This portfolio is built like a Larroudé shoe — one shared base, a different upper on every section.
§01 · The Invitation
Upper No. 01 · Ari
The Invisible Aura of Fast, Beautiful Product.
Growth Product Management for premium digital journeys — now pointed at footwear.
+ Concierge note
Arthur Luna. Growth Product Manager and founder-operator. I build premium ecommerce, lifecycle and product systems for brands that want to grow fast without spending the value they've built.
Built on the same base — like the shoe
§02 · The Architect
Upper No. 02 · Blair
A founder-operator who reads the whole journey, not only the funnel.
Three companies founded. One closed, one pivoted, one scaled. 4+ years inside premium ecommerce building a luxury brand, plus 3.5 years leading a product squad as PM. I bring software product discipline into commerce: discovery, hypotheses, shipping, measurement.
◦ Capabilities
- 02
Growth Product
Discovery, hypothesis, prioritization, shipping. Outcomes over output.
- 03
CRO & Funnel
Reading behavior, removing friction, sharpening the path to purchase.
- 04
Lifecycle & Retention
Email, WhatsApp, SMS and clienteling as relationship infrastructure.
- 05
Data-Informed
GA4, Microsoft Clarity, Metabase, Looker. Numbers confirm intuition, not replace it.
- 06
Founder Execution
The instinct to ship, the patience to refine.
Built on the same base — like the shoe
§03 · Hero Case · Verana
Upper No. 03 · Dolly
Premium brand growth, with luxury sensitivity.
Co-founder, ecommerce and lifecycle lead at Verana, a premium Brazilian fashion brand. The brief: grow revenue and conversion without spending the brand's perceived value to do it.
Revenue 2023 → 2025
121.9k →R$ 0.0k
Orders 2023 → 2025
350 →0
AOV 2023 → 2025
348.50 →R$ 0.00
Mobile conversion
0.45% →0.00+40%
◦ What was built
Brand Elevation
Rebranding treated as a slow rise in perceived value; visual, fabric, retail and digital tone aligned around one idea.
Desire Creation
Campaigns built as emotional arcs. Discount used last, not first.
Mobile PDP CRO
93% mobile traffic. Diagnosed friction with GA4 funnels + Clarity recordings; reworked the above-the-fold (price/size/CTA reachable, sticky add-to-cart, clearer button), added trust/reviews. Designed a full A/B experiment card (hypothesis, ICE backlog, Bayesian decision rule, sample sizing) and shipped the winning variant directly given low traffic.
Lifecycle
Capture → nurture → first purchase → post-purchase → repurchase → community, across email/SMS/WhatsApp + Instagram close friends.
Data-Informed Merchandising
Behavior, sell-through and customer interviews inform what we launch, when, and to whom.
Built on the same base — like the shoe
§04 · Sunne
Upper No. 04 · Stella
Building operational infrastructure for complex journeys.
Product Manager at Sunne, a B2B/B2C SaaS in renewable energy. Not only shipping features — building the infrastructure behind a complex operation.
◦ The work, named
Product Leadership
Led a squad of 5 developers + 2 UX designers; discovery, backlog, delivery, business outcomes.
Delivery Discipline
Raised sprint completion from 27% to 78% via task estimation, deeper pre-sprint discussion, and a structured bug-triage process.
Friction Removed
Shipped a financial reporting flow that replaced spreadsheets/email, saved 60+ hours/month, and cut the money-availability timeline by ~one week.
Back-Office Infrastructure
Built a new internal system from discovery to launch, centralizing data scattered across Drive, HubSpot, MongoDB and Slack.
Data Into Action
Metabase and Looker Studio dashboards turned raw data into action queues, not just reports.
Voice Of Customer
Tickets, NPS, research and Clarity signals turned into product hypotheses and communication journeys.
Built on the same base — like the shoe
§05 · Storytelling as Experience Design
Upper No. 05 · Jenn Lucite
Product without story does not sell easily.
Full creative direction of a collection for FREND, and a storytelling-led campaign for Muvuco that pivoted the business from DTC into B2B creative products — 4 prints and 3 films built around one idea.
Print · 01
FREND
Typography composed from living things. To live is to change one's mind.
Print · 02
Changes
Two bodies, ripples on water. What changes around also changes within.
Print · 03
Ouroboro
Caterpillar in a cycle. Life is change — bring new, better people.
Print · 04
Open Your Heart
Two anatomical hearts forming the brand name. Two sides of one organ.
Print · 05
Changes — Cashew
Cashew as metaphor for transformation: fruit, nut, flower. One plant, many lives.
Print · 06
Calma Veloz
Change the lens and see life again. Closed minds don't open doors.
Built on the same base — like the shoe
§06 · Why Larroudé
Upper No. 06 · Noir + Magenta
I didn't apply to a shoe brand. I applied to a way of building.
Larroudé has a story I connected with immediately. Founded in 2020 by Marina Larroudé — a fashion director who left Barneys New York — and Ricardo Larroudé, it grew into a brand that feels both whimsical and timeless, all built on one comfort base: the Larroudé cloud.
Vertical Craft
They chose to keep production close and in their control. Quality and speed stop being a trade-off and become a system.
Data-Led Drops
New products launch fast, and data is used to read real demand instead of guessing it. That is product thinking applied to fashion.
Leaders Who Execute
Like me, the founders built the early experience with their own hands — including the ecommerce. I respect operators who ship.
Ethics As Strategy
Using pre-order to reduce waste, and discounts placed strategically to win new customers, turns responsibility into growth.
"I love fast environments and the startup way to grow — using data, moving quickly to test and validate, and surfing new opportunities. I come from premium D2C fashion: the conversion mechanics, PDP behavior, AOV levers, and community-building translate directly to footwear. Same game, different product — and I'm hungry to play it at a higher level with you."
Premium D2C fashion → footwear D2C. Same customer psychology, same conversion levers, same community.
Built on the same base — like the shoe
§07 · How Am I
Upper No. 07 · Verona
What I know about myself, so far.
I was born in Fortaleza, in the northeast of Brazil, into a family of doctors. I chose a different path: entrepreneurship, problem solving, finding myself by creating value for others.
I love being in nature. Surfing. Reading. Learning. Observing life closely. I nurture my body with food, movement, strength training, yoga, capoeira and surfing.
After founding three companies, closing one, pivoting another, and scaling the third, I now bring everything I have learned into a single pursuit — becoming an international reference in ecommerce, lifecycle and relationship-driven growth.
◦ A Short Inventory
- OriginBorn in Fortaleza, northeast of Brazil. I chose entrepreneurship over the expected path.
- BeliefLife is fundamentally about learning. Happiness, in the end, is peace.
- BodyI nurture it with food, movement, strength training, yoga, capoeira and surfing.
- LegacyI have recorded more than twenty hours of conversations with my grandmother. One day I want to turn them into an animated film.
- MusicI play guitar and write songs as a way of translating emotion into something tangible. Seven original songs so far.
- CenterSomeone interested in the intersection of systems, creativity, emotion and human connection.
Built on the same base — like the shoe
§08 · Get in Touch
Upper No. 08 · Ari
Let's build premium digital journeys — and product.
I'm ready to help evolve Larroudé's customer journey across BR + US: navigation, PDP, cart, checkout and post-purchase. Remote, aligned to U.S. timezones. Open to in-person / hybrid in 2027.
Quiet confidence, slow attention, fast execution.
Get in touch →Built on the same base — like the shoe