revenue arms.

    • MVP scoping
    • Acquisition
    • Post-sale design
    • Revenue arm

  3. Sunne · 2022—2026

    Product Manager

    Product, lifecycle and the operational backoffice.

    Owned product discovery and lifecycle communication systems. Mapped customer journeys, ran continuous discovery and UX research, built operational dashboards and an internal backoffice. Led sprints, owned KPIs and coordinated cross-functional squads.

    • Continuous discovery
    • Customer journeys
    • Backoffice product
    • Operational dashboards
    • Sprint leadership
    • KPI ownership

  4. Verana · 2022—now

    Lifecycle & Ecommerce Architect

    A living ecommerce ecosystem — CRM, retention, ops.

    Architected the full ecommerce stack: lifecycle infrastructure, CRM, retention systems, paid media direction, CRO, customer research and collection planning grounded in sales history. Built internal operational software with Lovable + cloud, WhatsApp automations, cashback, close-friends programs, post-purchase systems and a content ecosystem. Participated in the rebrand.

    • CRM infrastructure
    • Retention systems
    • CRO
    • Paid media direction
    • WhatsApp automations
    • Cashback
    • Close friends
    • Post-purchase
    • Content ecosystem
    • Rebrand
    • Internal tooling

  5. Frend · 2024—now

    Creative Commerce Lead

    Storytelling-driven Shopify and a B2B pivot.

    Implemented Shopify, designed a creative commerce engine where storytelling is the sales mechanic, ran campaign systems and ecommerce CRO, and led the pivot toward B2B with productized storytelling.

    • Shopify
    • Creative commerce
    • Storytelling sales
    • Campaign systems
    • CRO
    • B2B pivot

§05 — From insight to system

Observations become infrastructure.

The same loop, applied across products, brands and teams: notice quietly, name precisely, build deliberately, measure honestly.

◦ 01 — Lifecycle automation turned into measurable revenue

Observation

Email was present in the ecommerce operation, but not yet structured as a measurable retention and revenue channel. CAC in paid midia is getting expensive.

Insight

Build automated moments that could recover intent, support the customer journey, and generate revenue without proportional manual effort. Deliver value (and offers of course) to costumers.

Action

Build automated moments that could recover intent, support the customer journey, and generate revenue without proportional manual effort. Deliver value (and offers of course) to costumers.

Result

In the last 30 days, Perfit assisted R$2,149.13 in revenue, representing 8.7% of total store revenue. The lifecycle system generated approximately 22.15x ROI.

◦ 02 — Ecommerce growth came from system-building, not one isolated tactic

Observation

Verana had a growing customer base, but ecommerce growth depended on several disconnected variables: product quality, traffic, ticket average, onsite experience, operations, and campaign execution.

Insight

Sustainable ecommerce growth would not come from one campaign alone. It required a full operating system connecting product, merchandising, paid media, CRM, conversion, and operational reliability.

Action

Built and improved the ecommerce journey end-to-end: product pages, banners, home structure, product descriptions, SEO/GEO content, paid media creative strategy, funnel tracking, checkout analysis, and biweekly CRO sprints.

Result

Revenue grew from R$121,987.79 in 2023 to R$249,466.28 in 2025, while orders increased from 350 to 607 and average order value rose from R$348.50 to R$410.38 (2026 AVO R$443,11).

◦ 03 — Customer feedback became product, content, and campaign intelligence

Observation

Customer questions, objections, reviews, interviews, and support patterns were generating valuable signals, but those signals needed to become decisions.

Insight

Customer behavior it is rich material for better products, stronger sales arguments, educational content, and more accurate campaign planning.

Action

Mapped customer patterns through interviews, support monitoring, surveys, sales history, and product performance analysis. Used those insights to improve product descriptions, campaign messaging, educational content, PDP arguments, and future collection decisions.

Result

The brand developed stronger commercial and educational content, while product decisions became more data-informed. Sales history analysis helped identify best-selling products, margin, turnover, average price, and production opportunities for the next collection cycle.

◦ 04 — Operational observations became scalable infrastructure

Observation

As Verana grew, production information was spread across people, steps, and informal processes, making it harder to maintain visibility from product ideation to delivery.

Insight

Growth would become harder if the creative and operational sides of the business did not share the same source of truth.

Action

Mapped the clothing production process, documented each stage, and developed an internal app using Lovable and Claude to control the journey from ideation to delivery to the seamstresses.

Result

Turned a manual production flow into an operational system with more visibility, better information control, and clearer accountability across each stage of the production process.

◦ 05 — Storytelling changed the commercial direction of FREND

Observation

FREND started as a Shopify-based T-shirt ecommerce, but the strongest commercial opportunity appeared when a local restaurant needed to materialize its brand story through products.

Insight

A product without a story is harder to sell. The opportunity was not just to print T-shirts, but to turn brand identity, local culture, and customer emotion into a physical product.

Action

Created a commercial campaign and capsule collection for MuvUco, a local seafood restaurant, translating its values: local fishing, seafood culture, ikejime technique, and boteco energy into 4 prints and 3 campaign videos.

Result

The project became a turning point for FREND, leading the business to pivot from direct-to-consumer T-shirt ecommerce into a B2B creative product company serving brands through uniforms, merch, and promotional products.

§06 — A simple truth

Give me a clear objective, a strong KPI, and an OKR to chase, and I will grow it like a happy shiitake mushroom inside a BoomRoom II Automated Martha Tent Mushroom Grow System.

  1. I

    Cross-channel orchestration (email, SMS, product, support) turns isolated touchpoints into a network customers can lean on. connection between PM and lifecycle - discovery, test, KPI, validate, repeat.

  2. II

    The sale turn to a relationship, guiving life to a fan base. Keep creating messages that truly resonate with your audience.

  3. III

    Paid midia is geting expensive, and a nice comunication after purchase can build relationship (and a high ROI). We delivery value and help custumers to antecipate their need and get a healthier and sustentable company (our CFO in peace)

§09 — Case study · Figma → Klaviyo

A living ecommerce ecosystem at Verana.

A complete operating system for an emerging luxury fashion brand - CRM, retention, paid media direction, CRO, content, WhatsApp, cashback, community and the internal tools that hold it together. Lifecycle, ops and brand designed as one body.

verana — welcome-email.fig
Figma · v3.2
Figma capture showing the structure of Verana's emails
Figma file · five email frames built on the same editorial grid

Flow · relationship journey

  1. 01

    Welcome

    D0 · introduction

  2. 02

    Cashback

    D2 · activation

  3. 03

    Best Sellers

    D5 · social proof

  4. 04

    New Arrivals

    D9 · desire

  5. 05

    Cart

    D14 · recovery

◦ Conversion funnel

From attention to belonging.

Paid media earns the visit, lifecycle earns the relationship, community earns the next decade.

  1. Top

    Attention

    Paid media · creators · earned culture · collabs

  2. Mid

    Consideration

    Editorial site · storytelling · onsite content · humanized content · quality-driven fashion education.

  3. Mid

    Conversion

    CRO · cashback · cart · checkout copy · free shipping · first order coupon · reviews

  4. Bottom

    Activation

    Welcome series · post-purchase · WhatsApp · SMS · new in

  5. Loop

    Retention

    Lifecycle flows · segments · close friends

  6. Loop

    Advocacy

    Community · interviews · co-creation

§10 — Collection · Frend · Changes

Changes: the dance of life.

Full creative direction of a collection for Frend: from concept to moodboard, from palette to prints, from launch strategy to musical narrative. A collection about letting weight go without losing what is yours.

Concept · manifesto

"Change. The dance of life. Running into a wall that doesn't exist. Realizing that the weight of the world out there lies in the observer, not in what is observed."

"The same intelligence that makes a tree grow drives us, in some way, through changes. In the old language, nature and the self were the same word — urihi · tekohá."

I · Final prints

FREND — The dance of life

Print · 01

FREND

The dance of life

Typography built from mushrooms, caterpillars and leaves. "to live is to change one's mind, to think".

Ouroboro — Frend Ideas Enterprises

Print · 02

Ouroboro

Frend Ideas Enterprises

Caterpillar in a cycle: Life is change · bring new · better people. Life in motion, the brand in motion.

Open your heart — The right people are open people

Print · 03

Open your heart

The right people are open people

"Change the lens and see life again". "Easy, Speedy" in the eye. A small print on the chest, a big sentence in the head.

Swift Calm — Closed minds don't open doors

Print · 04

Swift Calm

Closed minds don't open doors

Change the lens and see life again. A small print on the chest, a big sentence in the head.

Changes — Embrace the change, let the energy flow

Print · 05

Changes

Embrace the change, let the energy flow

Two bodies sitting on the grass, ripples on the water. What changes around also changes within.

Changes: Cashew — From the seed to the segment

Print · 06

Changes: Cashew

From the seed to the segment

Cashew as a metaphor for transformation: fruit, nut, flower.

II · Palette

Colors of change.

Tones drawn from living things — sun, grass, sand, night. Pantone referenced for fidelity in textile production.

Sun yellow

15-6317 TCX

Tie-dye green

14-0708 TCX

Sand beige

12-0824 TCX

Deep purple

19-1220 TCX

III · Frend spirit

Old brand letting go, new brand arriving. It hurts to leave things behind, but leaving them behind is releasing weight . The power of life shows by dificulties and stress when is time to change.

"Because life is movement, each phase a moment. I invite you to dance. Take off the layers, stay loose, play with breathing."

IV · Launch strategy

Top of funnel

Out-of-focus teasers, analog photo essay, micro-influencers receiving the plain piece with the new logo and reacting.

Mid funnel

Founders telling the story on video. Street interviews about 'change'. Behind-the-scenes of the shoot.

Bottom of funnel

Detailed unboxing, fit guide, first-purchase coupon, clear exchange/return policy.

+ musical content: a roots samba/pagode reinforcing the Brazilian soul and authenticity of the collection.

§08 — A correspondence

I & mushrooms.

"They remind me that calmness allows us to move through life with greater intelligence and compassion."

  1. I

    Nature as a teacher.

    I grew up in a constructivist school where our relationship with nature was integrated into the way we learned. We planted, cultivated, observed and waited. Sometimes an entire year passed before we could harvest something and transform it into another form, like aloe vera shampoo made from plants we had grown ourselves. I learned early to see nature not as something separate from us, but as a teacher.

  2. II

    We are not outside of it.

    I'm fascinated by the fact that in some indigenous cultures in Brazil there is no word for "nature" as something external. Humans are not separate from it. We are part of it. Over time, mushrooms became one more of those teachers in my life.

  3. III

    An opening.

    Through experiences with psilocybin, I began to understand myself more deeply and reconnect with emotions I had blocked for years. At one point my relationship with my mother was very difficult - we argued constantly, and I carried emotional patterns I didn't understand. During a psilocybin experience at my grandmother's countryside home with my wife, I felt an overwhelming sense of unconditional maternal love. That moment changed me. It opened the door to self-knowledge, and to therapy.

  4. IV

    Tools, not escapism.

    After years of therapy, meditation and intentional inner work, I see mushrooms not as escapism but as tools for awareness, presence and neuroplasticity. In 2023, after reading about microdosing, I followed an eight-week protocol of small doses twice a week. It helped me stay present and emotionally balanced through a period of intense movement and uncertainty.

  5. V

    Returning to gratitude.

    More recently I began another microdosing cycle, in a moment where I felt overwhelmed by pressure and disconnected from the good things I had already built. It helped me slow down, reconnect with gratitude and redefine what wealth truly means beyond material accumulation. I've also experimented with Lion's Mane and Cordyceps (especially Cordyceps to support physical performance and energy).

Chico, our dog, beside a stump blooming with wild mushrooms at my grandmother's house
Plate I — Chico & the mushrooms, my grandmother's countryside.
My wife greeting Chico in the garden of my grandmother's house
Plate III — My wife & Chico, my grandmother's house.
Me with Chico in the garden of my grandmother's house
Plate IV — Me & Chico, my grandmother's house.
Botanical mycelium illustration
Plate II — What they mean to me.
  • PresenceA return to this body, this room, this hour.
  • CreativityThe lifelong strength I keep coming back to - ideas, humor, imagination, made tangible.
  • ConnectionTo people, to memory, to a world that is one organism pretending to be many.
  • AwarenessCalmness, it turns out, is intelligence. It's also compassion.

§07 — Personal essay

How am I?

Portrait, soft daylight
" "

"A seeker of truth. Someone drawn to expanding consciousness, human connection, and peace through a calm mind."

I see myself as a seeker of truth. I believe life is fundamentally about learning, and that happiness is, ultimately, peace.

I was born in Fortaleza, in the northeast of Brazil, into a family of doctors. From an early age I became fascinated by entrepreneurship, by solving problems, building things from uncertainty, and discovering myself through the process of creating value for others.

I love being in nature. Surfing. Reading. Learning. Observing life closely. I believe the essence of human beings is love, and that we are collectively moving toward a more connected world.

After founding three companies - closing one, pivoting another, and scaling the third - I now bring everything I've learned into a single pursuit: becoming an international reference in ecommerce, lifecycle and relationship-driven growth.

◦ A short inventory

What I know about myself, so far.

Origin
Born in Fortaleza, northeast Brazil, into a family of doctors. I chose a different path: entrepreneurship, problem-solving, finding myself by creating value for others.
Belief
Life is fundamentally about learning. Happiness, ultimately, is peace. The essence of being human is love, and we are slowly moving toward a more connected world.
Body
I nurture it with food, movement, strength training, yoga, capoeira and surfing.
Mind
I nurture it with therapy, meditation, writing and long, unhurried time in nature.
Companionship
What I value most is sharing life with my wife . Quiet days at home, weekends at my grandmother's forest house in the countryside.
Legacy
I have recorded more than twenty hours of conversations with my grandmother. One day I want to turn them into an animated film, so my future children can know her wisdom.
Music
I play guitar and write songs as a way of translating emotion into something tangible. Seven original songs so far.
Internet
I see it as an opportunity to practice what I call immaterial generosity - sharing ideas, reflections and experiences that help people feel more conscious, connected and human.
Center
Someone interested in the intersection of systems, creativity, emotion and human connection.

§12 — Availability

Ready, on a long horizon.

I'm available for remote work starting now, and open to relocation and in-person collaboration in 2027. I'm looking for somewhere to plant for a long time.

Remote
Available now
Relocation
Open starting 2027
Collaboration
In-person/on-site possible in 2027
Languages
Portuguese · English · Spanish (working)

§06 — Contact

Good lifecycle feels alive.

Open to leadership roles in lifecycle, CRM and retention at brands building for the long horizon.

Begin a conversation⟶
© 2026 Arthur Luna · A portfolio created for North Spore