Amazon.com Services LLC Case Study

The Challenge

The Process

Owned several marketing aspects of the central Paid Search team, including but not limited to, cross-functional collaboration with product, data science, and technical teams to develop and implement strategic initiatives that drive incremental paid search traffic via search engines (e.g. Google, Bing), identify and create programmatic and scalable product features, consult and conduct multi-million-dollar experiments, use customer insights to improve marketing messaging and targeting, performance monitoring, forecasting and product/data troubleshooting, streamline measurement and reporting frameworks to better derive actionable insights, and identify opportunities to improve efficiencies

The Solution

Acted as the liaison (account management/client services) between Paid Search and 60+ other Amazon B2C/B2B teams synthesizing complex product features and paid search strategy for different business objectives, execute campaigns and conduct ad copy, landing page, and bidding time-series experiments, use data to improve efficiencies, troubleshoot performance and product issues, and drive proprietary tool adoption
Managed a paid search vendor growing revenue >300% over three years to a $XXB dollar program by collaborating on product roadmaps, translating channel insights into growth opportunities and actionable steps, developing test plans to improve marketing messaging and targeting, leading quarterly business reviews with leadership, partnering with technical teams on data pipeline issues and reporting upgrades, and facilitating conversations to improve technical infrastructure through automated and scalable features
Strategized and launched global multi-million-dollar search programs for both the Amazon Advertising and Amazon Seller Central teams, to drive advertiser and seller acquisition. Over 3 months through a combination of keyword research, keyword-level manual bidding optimization, and partnering with cross-functional teams for ad copy non-English translation and custom tracking implementation he was able to 1) build Amazon Seller Central's program to drive an estimated $XXMM in gross revenue, and 2) build Amazon Advertising's program to drive an estimated $XXMM in revenue. For Amazon Advertising, over the 3 months he delivered conversions +40% above goal and CPA -20% below goal, while increasing CTR 39%, decreasing CPC -25%, and improving CVR 400%
Strategized, launched and optimized a multi-million-dollar search program for the Amazon Fresh team to drive awareness and traffic for their grocery delivery launch. Over 3 months through a combination of keyword research, ad customizers (for dynamic ad copy), granular location targeting, and target impression share bidding strategy he was able to scale the program >1MM clicks, revenue +250% above goal, orders +150% above goal and CPA -23% below goal
Oversaw global paid search brand keyword strategy with direct management of the US brand program aligning strategy, creatives, and tests with customer insights, new product releases, PR announcements, and high value actions (HVAs) and LTV (e.g. mobile app downloads)
Led seasonal initiatives (e.g. Prime Day) by partnering with cross-functional teams on business, product and technical preparation, developing global paid search marketing strategy using historical data and insights, facilitating communication and processes with global Paid Search teams, and methodical execution of own regional paid search campaigns – managing millions of dollars of spend and driving $XXM dollars in revenue
Monitored industry trends and managed vendor relationships identifying growth and product opportunities for strategy, optimization, testing, and product adoption – to grow revenue, improve efficiencies, and progress automation
Defined and streamlined team’s marketing standard operating procedures (SOPs), cross-organizational engagement and collaboration marketing guidelines, paid search FAQs, and ticketing queue system for marketing requests – to increase team productivity
Created paid search marketing global playbooks, vendor strategy and product feature guides, and paid search training documentation while leading training sessions for new-hires and global Paid Search teams

Website

https://www.amazon.com

Skills Used

Paid Ads,Paid Ads

Industry

Technology

Results by the numbers

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