Natural Heaven brand mark, tinted to the portfolio palette. Source: the brand's public site (2026). Trademark belongs to its owner.
A shopper in the United States compares a hearts-of-palm product with five others on one screen and picks the Ecuadorian one — because its title, image and claims made the case in seconds. That is the marketplace work I did for Natural Heaven on Amazon, inside its U.S. marketing plan.
Natural Heaven brand mark, tinted to the portfolio palette. Source: the brand's public site (2026). Trademark belongs to its owner.
On a marketplace the traffic is not yours, the ranking is an algorithm and the reviews are not under your control. What you own is the listing — the title, the images, the attributes, the claims — and the reason a shopper picks you out of a grid of near-identical competitors.
Not what it could say — what it can defend in a title and five bullet points, consistent with the brand definition written for the U.S. market.
The competing listings the shopper is actually comparing against, read one by one, so the brand argues where the comparison happens.
A listing without demand is a shelf without a store. The marketplace presence sat inside the U.S. marketing plan and the portfolio plan with the exporter.
Taking a commodity out of Ecuador and giving it a reason to be chosen eight countries away is a brand problem before it is a logistics problem. On a marketplace, that reason has to survive being reduced to an image, a title and a handful of bullets — which is the most honest test a positioning can be given.
Natural Heaven's Amazon presence, and the listing discipline that came out of it, applied to consultancy clients.
Support to Pronaca's own e-commerce, and Shopify as the working platform for clients who need a store rather than a listing.
Deciding for each client which of the two jobs they are actually in before building anything.
Claims you can defend, checked against the products beside you.
Demand generated around the listing, from a brand definition built for that market.
Decide whether you are owner or guest before building anything.