Iván Marcano

• Drives digital strategy for direct-to-consumer and selective e-retail in the United States and Canada, including Amazon, delivering commercial results while protecting the brand’s luxury equity.
• Built the digital organization almost from scratch: from one digital role and seven customer service representatives to a team of eleven — six in digital, covering ecommerce, CRM, paid media and e-retail, and five in customer service.
• Owns the P&L and forecasting for digital channels.
• Defines the five-year digital commercial strategy with L’Oréal and global headquarters.
• Oversees the move from SAP Hybris to L’Oréal’s technology stack — Salesforce Commerce Cloud, Marketing Cloud and Service Cloud, among other systems — alongside site redesigns, data compliance and omnichannel integrations.
• Leads clienteling and loyalty, informed by NPS and CSAT, and is building the next version of the CRM program.
• Moved paid media from an external agency to a more efficient in-house model with L’Oréal.

• 2024Largest and fastest-growing region, with double-digit growth driven by double-digit traffic growth and higher average order value and units per transaction. High double-digit growth on Amazon.

• Owned the brand’s largest direct-to-consumer site worldwide and six other ecommerce sites in the region, on Salesforce Commerce Cloud.
• Led brand and performance marketing for the United States and Canada, and supported Latin America and travel retail.
• Grew the digital marketing team with two new hires.
• Built the five-year ecommerce strategy from customer behavior, media and industry data.
• Led projects in social commerce, payments (Klarna and cryptocurrency), Yext, SEO and product feeds.
• Developed regional CRM plans to grow the customer database and localize email.

• 2022Ecommerce became the largest boutique, with the largest single day of revenue to date.
• 2021Ecommerce became the most profitable and fastest-growing channel in the Americas, with conversion up 65%.
• 2021Received the award for the biggest growth of 2020 over 2019 among all stores in the Americas, online and offline.

• Held the P&L for North America, with a team of nine — four local, five remote.
• Kept a lean team performing with minimal resources through a bankruptcy restructuring.
• Sat within the IT organization, reporting to the CTO.
• Owned the roadmaps for CRM, ecommerce and data, with continuous integration in Agile.
• Supported the maintenance and development of more than 19 omnichannel services, platforms and products.
• Built BOPIS, ship from store, clienteling and point-of-sale tools for North America.

• 2021Triple-digit ecommerce growth, with conversion at 6.5%.

• Developed the marketing, sales and business strategy for all online retail partners, with one direct report.
• Managed relationships, contracts and strategy for Amazon Vendor Central (first-party) and Seller Central (third-party), Sephora, Nordstrom and other key accounts.
• Provided forecasts to Planning and coordinated sell-in with Supply Chain.

• 2019Sell-in and sell-out for managed accounts often above 30% year over year, with net profit over budget.

• Led ecommerce, digital marketing and CRM, with a team of four.
• Set digital strategy for traffic, brand awareness, acquisition and retention.
• Managed the digital marketing budget and return on media spend.

• 2017Web sales up 25.1%, with average order value up 1.6% and conversion up 11.1%.
• 2016Web sales up 30.9%, with average order value up 7.6% and conversion up 23.7%.

• Developed local digital strategy for a roster of artists including Beyoncé, Daft Punk and Pharrell.
• Ran advertising campaigns and affiliate programs, from setup to optimization.
• Managed content and promotions on artist websites and social media.
• Managed artist newsletters in Adobe Campaign, with retention plans by segment.

Cover photograph for Walter Mosley’s The Long Fall, published by Random House: more than 100,000 paperbacks, 78,000 hardcovers and 8,500 audiobooks.