Sarah Carusona
Fractional CMO/Head of Growth | Brand & Agency Experience
About
Accomplished eCommerce leader with a track record of driving profitable growth through oversight of all touch points in the consumer journey. Overseen over $200M of media across digital and traditional channels, managed holistic retention programs including loyalty, email & SMS, and spearheaded website merchandising and CRO for above-average conversion rates with consistent growth in traffic. With a creative background, an analytical eye and experience on both brand and agency sides, I have a unique set of skills to design and implement profitable growth strategies for eCommerce brands.
Experience
Director of Ecommerce, OluKai
• Oversaw operations spanning a $30M media budget, website CRO, merchandising, retention & loyalty programs, owned channels, and business intelligence, utilizing both internal and external resources. • Decision maker on all media, balancing brand and direct response across traditional and digital channels spanning linear TV, programmatic CTV, direct mail, search, social, and display. • Developed a creative testing framework that has led to +40% increased engagement on digital channels and insights across audience cohorts and products. • Led the website team, identifying and addressing conversion rate opportunities and maintaining above industry-standard conversion rates against consistent growth in traffic.
Ecommerce Growth Strategist, Common Thread Collective
•Promoted to Growth Strategist within the first year of CTC and immediately took on 6 clients which generated $1.4MM+ in CTC annual revenue and $200MM+ in client eCommerce revenue. •Responsible for key performance deliverables such as revenue, acquisition costs, and returning customer volume for each client. Distilled higher-level goals into actionable KPIs per platform and managed a team consisting of paid social, search, email, and creative strategists to execute channel-specific strategies. •Achieved $4MM of incremental revenue for one of CTC’s largest clients during Q4 of 2021 through a well-planned approach that employed holiday-specific creative and buying strategies. •Took a client’s net profit from negative to positive through a detailed understanding of their variable and fixed costs while making strategic changes to their advertising channel mix. •Brought in additional business for CTC in the form of two ecommerce businesses that specifically asked to work with me, each generating upwards of $28K+ in monthly CTC revenue. •Created vertical-specific quarterly business reviews for each client which forecasted spend, revenue, and customer acquisition costs and established an omni channel strategy across paid social, search, email, SMS, and CRO to achieve these goals.
Director of Media Buying, Tier 11
•Promoted from Senior Media Buyer to Director of Media Buying within the span of 11 months by demonstrating immense skill at producing client results while fostering teamwork, enhancing standard operating procedures, and mentoring junior media buyers. •Supervised over $18MM in annual ad spend across multiple accounts and media buyers, making up approximately 47% of total agency ad spend. •Led strategic initiatives to improve Tier 11’s client acquisition by utilizing LinkedIn advertising, a previously untapped channel. Responsibilities included researching and identifying ideal target companies, administering campaign strategy, and tracking lead conversions while working directly with the CEO and VP of Sales to evaluate the quality of candidates. •Formulated strategic advertising initiatives for a diverse portfolio of direct-to-consumer companies and oversaw their execution. Strategies included - advanced scaling tactics, extensive experimentation through A/B tests or conversion lift studies, iteration of top-performing creatives, audience development, and sophisticated account management.
CEO at BA Commerce
• Build and lead teams driving 100%+ YoY growth across multiple DTC companies • Own financial planning and performance management across forecasting, EBITDA, KPIs, creative, and go-to-market execution • Embed senior operators into client teams with deep expertise in media, CRO, and retention • Own end-to-end growth strategy & execution across paid media, retention, CRO, and GTM
Links from Sarah
5.0
Jack L
Had a great session with Sarah. She asked sharp, thoughtful questions that helped unpack both the strategic and practical challenges we were having with our Meta campaigns. I left with a clearer sense of direction, several immediate actions, and the reassurance that many of our issues were common. Super insightful and a genuinely valuable conversation!
Steven G
Sarah is an absolute gem when it comes to e-commerce strategy. Her deep understanding of acquisition and retention funnels is invaluable. I was impressed by her ability to pinpoint areas where our business could significantly improve. Highly recommend Sarah to anyone looking to elevate their e-commerce game!
Dave N
One of the best calls I had on here. Only regret is that I didn't book for 60 mins. Really helpful and specific with the advice, both tactical and big picture. Thank you Sarah!
Brian S
I learned a lot in the 30 minutes I shared with Sarah. She has really deep experience in DTC and would definitely recommend signing up for a session with her!
Lani I