More sales don’t always mean more profit.
Revenue is growing, but acquisition costs, discounts and operations are eating into your margins.
YOUR E-COMMERCE GROWTH PARTNER
Your e-commerce business doesn’t need another agency. It needs a partner for profitable growth.
Strategy, specialist execution and applied AI, working towards one goal: growing your e-commerce profits, not just your sales.
Clarity to decide. Direction to move forward.
For established online businesses ready to grow with a clear view of the whole business.
TRUST
Brands I’ve worked with.
THE STARTING POINT
Your e-commerce business is selling.
But is it reaching its growth potential?
As your business grows, so does its complexity. These are some of the obstacles that most often hold back profitable growth.
You have strong specialists, but no one connects the dots.
Your advertising agency, developers, CRM specialists and internal team are all working hard. You still end up coordinating everything.
You invest in traffic, but too few visitors become customers.
There are opportunities to improve the shopping experience, streamline checkout and make every visit count.
You acquire customers, but too few come back.
You rely too heavily on new customer acquisition and aren’t making the most of repeat purchases.
You have data, but no clear decisions.
Plenty of dashboards and metrics, but little clarity on what to change next or the impact it could have.
More marketing alone won’t solve it. You need every part of your e-commerce business working towards the same goal.
A SHARED DIRECTION
A growth partner that connects every part of your e-commerce business.
We become part of your business as your growth team. We combine strategic leadership, specialist expertise and technology to help you grow profitably.
We start with your business objectives, identify the opportunities with the greatest potential impact and bring together the resources needed to deliver them across channels.
Strategic growth leadership,
with the team and expertise to turn decisions into action.
OF YOUR BUSINESS
Four growth engines.
One shared strategy.
Each engine has its own team. All share one direction.
01Profitable acquisitionMore qualified traffic without driving up acquisition costs.
We invest where customers are profitable, rather than where clicks are cheapest. Every channel is measured by margin, not volume.
02Conversion & e-commerce experienceTurn more visits into orders.
We improve the shopping experience and test the changes with the greatest potential impact. We track conversion rate, revenue per session and average order value.
03Retention & loyaltyBring customers back and grow their lifetime value.
We connect CRM, automation and segmentation to encourage repeat purchases. We track repeat purchase rate, retention and customer lifetime value.
04Data & business intelligenceMeasure what matters and use it to make decisions.
We turn data into business decisions. We connect sales, margins and efficiency to identify what needs to change and measure its impact.
OUR NAME
Why Criterio Norte
Our name brings together two ideas that go hand in hand.
Criterio means sound judgement. It grows from data, experience and knowledge of your business, helping you understand what is happening and decide where to focus your efforts.
Norte means north: the direction you want to take. Keeping it in mind helps you choose your next step, even when the demands of everyday work take over.
That is why we are called Criterio Norte: so that every decision has a reason and a direction.
HOW WE WORK
From strategy to results.
With execution at every step.
We understand your business.
Margins, channels, data and your team, before we make any recommendations.
We set the priorities.
A roadmap prioritised by its impact on profitability.
We deliver alongside you.
Our team delivers each action, working as part of yours.
We measure and improve.
Transparent progress tracking and adjustments informed by real data.
AI BUILT INTO HOW WE WORK
Human judgement.
Greater capacity to deliver.
Our team combines experience, artificial intelligence and automation to work more efficiently and turn your business priorities into action.
Our team sets the priorities, reviews the work and leads delivery.
Judgement in actionIllustrative example
From data to decisions.
Analyse
Revenue is rising, but margins are slipping.
Prioritise
Understand contribution by product and channel.
Execute
Align acquisition, discounts and the shopping experience with profitability.
Measure
Contribution margin by product and channel, alongside net sales.
Acquisition · Conversion · Retention · Data
Our approachA PREVIEW OF WHAT YOU RECEIVE
Inside your growth roadmap.
Priorities, owners and deliverables in one shared plan.
Margin example · 90-day roadmap
| Phase | Initiative | Owner | Deliverable |
|---|---|---|---|
| Days 01–30Discovery | Map contribution by product and channel. | Growth Lead | Profitability priority map. |
| Days 31–60Delivery | Review discounts, product mix and acquisition. | Growth team | Agreed changes and progress tracking. |
| Days 61–90Learning | Review contribution margin and net sales. | Growth Lead + team | Insights and next decisions. |
Select Margin, Conversion or Retention in the example above to explore the plan. Scope, team allocation and timelines are agreed for each project.
WORKING TOGETHER
Your growth team,
embedded in your business.
We work as part of your team. We analyse your numbers, identify opportunities and take responsibility for turning decisions into action.
A Growth Lead to bring it all together.
A strategic point of contact for your leadership team, responsible for aligning priorities.
7 people ready to deliver.
A team coordinated by Joel to turn your business priorities into action.
One shared plan.
A quarterly roadmap with clear priorities and owners.
Clear visibility of progress.
Delivery, learning, progress meetings and reviews of business performance indicators.
A MORE AGILE WAY TO GROW
A complete growth team.
Without building one from scratch.
Growing an e-commerce business takes specialist expertise and someone who connects that work to business objectives. Hiring and coordinating all those capabilities in-house requires time, investment and structure. Our Growth Partner model brings you strategic leadership and specialists matched to your business needs.
TWO WAYS
TO ORGANISE
GROWTH
TO ORGANISE
GROWTH
IN-HOUSE MODEL
Build an in-house team
CRITERIONORTE
Work with our Growth Partner team
01People
Build an in-house team
Find, hire and onboard marketing, CRO, CRM, technology and data specialists.
With CriterioNorte
Access specialists in the areas your business needs, within the agreed scope.
02Leadership
Build an in-house team
Coordinate priorities and align each specialist’s work.
With CriterioNorte
Work with a Growth Lead who coordinates strategy and execution.
03Investment
Build an in-house team
Take on the structure and fixed employment costs needed to cover each function.
With CriterioNorte
Agree a monthly investment and delivery capacity aligned with the contracted scope.
04Ways of working
Build an in-house team
Build processes for planning, progress tracking and measurement.
With CriterioNorte
Start with a roadmap, regular progress reviews and shared performance indicators from the outset.
The partnership, in detail.
How we work together.
A reference framework,
tailored to your agreement.
- Strategic leadership
- A Growth Lead as your main point of contact
- Plan
- 90-day roadmap
- Delivery
- Two-week sprints
- Coordination
- Agreed progress meetings
- Measurement
- Shared KPI dashboard
- Executive review
- Monthly review of results and decisions
Make the right moves in the right order, with the right people to deliver them.
Specialist roles, team allocation and deliverables are agreed in each partnership proposal.
Book a strategy sessionIn the first few weeks, we understand your situation, prioritise opportunities and launch the most relevant initiatives. We commit to a clear working process; we don’t promise a specific sales increase within 30 days.
PEOPLE, JUDGEMENT AND EXPERIENCE
I set the direction.
Joel MartínezGrowth & CRO LeadAI applied to marketing and business
I’m Joel Martínez, a specialist in digital growth, CRO and AI applied to marketing and business. I’ve spent more than ten years working in digital growth, connecting data, experimentation and technology with business priorities.
I’ve led Growth, CRO and analytics initiatives across e-commerce and digital products, working with marketing, product and technology teams. My work connects business analysis, opportunity prioritisation and execution.
THE TEAM BEHIND CRITERIONORTE
7people ready
to deliver.
Behind me is a team of 7 people ready to tackle the challenges you bring us. We combine our experience with AI and automation to expand the team’s capacity to deliver. I connect strategy with business objectives and coordinate the work, with clear priorities, defined responsibilities and shared progress tracking.
JOEL’S PROFESSIONAL EXPERIENCE
- Tutete
- Head of Growth & AI Strategy
- Product Hackers
- Growth Manager & CRO Specialist
- Deporvillage
- Senior Business Analyst
- Ametller Origen
- Growth & CRO Manager
- Decathlon
- Analytics, CRO and digital project management
Joel’s professional experience and the roles held at each organisation.
OUR TEAM’S EXPERTISE
From acquisition to operations.
Paid Media & affiliate marketing
Campaigns across Google Ads, Meta, TikTok, Pinterest and Microsoft, alongside affiliate marketing and other digital advertising channels.
E-commerce development
Developers specialising in Shopify and other e-commerce platforms.
CRM & automation
Specialists in Klaviyo, Conectif and other CRM platforms.
Full stack development
Data visualisation, databases and digital product development.
Graphic design
Design of creative assets and visual materials to support business initiatives.
Data & web analytics
Analysis of data and on-site behaviour to support business decisions.
SEO and GEO
Optimisation of organic visibility in search engines and generative AI engines.
Marketplace management
Management of your commercial presence and sales activity on marketplaces.
Operations & logistics
A specialist who connects growth priorities with business operations.
THE RIGHT FIT
For e-commerce businesses ready to grow with purpose.
We work best with established online businesses that have growth ambitions and are ready to bring strategy, data and execution together.
- Established online sales
- An engaged leadership team
- Capacity to invest
- Willingness to share relevant data
- Ability to implement improvements
Standalone campaigns and social media management sit outside the focus of this model. We assess specialist projects on a case-by-case basis.
BEFORE WE START
Questions before we get started.
Are you an agency or an external growth leadership team?
We act as your growth partner. Joel leads the strategy and coordinates a team of 7 people ready to deliver the agreed initiatives. We can complement your existing team or take on strategic functions you don’t currently have in place.
Do you need to replace my current providers?
Not necessarily. We first assess what already works and look at how to coordinate or strengthen the resources you have.
Do you only work with Shopify?
No. Our team includes developers specialising in Shopify and other e-commerce platforms, as well as CRM specialists with experience in Klaviyo, Conectif and other tools. In our first conversation, we review your technology and project needs to define the scope.
How do you measure results?
We agree business performance indicators covering sales, profitability, acquisition, conversion and retention, then review progress in context.
How much does it cost to work with you?
It depends on your starting point, priorities and the delivery capacity required. Once we understand the project, we define the scope and provide a clear partnership proposal.
EXPERTISE AND RESOURCES
AI and automation to move your ecommerce forward.
Consulting and execution for ecommerce businesses in Spain. Explore how we connect growth, technology and data.
THE NEXT STEP
Let’s explore your e-commerce growth opportunities.
Tell us where your business stands and what you want to improve. Together, we’ll assess how we can help and where to start.
An initial conversation to understand your situation and assess whether working together makes sense.
One shared goal.
Profitable growth.