Ana Estrela
Product, design and marketing leadership
Open to product and design leadership roles, remote or hybrid.
I’m Ana. I lead product and design at Swell, an API-first commerce platform, where I’ve spent the last seven years going from product designer to Chief Design Officer.
Most of my work sits where product, design and code meet, across the product, the docs, marketing site and socials.
Along the way I’ve run design, product management and marketing, sometimes all at once, for a team that ships a platform to developers and an admin to merchants.
In my spare time I built The Good Commerce, a Framer plugin that connects a Swell store to a storefront designed in Framer.
Experience
2025-present
reviewed on real merge requests, not mockups
Chief design officer
Design across product, brand, web and social. Led Wonder, Swell’s AI store-building agent, end to end: product, UX, brand and generation quality. Built most of the Wonder editor as working software. One visual system across the API, docs, admin and marketing site, so a technical product reads as one company.
2023-2025
one team across design, product and go to market
Director of product and marketing
Product strategy and marketing. Launched Storefronts V2 and set the direction for Swell Apps, the model merchants use to extend the platform. Redesigned swell.is and the launch system behind it: product announcements, email, video and social.
2021-2023
Head of product, storefronts
Product vision and roadmap for Storefronts. Shipped the storefront editor and theme system merchants use to launch a store without code. Set the product process and design standards for the team.
2019-2021
a small team, so a bit of everything
Product designer and marketing
Designed the merchant admin, the website and the brand while running the roadmap and marketing.
2025-present
designed, built and shipped under 1 month
A Framer plugin that connects Swell stores to Framer.
2019
Account manager
Ran the accounts, research and UX work for the clients I had previously built sites for.
2018-2019
Marketing manager and designer
Ran the marketing campaigns and designed the brand assets and collateral behind them.
2017-2018
Web developer and designer
Designed and built client websites.