eCommerce
Enterprise Ecommerce Growth
Built and scaled cross-platform paid acquisition for a large ecommerce retailer — designing campaign architecture across Search, Shopping, and marketplace channels that supported millions in annual revenue.
$1M+
Quarterly revenue supported
3
Ad platforms unified
Seasonal
Scaling without efficiency loss
The Challenge
A high-volume ecommerce business needed a paid media program that could scale efficiently across seasonal demand swings — without ballooning wasted spend or losing visibility into what was actually driving revenue. Campaigns were fragmented across platforms with inconsistent structure and limited attribution.
My Role
I owned paid media strategy and execution end-to-end — account architecture, budget allocation, bidding strategy, and the reporting layer that connected spend to revenue across Google, Amazon, and Microsoft.
Strategy
How I approached it.
- 01
Rebuilt account structure around product margin and intent — Search, Shopping, and Performance Max mapped to clear priorities
- 02
Developed a cross-channel budget allocation model based on marginal return, not flat splits
- 03
Layered Amazon Sponsored Products and Brands to capture marketplace demand alongside owned site traffic
- 04
Added Microsoft Ads for incremental, lower-CPC search coverage
- 05
Built revenue-connected reporting so spend decisions were tied to outcomes, not platform vanity metrics
Platforms & Tools
- Google Ads
- Amazon Ads
- Microsoft Ads
- Google Shopping
- GA4
- Looker Studio
Skills Demonstrated
- Campaign architecture
- Budget allocation
- ROAS optimization
- Marketplace advertising
- Analytics & reporting
Outcomes
- Supported millions in annual ecommerce revenue through paid channels
- Managed six-figure quarterly advertising budgets across platforms
- Built scalable account structures that held up through seasonal peaks
- Improved spend efficiency by reducing overlap and wasted budget
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