Amazon Advertising Strategist

Spearheaded full-funnel Amazon advertising strategy focused on maximizing profitability. This included directly managing PPC execution, driving cross-platform growth initiatives, and implementing advanced campaign scaling techniques.
-Transitioned PPC management in-house, reducing external agency costs by 50% while improving ROAS by 15% within 3 months.
- Launched 5 multi-SKU beauty products, seizing 18% category market share and top 3 keyword rankings in 6 weeks using hyper-targeted SP campaigns; earned 3 Amazon Choice badges and 15% organic sales lift.
- Refined audience targeting (leveraging Amazon Brand Analytics insights and Amazon competitor analysis), driving a 35% increase in new-to-brand (NTB) sales via Sponsored Brands and Display campaigns.
- Optimized promotional strategies (Lightning Deals, Coupons), increasing average daily sales velocity by 20% during promotion periods and achieving a 10% lift in overall session conversion rate.
- Engineered and managed sophisticated campaign structures across SP, SB, and SD, maintaining an average ACoS of 24% against a target of 25% on $1.5M+ annual spend.

Analyzed advertising performance against financial KPIs, developed profitability models, and provided data-driven recommendations to optimize ad spend and pricing strategies.
- Developed comprehensive profitability models integrating PPC costs, COGS, and fees, identifying opportunities that improved overall profit margins by 12%.
- Customized and deployed sophisticated PPC reporting dashboards using Google Sheets to consolidate data from key performance sources, enabling clear, at-a-glance tracking of essential PPC and profitability metrics (incl. ACoS, TACOS, CVR, Margin).
- Achieved over $30K in annual cost recovery and savings by analyzing operational data (FBA fees, dimensions) and identifying financial/performance inconsistencies.
- Influenced budget shifts to top-performing campaigns (identified via CTR/CR analysis), resulting in a 3.6-point TACOS improvement and achieving a 21% lift in organic sales contribution relative to total revenue.
- Collaborated with inventory team, using PPC velocity data to refine forecasting models, reducing stockout instances by 18% for key products.