Digital Marketing User Experience

JANAYNA CARLOS *

JANA CARLOS

973-***-**** **************@*****.***

Professional Summary

Senior E-Commerce and Digital Marketing Professional with 10+ years of experience driving growth in online retail. Expertise in Shopify optimization, Google & Meta advertising, and Amazon marketplace strategy. Skilled in leveraging analytics to enhance user experience, boost conversion rates, and maximize ROI. Strategic leader with a strong background in project management, digital marketing, and data-driven decision-making. Core Competencies

• Shopify

• Google Ads

• Meta Ads (Facebook/Instagram Ads)

• Amazon Seller Central

• SEO (Search Engine Optimization)

• Email Marketing

• Conversion Rate Optimization (CRO)

• Google Analytics

PROFESSIONAL EXPERIENCE

Sr. E-Commerce and Digital Marketing Manager

Grace Beauty/OTELLA - Luxury Beauty Company

New York, NY January 2024 – Present

• Managed end-to-end Amazon operations for a beauty brand, optimizing product listings, pricing strategy, and inventory—driving a ROAS increase from $0.10 to $2 and reducing TACoS by 50%, significantly improving ad profitability.

• Optimized Sponsored Ads campaigns (Products, Brands, and Display), resulting in a 35% YoY increase in ad-attributed sales and a 20% lift in new-to-brand customers, strengthening brand acquisition and visibility.

• Enhanced product detail pages (PDPs) with A+ content and keyword-optimized copy, improving conversion rates by 28% and increasing organic traffic by 40%. JANAYNA CARLOS 2

• Reduced Buy Box losses by 33% through real-time pricing strategy, inventory health checks, and fulfillment improvements, ensuring consistent ad performance and sales velocity.

• Led ASIN-level performance analysis, using data to refine bidding strategies, suppress underperforming SKUs, and scale top performers—contributing to a 42% growth in total Amazon channel revenue within 12 months.

• Optimized Shopify website design and functionality, increasing conversion rate from 0.5% to 2%, significantly enhancing user experience and driving sales growth.

• Developed and executed targeted digital advertising campaigns on Google and Meta, increasing brand visibility and boosting Return on Ad Spend (ROAS) from $1 to $4 on Google and from $0.50 to $2 on Meta, driving substantial growth in online sales.

• Developed targeted email campaigns, achieving a 45% open rate, 6.5% CTR, 4.2% conversion rate (up from 2.5%), 30% sales growth, 400% ROI, and a 15% increase in customer retention and repeat purchases.

Sr. E-Commerce Manager

Erno Laszlo - Luxury Skincare Company

(Managed 1 Coordinator & 3 Digital Agencies)

New York, NY July 2022 – October 2023

• Led e-commerce operations, driving 20%+ year-over-year sales growth in North America.

• Optimized mobile-first platform design, improving cross-device user experience and increasing conversion rate by 15%.

• Leveraged inventory management and forecasting to identify merchandising opportunities, boosting average order value (AOV) by 10%.

• Aligned cross-channel promotional strategies, resulting in a 25% increase in click- through rate (CTR).

• Created and optimized product pages and metadata, improving organic traffic by 30% and enhancing SEO rankings.

• Managed review platforms and user-generated content, increasing customer trust and driving a 20% lift in customer retention.

• Provided data-driven performance reports, highlighting KPIs and identifying growth opportunities.

E-Commerce Merchandise Consultant

Tommy Hilfiger - Iconic Clothing Brand

New York, NY January 2022 – June 2022

• Managed digital content and merchandising, driving a 15% increase in engagement and sales conversions through high-quality presentation and alignment with event themes.

JANAYNA CARLOS 3

• Optimized e-commerce operations, including stock management and product returns, improving inventory turnover by 10% and reducing return rates by 8%.

• Collaborated cross-functionally with merchandising, operations, and customer service teams to enhance operational efficiency by 20% and boost customer satisfaction by 12%.

• Oversaw product uploads, category builds, and product details, increasing organic traffic by 25% and improving conversion rates by 10%.

• Led site optimizations and UAT testing, ensuring 100% site accuracy and contributing to a 12% increase in average order value (AOV) through improved user experience. E-Commerce Project Consultant - Contract

Wooden Ships - Boho Chic Women’s Clothing

(Managed 4 Customer Services and Operation reps & 2 Digital Agencies) New York, NY July 2021 – December 2022

• Led site feature enhancements and A/B testing, resulting in a 15% improvement in conversion rates and a 10% reduction in bounce rates.

• Managed product catalog, third-party tool integrations, and content updates, improving operational efficiency by 20% and increasing site speed by 39%

• Developed data-driven strategies with clear short- and long-term objectives, aligning with company goals and achieving a 30% boost in online sales. E-Commerce Manager Consultant - Contract

EveryDay NY (Serino Studio) – Luxury Men & Women’s Clothing New York, NY June 2020 – June 2021

• Developed product roadmaps and collaborated on business planning, content strategy, and promotional campaigns, driving a 25% increase in e-commerce sales and customer engagement.

• Optimized site product merchandising, aligning with data-driven insights and marketing objectives, resulting in a 15% boost in conversion rates.

• Led targeted Email and SMS campaigns, focusing on list growth and performance analysis, achieving a 30% increase in open rates and a 20% lift in customer retention

E-Commerce & Digital Marketing Manager

Moret Group (SPRAYGROUND) - Premium Streetwear Brand New York, NY August 2019 – May 2020

• Activated and optimized digital retail media programs, driving a 20% increase in brand visibility and alignment with marketing objectives across all platforms.

• Ensured tactical consistency in campaign development and execution, resulting in a 15% improvement in overall campaign performance and engagement. JANAYNA CARLOS 4

• Managed daily product merchandising on-site, optimizing user experience and increasing conversion rates by 12% while driving a 10% boost in overall sales. E-Commerce & Digital Marketing Manager - Freelance Farm Rio - Sustainable Women’s Fashion Brand

New York, NY April 2019 – September 2019

• Streamlined e-commerce operations by managing order processing, returns, and shipping, reducing order fulfillment time by 15% and improving customer satisfaction.

• Optimized inventory management and merchandising on the site, leading to a 10% increase in sales volume through effective product catalog development and promotional adjustments.

• Enhanced the customer service experience by integrating new Shopify apps and functionalities, boosting customer retention by 12% and increasing profitability by 8%.

• Increased omnichannel conversion by 18% by integrating online and offline touchpoints, improving the seamless customer journey across both digital and physical platforms.

Ecommerce & Digital Marketing Manager

SCHUTZ Shoes - Luxury Women’s Shoe Brand

(Managed 5 Customer Services and Operation reps & 4 Digital Agencies) New York, NY March 2012 – April 2019

• Cultivated strong business relationships through personalized customer service, leading to a 15% increase in customer retention and a 10% improvement in customer satisfaction scores.

• Enhanced the brand's online presence, achieving a 30% growth in web traffic and a 25% increase in online sales through strategic digital marketing initiatives, including display ads, Google Ads, and social media ads.

• Supported CRM development by analyzing selling and inventory data, leading to an 18% increase in CRM campaign engagement and improved customer targeting.

• Improved omnichannel customer experience by integrating online and offline touchpoints, increasing conversion rates by 20% and boosting cross-channel sales by 15%.

Education

Bachelor of Science in Business Administration, Design & Management Parsons New School of Design, New York, NY

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