What 20 Years in E-Commerce Taught This VP of Marketing

In this episode of E-Coffee with Experts, host Austin Willman sits down with Juliana De Angulo, VP of E-commerce & Digital Marketing at BAJÍO Sunglasses, to explore what it really takes to build a loyal customer base in today’s rapidly shifting digital landscape.

Juliana brings over 20 years of marketing experience and has been instrumental in growing Bahio’s online channel from a basic wholesale catalog to its primary revenue driver. In this conversation, she shares the frameworks she uses to think about customer segmentation, retention, and full-funnel performance marketing, and why her guiding rule has always been to fix the foundation before scaling spend.

The conversation also dives into how Bahio is preparing for the age of agentic commerce and AI-powered shopping. Juliana breaks down why brands need to shift from keyword-first thinking to context-first content strategy, and why being the best source of information in your niche matters more than ever as AI systems reshape how customers discover and buy products.

Austin and Juliana also discuss the brand’s unique approach to authenticity, including a pro program that prioritizes real-world advocates over follower counts, and what it means to keep humans at the center of an increasingly automated marketing environment.

Whether you run an e-commerce store, manage digital marketing for a brand, or are navigating how to allocate budget in the AI era, this episode is packed with practical insight and perspective from someone doing the work every day.