ALLYSON BETANCOURT
Los Angeles
Summary
- Strategic e-commerce leader with 12+ years of success in launching new businesses, leading financial and program strategy, and pioneering innovation in digital commerce.
- Results-driven operator with experience across finance, product, marketing, partnerships, and marketplace development.
- Proven track record of scaling categories and programs, elevating customer experiences, and optimizing performance.
- Passionate about building high-impact teams, fostering partnerships, and solving problems with a customer-first mindset.
Overview
15
15
years of professional experience
Work History
Account Management Lead, Books' Top Publishers and Retailers
TIKTOK
Los Angeles
01.2025 - Current
- Drove GMV growth +28% QoQ across top books publishers and retailers in first two quarters by aligning ad and affiliate investment with executive leadership and translating strategic vision into operational priorities
- Scaled affiliate GMV 3x in four months for the category's top seller, securing increased funding, orchestrating cross-org education and support, and institutionalizing repeatable affiliate and campaign playbooks to drive expansion
- Executed brand campaign pilots, achieving +109% and +79% PoP growth and exceeding forecasts by ~34% despite limited resources and technical constraints
- Originated and led Books' first TikTok Shop and TikTok organic content campaign partnership, designing TikTok Reading Day concept, customer experience, creator-incentive model, and top-seller engagement framework
Head of User Product Operations (Post-Purchase)
TIKTOK
Los Angeles
01.2024 - 01.2025
- Spearheaded TikTok Shop's first user-focused brand marketing strategy and partnerships to strengthen NPS and user trust by increasing awareness of key benefits such as Money Back Guarantee, Free Returns (+4-8 percentage points in 2 months)
- Led the US User Feedback program expansion for TikTok Shop, growing identified user experience issues (+1K issues in 4 months) and improving resolution from 57% to 79% across all user-related product teams
Head of Marketplace Growth - Electronics, Consumables & Go-To-Market
TIKTOK
Los Angeles
01.2023 - 01.2024
- Developed seller incentive program and go-to-market across 12 China and US teams to close marketplace's price competitiveness gap, growing +24% quarterly sales for participating products (>$100M of sales)
- Defined the first brand strategy and seller education framework for TikTok's Shop Tab in collaboration with Data Science, driving $10M in quarterly sales (+8%) through improved seller engagement and traffic strategy adoption
- Created Shop Tab's first promotional campaign strategy and calendar to drive user awareness and engagement in the recently launched marketplace, generating 35%+ total sales growth and 70%+ sales growth for participating products
- Built a category analysis and reporting framework, in partnership with Data Science, improving data accessibility to identify risk and opportunities and audit quarterly goals
Category Lead, Amazon Music Fashion (Core)
AMAZON MUSIC
Los Angeles
01.2022 - 01.2023
Manager of Vendor Management, Amazon Music Fashion
AMAZON MUSIC
Los Angeles
01.2020 - 01.2022
- Co-founded and grew the Music Fashion business from $5M to $70M+ by cultivating key industry and vendor partnerships, launching new shopping channels, and establishing the business development strategy for target assortment
- Developed and implemented partnerships and go-to-market strategies for high-profile launches, including Tyler the Creator, The Weeknd, Kanye West, and Billie Eilish - Amazon's first exclusive global merch collection
- Led curation strategy and go-to-market plan for first Music Fashion storefront on Amazon.com and artist merchandise's addition to Amazon Music app (covered in 79 media outlets, +62% sales growth MoM)
- Drove product integrations across Prime Video, Amazon Music, and Twitch to create shoppable performance experiences with exclusive artist merchandise collections in partnership with Marketing, Product, and Engineering (20+ artists in the first year, surpassing target artist goal to build brand and industry credibility)
- Delivered Amazon's first-ever, in-venue concert merch activation (Coldplay at the Climate Pledge Arena) to secure S-team funding and enter Tour Merch business (pilot: +85% sales vs. Coldplay's last Seattle concert)
Senior Product Manager, US Toys Marketplace
AMAZON
Seattle
01.2018 - 01.2020
- Managed 8-person cross-org cohort to build short-term merchandising billing solution ($1M Q4 revenue), drive long-term roadmap (estimated $50M+ annual revenue), and open merchandising opportunities to third-party sellers
- Piloted new holiday customer experience protection strategy, unblocking 31K third-party Toys sellers (+$14M sales) in Q4 while preventing decline in overall seller performance (e.g. late shipments, canceled or defective orders)
- Launched event-driven customer protection program, reducing complaints of counterfeit -78% in 2018 and -22% in 2019
Finance Manager, Business Strategy - Global Merchant Services
AMERICAN EXPRESS
New York
01.2015 - 01.2016
- Managed Merchant Services Marketing P&L and secured $2M campaign investment by analyzing effectiveness and profitability of statement credit campaigns using SQL and leading presentations to leadership.
Senior Financial Analyst - Global Corporate Payments
AMERICAN EXPRESS
New York
01.2013 - 01.2015
Financial Analyst & Senior Financial Analyst, Business Planning & Analysis - Global Business Travel
AMERICAN EXPRESS
New York
01.2011 - 01.2013
- Managed long range plan model and coordinated cross-functional team inputs to depict income performance in varying economic scenarios for evaluation of joint venture and other divestiture opportunities
- Directed 5 members of sales and account development team on sales incentives and investment planning ($80M) work streams to rapidly complete new strategy implementation by end-of-year deadline, saving +$3M of professional fees
Education
B.S. - Business Administration - Finance
UNIVERSITY OF FLORIDA
Gainesville, FL05-2011
M.B.A. - Marketing Analytics Concentration
EMORY UNIVERSITY, GOIZUETA BUSINESS SCHOOL
Atlanta, GASkills
- Category strategy and marketing
- Contract negotiation
- Program development and management
- P&L management and analysis
- Partnership building
- Brand marketing
Timeline
Account Management Lead, Books' Top Publishers and Retailers
TIKTOK
01.2025 - Current
Head of User Product Operations (Post-Purchase)
TIKTOK
01.2024 - 01.2025
Head of Marketplace Growth - Electronics, Consumables & Go-To-Market
TIKTOK
01.2023 - 01.2024
Category Lead, Amazon Music Fashion (Core)
AMAZON MUSIC
01.2022 - 01.2023
Manager of Vendor Management, Amazon Music Fashion
AMAZON MUSIC
01.2020 - 01.2022
Senior Product Manager, US Toys Marketplace
AMAZON
01.2018 - 01.2020
Finance Manager, Business Strategy - Global Merchant Services
AMERICAN EXPRESS
01.2015 - 01.2016
Senior Financial Analyst - Global Corporate Payments
AMERICAN EXPRESS
01.2013 - 01.2015
Financial Analyst & Senior Financial Analyst, Business Planning & Analysis - Global Business Travel
AMERICAN EXPRESS
01.2011 - 01.2013
B.S. - Business Administration - Finance
UNIVERSITY OF FLORIDA
M.B.A. - Marketing Analytics Concentration
EMORY UNIVERSITY, GOIZUETA BUSINESS SCHOOL