Vice President Ecommerce and Digital Solutions

RICCARDO CARUSO

Digital Ecommerce, Marketing and Commercial Strategies

760-***-**** • **************@*****.*** • linkedin.com/in/riccardocaruso • www.riccardocaruso.com • San Diego, California Digital transformation leader with 17+ years driving eCommerce, AI, and data-powered growth for global life sciences and healthcare brands. Scaled online revenue from zero to ten figures, led headless commerce rollouts, and built high-impact teams delivering personalized, enterprise-grade digital experiences. Key Expertise:

Leadership & Strategy: corporate vision, P&L management, budgeting, forecasting, org structuring, CapEx modeling.

eCommerce & Digital Strategy: channel strategy, UX design, retailing, lift models, VOC, onboarding.

Analytics & Performance Optimization: data models, dashboards, SMART goals, KPIs, first-party data profiling.

Product Ownership: opportunity identification, strategic forecasting, roadmapping, project chartering, prioritization, execution.

Technology & AI Integration: tech stack, platform selection, AI adoption. PROFESSIONAL EXPERIENCE

Vice President of Ecommerce and Digital Solutions

Cepheid (Danaher) 2021 – Present

Leading the development of digital solutions for a global diagnostics leader. Spearheaded a headless SaaS ecosystem (AWS) integrating eCommerce, PIM, CMS, and customer support.

• Built and scaled MyCepheid, an integrated self-service platform for order management, support, and online purchasing. Managed a core team of 15 (extended: 300+).

• Drove online sales from $0 to 9 figures, onboarding 85% of US customers, saving 10K+ productivity hours, and achieving 70% market penetration.

• Doubled online revenue in year 2 through SEO, PPC, and cross-selling.

• Implemented AI-driven personalization, increasing upsell opportunities and deepening wallet share.

• Redesigned lead generation, significantly improving deanonymization and qualification rates.

• Established a data-driven culture, aligning UX, VOC, and analytics to drive business decisions. Director of Digital Commerce and Analytics

Illumina 2015 – 2021

Owned and scaled eCommerce for the world leader in DNA sequencing, pioneering B2C experiences in B2B.

• Led global eCommerce operations, managing a team of 15 (extended: 500+).

• Transformed online sales across 10K SKUs (direct, distributor, B2B eProcurement) from $150M to $1B in 4 years.

• Launched & transitioned eCommerce from monolith to headless architecture in 2020.

• Increased online device sales from 0% to 21% via eProcurement & distributor integrations.

• Drove digital marketing innovation, achieving 21X lead conversion uplift.

• Implemented AI/ML for behavioral recommendations, leading to a 4.3X cart value increase.

• Optimized SEO, increasing organic traffic share to 80%. Acting Marketing Director

MarketingConsulting360 2012 – 2015

Led marketing for $1M-$500M companies, focusing on high conversions and ROI.

• Designed and deployed end-to-end marketing campaigns, integrating websites, CRM, automation, and analytics.

• Developed segmentation, tagging, and scoring models, delivering exceptional returns. Global Marketing Analytics Leader

Life Technologies 2012

Revolutionized marketing tracking, segmentation, and performance analysis.

• Increased campaign planning, segmentation and conversions by 35% for 35 marketing programs over 100K SKUs. Introduced innovative end-to-end tracking and dashboards accessible by leaders 24/7.

• Partnered with Marketing leadership to optimize marketing campaign planning, messaging and conversions. Won the Marketing Excellence Impact Award for the launch of the QuantStudio instrument for exceeding sales goals by 50%.

• Spearheaded cross-department workshops to resolve the sales-marketing gap in value proposition, led critical changes in systems and processes, solved data and process gaps. RICCARDO CARUSO PAGE TWO

• Built a Marketing Balanced Scorecard, optimizing 10-figure sales channels, that drove a 10% growth. B2B eProcurement eBusiness Global Leader

MilliporeSigma/Merck 2008 – 2011

Built and scaled global B2B eProcurement operations from the ground up.

• Reversed declining eProcurement sales, growing revenue 300% in 3 years.

• Improved customer satisfaction from 6.8 to 8.1, increasing traffic (+12%) and order conversions (+8.6%).

• Established a Balanced Scorecard for eBusiness, optimizing 15 objectives across 48 KPIs. EDUCATION

• Master of Business Administration (MBA), University of Oregon, Eugene, OR

• Master of Engineering (MEng), Summa Cum Laude, University of Cagliari, Italy

• Bachelor of Engineering (BEng), Summa Cum Laude, University of Cagliari, Italy CERTIFICATIONS

• MIT Certification in AI

• Six Sigma Green Belt Agile Delivery

• High Impact Presentations Foundations of Leadership

• UCSD Data Mining Boot Camp II Marketing Strategy Simulation TECHNOLOGY AND TOOLS

• Commerce & eCommerce: CommerceTools, Elastic Path, WebSphere

• Digital Marketing & Analytics: Adobe Suite (AEM, Analytics, Target, Audience Manager, Campaign), Salesforce, Marketo

• Business Intelligence & AI: Tableau, PowerBI, SAP, AI/ML Solutions

• Development & Agile: Agile Methodology, PIM Informatica

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