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Daniela Jurado Jabba is executive VP for North America at VTEX, a commerce platform working with brands like Colgate and Sony.
How would you describe your job to someone who doesn’t work in retail? I’m responsible for the sales and marketing organization of VTEX in North America which, in a few words, means I’m responsible for new customer acquisition and also making sure all our communication, brand awareness, and messaging efforts are aligned with our ideal customer profile. Because of this, I have a very diverse team working with me on a day-to-day basis, like technical solution engineers, sales executives, partner managers, business development managers, content creators, and others.
One thing we can’t guess about your job from your LinkedIn profile? I have a technical background, and I like to go deep on technical and architecture discussions during our sales processes. I strongly believe the sales process is not only about signing a contract, but making sure you are selling the right product to the right company. From my point of view, having these deep discussions that are not necessarily “comfortable” is a must.
What’s your favorite project you’ve worked on? From a sales perspective, I really like those projects where you are able to truly enjoy the experience with people that let you see beyond the professional sphere, but also connect with you as human beings. A couple of examples are Discogs, where I can say I became a real friend of their CTO, and Whirlpool, where I still have close friends even though we signed the project some years ago. From a marketing perspective, without any doubt, the first VTEX Connect Live in NYC is still my favorite one. Working hard to create something from scratch is one of the things I love the most, and also one of the areas where I believe I bring my extraordinary commitment. Bringing together more than 1,000 people—including the famous Magic Johnson as the event keynote—is something I won’t ever forget.
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Which emerging retail trend are you most excited about right now, and why? Definitely everything that involves live technologies that bring the customers closer to the brand and to the sales associates. Examples I’m excited about include live shopping, which we have personally seen as a powerful tool to increase conversion rate at a very low cost, and concierge or personal shopping, which can connect customers navigating in the website on a 1:1 call with sales associates that can solve questions live and even help place the order.
What’s your go-to coffee order? I hope people won’t hate me for this, but I could easily live without coffee. Yes, I know, it’s not common. And to make it worse, I’m originally from Colombia, so I’m supposed to be a coffee lover. I personally don’t like black coffee but love a cappuccino especially during cold days.
Worst piece of advice you’ve received? To not do anything and just give time to life to accommodate. Giving some context on this: I’m a mom of the most wonderful kid. Luca is four and he is autistic. When I started to think something was “wrong” with his speech and development, I was told by many people to just wait, because each child has its own time. Even if that’s true, there is nothing more real than what a mom feels. I’m very glad and proud that I ignored that advice and started as early as possible to look for ways to improve my son’s life.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? At 15? Oh my God, it’s been a while, so not I’m really sure! I would guess it was something related to technology, like an MP3 player. Today, it’s between educational toys for my little one and household items that make my life easier.