Iara Carmona
New Rochelle,NY
Summary
Senior director with over 10 years of experience in scaling E-commerce businesses and executing successful omnichannel digital campaigns. Expertise in paid media, lifecycle marketing, conversion rate optimization, and affiliate/influencer programs. Proven ability to build and optimize systems for scalability and efficiency.
Overview
15
15
years of professional experience
Work History
Senior Director, E-commerce & Digital - US & Canada
Sisley Paris
New York, USA
01.2025 - 08.2025
- Scaled official site revenue from $1.5M to over $15M since 2020.
- Facilitated e-retailer revenue expansion from $5M to over $20M during same period.
- Amplified online D2C contribution to total business from 2% to 30% while maintaining high ROAS and reduced acquisition cost.
- Owned P&L for Digital and E-commerce across Sisley Paris, Hair Rituel, and Neurae in the USA & Canada.
- Established new acquisition strategies across TikTok, Pinterest, affiliates, and influencer programs. Refined Meta campaigns with ASC to improve conversion funnel performance. Implemented cost-effective strategy for paid search to optimize results.
- Led creative testing with in-house team and agency partners to swiftly refine and scale successful campaigns.
- Maximized affiliate and influencer revenue by leveraging platforms like ShopMy, MiniSocial, StellarReviews, Rakuten, TikTok TCM, and PowerReviews.
- Directed team of 7 and collaborated with multiple agency partners; facilitated training and upskilling for cross-functional teams; coordinated over 27 platform integrations, 5 website launches, and large-scale replatforming projects.
Director, E-commerce & Digital - US & Canada
Sisley Paris
New York, New York
01.2020 - 12.2024
Manager, E-commerce - US & Canada
Sisley Paris
New York, New York
11.2018 - 12.2019
Search Marketing Associate
Labelium
New York, USA
07.2017 - 11.2018
- Executed SEO/SEM strategies for multiple L'Oréal brands, improving budget efficiency via audience segmentation and advanced analytics. Designed and presented strategy decks for RFPs.
Brand Strategist
The City College of New York
10.2016 - 02.2018
- Developed integrated brand positioning strategies, aligning messaging across digital and traditional channels.
Senior Marketing Analyst
Ralifla
Curitiba, Brazil
11.2013 - 07.2016
- Implemented analytics frameworks to inform product innovation, increasing profitability metrics.
Product Development Manager
SP&B
Curitiba, Brazil
01.2011 - 10.2012
- Managed full product lifecycle from concept to launch, using market insights to differentiate offerings.
Education
Master's - Branding & Integrated Communications
The City College of New York
New York, NY08-2018
Postgraduate - Strategic Management (Fashion & Branding)
SENAI CETIQT
Curitiba, Brazil08-2015
Bachelor's - Industrial & Product Design
PUC PR
Curitiba, Brazil08-2012
Skills
- E-commerce scaling and P&L ownership
- Paid media management
- Lifecycle and CRM automation
- Full-funnel eCommerce strategy
- Cross-functional team leadership
- Creative testing and Adobe suite
- Trilingual
Timeline
Senior Director, E-commerce & Digital - US & Canada
Sisley Paris
01.2025 - 08.2025
Director, E-commerce & Digital - US & Canada
Sisley Paris
01.2020 - 12.2024
Manager, E-commerce - US & Canada
Sisley Paris
11.2018 - 12.2019
Search Marketing Associate
Labelium
07.2017 - 11.2018
Brand Strategist
The City College of New York
10.2016 - 02.2018
Senior Marketing Analyst
Ralifla
11.2013 - 07.2016
Product Development Manager
SP&B
01.2011 - 10.2012
Master's - Branding & Integrated Communications
The City College of New York
Postgraduate - Strategic Management (Fashion & Branding)
SENAI CETIQT
Bachelor's - Industrial & Product Design
PUC PR