Daniela Jurado, Executive VP, North America, at VTEX, has defied expectations and shattered glass ceilings to become a global leader in the male-dominated tech industry.
Leveraging her passion for technology and a strategic vision for the future of digital commerce, Daniela has been instrumental in transforming VTEX into a recognized e-commerce leader. From her early days managing operations across EMEA and Latin America to leading VTEX’s expansion in North America, she has proven that success is not limited by age, gender, or geography—emerging as one of the most influential leaders to watch in 2025.
Leading with Purpose
After earning a degree in International Affairs, Jurado began her career in various business roles in the technology sector, focusing on software companies. In 2015, she joined VTEX as Partner Program Leader for Latin America—marking the start of a series of pivotal challenges and accomplishments.
Throughout her time at VTEX, Daniela took on key roles that tested her adaptability and leadership. She successfully launched the company’s Italian operations from scratch and later became General Manager for EMEA, overseeing 70 people across seven countries. These experiences showcased her ability to drive growth and manage complex, multi-regional teams.
A defining moment in her career was becoming a mother while stepping into a new role at VTEX—an experience she describes as one of her greatest personal and professional milestones. Her promotion to Country Manager of Italy and her involvement in securing VTEX’s biggest deals in 2021, 2022, and 2024 also stand out as major achievements.
Breaking Barriers and Redefining Leadership
One of Jurado’s greatest challenges—and proudest achievements—has been proving that age and gender do not define knowledge or capability. As a Latin woman leading a Brazilian company’s expansion in Italy, she often faced skepticism.
“In Europe, people don’t expect to buy software from a company born in Rio de Janeiro,” Daniela explains. It wasn’t uncommon for her to be the youngest person – and the only woman – in meetings about e-commerce and technology. Despite the obstacles, she stood her ground and raised her voice when necessary to ensure her ideas were heard.
Over time, her insights and expertise earned the respect of her peers. “Once people saw what I had to say, I didn’t need to raise my voice anymore,” she reflects. Daniela’s journey is a testament to her determination to break barriers and lead with confidence, challenging outdated perceptions in the tech industry.
Learning from Setbacks
Daniela firmly believes that success is built on a foundation of failure. “There’s no way to succeed without failing before,” she says. Her career has been shaped by setbacks that taught her valuable lessons and prepared her for future challenges.
Reflecting on her journey, Daniela recalls losing several deals and facing rejection from top candidates before she could secure key partnerships and build a strong team. “The only way I managed to close many good deals in different regions was by losing many good ones,” she explains.
Two particular setbacks stand out for Daniela: the churn of a major customer just months after closing the contract, and the loss of a key team member who was integral to a critical project. These experiences pushed her to develop strategies to better prepare for unexpected challenges.
“One of the rituals I adopted was writing a ‘post-mortem’ or what I now call, a debrief, after facing tough situations,” Daniela shares. Writing down her reflections helps her visualize gaps, identify areas for improvement, and create preventive measures for the future.
The Value of Growth and Mentorship
As Jurado’s career progressed, she discovered an often-overlooked reality of leadership: “The more you grow, the more lonely you become.” While this is a natural part of the journey, it also meant navigating her path with limited mentorship.
Despite this, Daniela credits Mariano Gomide, Co-founder of VTEX, as a significant influence in both her professional and personal life. His guidance has been crucial in shaping her leadership style and helping her overcome challenges and achieve success in her career.
Core Leadership Values
“There are many things we can’t control—like the economy, politics, or war. Being able to stay positive and optimistic, no matter what happens, is fundamental in today’s world,” Daniela reflects, noting that resilience is one of her top leadership principles. She also emphasizes the importance of discipline and focus. She believes that leaders must inspire their teams through their actions, not just their words. “People need to feel motivated to do their best because they see it in their leaders,” she says.
Adaptability is another key trait of Daniela’s leadership, as she recognizes its role in helping companies thrive in ever-changing environments. “Flexibility is what has allowed many companies to succeed, while others, like Blackberry, failed due to their lack of it.”
According to Daniela, being “human first” creates a more compassionate and effective leadership approach. “Understanding that life sometimes challenges us with unexpected things is crucial. Separating professional life from personal life is just a nice utopia some people make up.”
Live Technologies and AI at the Forefront of Commerce
One of the most impactful trends reshaping the business world is the rise of live technologies that bring customers closer to brands. Daniela is particularly excited about innovations like live shopping, which has proven to be a powerful tool for increasing conversion rates at a low cost. Another trend she highlights is concierge commerce, with tools like personal shopping, where customers can connect with sales associates via live calls to receive personalized assistance and even place orders in real-time.
VTEX is ahead of the curve in helping businesses leverage these tools, positioning itself as a leader in connected commerce. “VTEX is more prepared than most other vendors in this space,” Daniela notes. The company has invested significantly in technologies that bring together various revenue channels, including live shopping, concierge services, and telesales, making it the ideal platform for businesses to thrive in the evolving digital landscape.
Artificial Intelligence (AI) is also a major trend in digital commerce. To help their clients make the most of this emerging technology, VTEX offers AI-powered features in areas like search, returns, and order management systems. Daniela believes this integration of AI differentiates VTEX from competitors, keeping the company at the forefront of next-generation commerce solutions.
Seamless Experiences and Data-Driven Decisions
As businesses adapt to evolving customer expectations, Daniela sees a stronger focus on omnichannel digital commerce transformations because of the potential to create seamless experiences. She envisions a future where brands and retailers leverage technology to connect with customers in innovative ways.
“Imagine a brand inviting customers to an exclusive live online event, where they can chat with representatives and make purchases as they watch,” she says. For larger retailers, the possibilities expand even further, with omnichannel services that enable customers to shop local store inventories, add products from distribution centers, and have their orders delivered the next day. The key, according to Daniela, is meeting the customer where they are—no matter the business size or technological complexity.
Alongside customer experience improvements, retailers are increasingly adopting solutions that provide better access to the data needed for informed decision-making. Technologies that centralize inventory, customer loyalty, and sales data are helping businesses streamline operations, reduce costs, and drive revenue. “This is allowing businesses to operate more efficiently and gain greater visibility into their operations,” Daniela explains. The future of commerce, she believes, lies in using data and technology to deliver value both to businesses and their customers.
VTEX’s Approach to Innovation and Success
VTEX is redefining the e-commerce space by disrupting the status quo. Recently named a challenger in the Gartner Magic Quadrant for Digital Commerce, the company’s innovative approach to the crowded and competitive market sets it apart. While new to the North American market, VTEX brings over two decades of industry-leading experience in digital commerce, not merely responding to change but anticipating it.
“We’re not just reacting to trends; we’re shaping them,” Daniela Jurado explains. VTEX has worked with globally recognized brands such as Walmart,Stanley Black & Decker, and Colgate in some of the world’s most dynamic markets. The company has been developing scalable, fast-to-revenue solutions for brands navigating volatile markets and tight margins.
VTEX is also transforming B2B digital commerce by delivering high-level customer experiences typically associated with B2C. “We’re showing that product quality and low total cost of ownership can go hand in hand, and we’re challenging other vendors to adapt to this reality,” Daniela says. The company’s comprehensive suite of tools, from out-of-the-box features to API-first extensibility, allows retailers to reduce complexity—an essential strategy for surviving in today’s competitive environment.
“We differentiate ourselves by being the backbone of connected commerce!”
Strategic Initiatives at VTEX
VTEX is making intentional moves to enhance its offerings and solidify its leadership in the digital commerce space with several strategic initiatives.
A major highlight is the recent acquisition of Weni, a leader in customer service solutions powered by advanced AI. This acquisition has enabled VTEX to offer even more tailored solutions for global enterprise brands and retailers. “Our clients will now benefit from intuitive support options that foster deeper, more connected commerce experiences,” Daniela shares.
VTEX has also strategically invested in Synerise—one of Europe’s largest big data platforms. With its AI and big data technology solutions serving over 150 markets, Synerise has earned recognition from top names like Google, Microsoft, and the Financial Times. This partnership will integrate Synerise’s behavioral prediction models with VTEX’s commerce platform—enhancing VTEX’s AI capabilities to deliver even more powerful tools to customers.
On January 13th, 2025, VTEX is hosting VTEX CONNECT NYC, an exclusive evening event for global commerce leaders. The event will feature world champion athlete and advocate Simone Biles, who will share her insights on leadership and overcoming challenges on her journey to excellence. The event will also offer valuable insights into digital commerce for 2025 and offer networking opportunities for industry leaders to connect and collaborate.
Optimizing Commerce for the Future
As the leader of sales, marketing, and solutions engineering for VTEX North America, Daniela’s mission is closely aligned with the constantly evolving needs of the businesses VTEX serves. Looking ahead to 2025, she acknowledges the growing demand for sustainable and efficient solutions in the market. She is confident that VTEX’s technology will be pivotal in helping businesses navigate these complexities and thrive in a competitive landscape, with 2025 set to be a year of impactful decision-making and growth.
“Our customers face significant challenges, from integrating legacy systems to enhancing customer experiences, managing supply chains, and prioritizing data security,” Daniela explains. VTEX is committed to addressing these hurdles through continuous innovation; empowering brands, manufacturers, and retailers to optimize operations, boost sales, and reduce costs.
Staying Adaptable and Responsive
Adaptability and responsiveness are integral to VTEX’s strategy. The company places great emphasis on listening to the needs of e-commerce businesses to fully understand the market’s challenges, and identify where existing solutions – including its own – fall short. This feedback allows them to uncover key areas of opportunity for innovation and improvement.
When developing new solutions, VTEX follows the same process it recommends to its customers: build a solid foundation and then innovate, test, and iterate. The platform offers a robust suite of core features that reliably deliver results. However, VTEX is committed to continuously enhancing and refining its technology to continue advancing the possibilities of digital commerce.
Gartner®, an industry-leading technology research company, recently recognized this commitment to customer-driven innovation. VTEX was named the sole “Customer’s Choice” in the 2024 Gartner® Voice of the Customer for Digital Commerce report, with a near-perfect score of 4.8 out of 5.0. This accolade underscores VTEX’s dedication to delivering exceptional customer experiences.
A Lasting Legacy of Hard Work and Kindness
Daniela wants to be remembered as someone who worked hard and made a difference, not only for the company itself but for other team members. She not only works to bring change or improve her own life but also to impact others. “I would really like to be remembered as someone who helped shape the career of other team members and was an important piece in their growth,” says Daniela.

5 Key Insights from Daniela Jurado’s Leadership Journey
- Breaking Barriers: Daniela overcame gender and age biases in the tech industry, proving that success is not limited by these factors.
- Empathy-Driven Leadership: Her leadership style emphasizes resilience, adaptability, and empathy, motivating teams through both challenges and personal growth.
- Learning from Failure: Daniela believes failure is essential for success, and she uses setbacks to refine strategies and drive future achievements.
- E-Commerce Innovation: Daniela led VTEX in adopting AI, live shopping, and personalized services to stay ahead in the evolving digital commerce landscape.
- Strategic Partnerships: VTEX’s acquisitions and partnerships, like Weni and Synerise, have strengthened its position in AI and customer service.

Leadership Advice from Daniela Jurado for the Aspiring Leaders
- Take the Risk: Don’t underestimate yourself. Even if you don’t meet all the requirements or have experience with every step, take the leap and embrace challenges outside your comfort zone.
- Empower Others: Give your team the freedom to experiment, try new things, and learn from mistakes—just avoid repeating the same ones.
- Lead by Example: Be the hardest worker in the room. If you want your team to be proactive and dedicated, you need to set the example through your own actions.