About me

Carolina Dibb Consulting delivers big brand thinking for small business success. I am an e-commerce strategist helping online retailers improve customer experience, increase conversion and boost sales. With over 15 years of experience in Digital Marketing and Customer Experience, I have a deep understanding of how customers shop online and proven results in increasing conversion at high-growth, international e-commerce businesses including
MR PORTER and Amazon.

I joined Amazon in 2015 as Luxury Beauty Marketing Manager, successfully onboarding brands such as Molton Brown and ELEMIS, piloting sampling initiatives and driving customer acquisition. After a few years, I transitioned to a Product Manager role at Amazon, leading global Customer Experience projects in the Consumables space (Beauty, Health and Personal Care, Grocery and Baby products), increasing conversion rate by aiding customers to discover, evaluate, compare, select and purchase products with ease. I was responsible for identifying and prioritising shopper needs and pain points through site data analysis and customer insights studies. I managed roadmaps to test, iterate and launch new site features and enhancements (such as 360° imagery on product detail pages and a comparison tool within the search experience), with a positive impact on conversion proved through statistically significant results. I left Amazon in July 2023 to set up my consultancy business around my family.

Before Amazon, I worked in Digital Marketing in the luxury retail sector for Fenwick group, The British Museum Company and most recently MR PORTER, where I specialised in Email Marketing and Customer Relationship Management. My combined expertise in Marketing and Customer Experience provides me with a well-rounded understanding of the complete customer journey, enabling a comprehensive and holistic approach to e-commerce strategy.

I have strong data analytics skills and I am a passionate advocate for customer-centricity. Working backwards from your site’s user analytics and customer insights is the key to increasing conversion.