Starting on the Seller Side
I have spent ten years in Amazon e-commerce, and the first stretch sat on the seller side, where every advertising decision came straight out of my own margin. The defining project was a product launch that reached $3M in revenue within its first ten months. That shaped how I grow, because growth only counts when the margin survives it.
Portfolio Years
Running other people's accounts raised the stakes, because a portfolio forces every decision to be defensible rather than intuitive. Today I manage advertising for 15 to 20 accounts, and the brands on my desk include Vermont Smoke & Cure, DigDefence Solutions, SWOOC, Oak & Antler Seasoning Company, CO2 Lift, and Giftlot. The results from that portfolio are public on this site. Vermont Smoke & Cure broke $331K in a single month at a 14.34% TACoS and later ran profitably at a 6.60% TACoS with organic sales carrying roughly 78.5% of revenue, while DigDefence Solutions grew its Prime event approximately 76% year over year as its TACoS fell from a 30.79% baseline to the low teens.
Ads as a Director
As an Amazon Ads Director I run Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, and AMC as one system. TACoS stays under 15 percent on my flagship accounts because the repetitive daily work runs as code I wrote, versioned, and published. That has been the through line for the decade. The seller years taught me what margin costs, the portfolio years taught me what process scales, and the engineering work turned both lessons into software that never forgets them. To see how that history shows up in an account, read the case studies.
What Drives the Work
Under the titles, I build and I fix. The same instinct that once optimized my own product margins now tunes bid ladders, reporting pipelines, and my weekly calendar. My week runs on a fixed cadence where search term harvesting, catalog work, target audits, keyword refactoring, and management operations each own a day. That cadence exists because fifteen to twenty accounts stay healthy on rhythm and collapse on improvisation. The tools that grew out of that rhythm are public on the tools page, which lets you read the systems I built to do the thinking with me.