Iara Carmona
New Rochelle,NY
Summary
E-commerce and Digital Director with 10+ years of experience scaling online businesses
and owning digital P&L. Expert in lifecycle marketing and conversion optimization strategies.
Proven ability to lead cross-functional teams, build scalable systems, and streamline operations.
Overview
15
15
years of professional experience
Work History
Director, E-commerce & Digital - US & Canada
Sisley Paris
New York, New York
01.2020 - 08.2025
- P&L & Strategy: Full-funnel digital and e-commerce strategy and P&L for USA and Canada, establishing revenue targets, budget allocation, and investment strategies across all channels.
- Digital Transformation: Scaled D2C revenue 7x in 4 years, growing channel contribution to over 15% of the total business.
- Tech Stack & Operations: Directed complex replatforming projects, including over 27 integrations, building a scalable infrastructure that supported continuous double-digit revenue growth.
- Omnichannel Integration: Led cross-channel marketing strategies that connect paid, earned, and owned media, continuously optimizing the customer journey to triple ROI and boost conversion funnel efficiency.
- Partnerships: Maximized revenue through strategic partnerships, effectively managing affiliate and influencer channels expanding brand reach.
- New Brand Launch: Spearheaded the digital strategy and website launch for Neurae, a new brand vertical, overseeing initial digital performance.
- Organizational Leadership: Managed and mentored a cross-functional team of seven (e-commerce, digital marketing, content, design, and customer service), driving upskilling initiatives that improved internal capabilities.
Manager, E-commerce - US & Canada
Sisley Paris
New York, New York
11.2018 - 12.2019
- Operational Excellence: Managed end-to-end e-commerce operations,, overseeing sales, promotions, product listings, inventory management, and order fulfillment to ensure best-in-class customer experience.
- Lifecycle Strategy: Developed and implemented lifecycle marketing frameworks (promotional, content, and email calendars), resulting in a 4x increase in the active database and a 2.5x boost in CTO rates.
- Vendor Management: Managed external vendors and agencies, coordinating partnerships to streamline processes and ensure reliable execution of digital initiatives.
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
Director, E-commerce & Digital - US & Canada
Sisley Paris
01.2020 - 08.2025
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