From Six to High Seven Figures on Amazon

After two years leading Growth at Tiege Hanley across D2C channels, Thomas took ownership of the brand’s Amazon Marketplace performance — which had plateaued in annual sales, with TACoS spiking and category saturation increasing.

At the time, 95% of sales came from a single hero SKU, and ad spend was heavily concentrated on branded and high-competition keywords that delivered minimal incremental return.

Thomas led a complete marketplace turnaround, building a scalable, data-driven engine for growth:

• Re-engineered ad efficiency: Capped brand defense to 10% of spend and redirected investment into incremental demand generation — targeting competitor ASINs with low reviews, leveraging category/auto campaigns to harvest new targets, and developing a high-ROI non-brand keyword portfolio.

• Optimized merchandising for conversion: Continuously A/B-tested titles, bullets, and hero images; built A+ content, storefront experiences, and video modules; and introduced upsell variants to lift AOV.

• Built a deal & discount strategy: Implemented brand-tailored promotions, strategic Lightning Deals, and always-on coupon + Subscribe & Save campaigns to drive velocity while protecting margin.

• Expanded full-funnel demand generation: Layered Amazon Creator Connections, Sponsored TV, and DSP funnels modeled in Amazon Marketing Cloud to create cross-channel awareness and retargeting loops.

• Developed a forecasting & replenishment model: Built demand forecasts and FBA inventory systems to maintain momentum and prevent stockouts during volatile growth periods.

• Scaled globally: Rolled out proven U.S. playbooks across Canada, Europe, and Mexico, driving incremental sales and brand visibility in new markets.

Within two years, these initiatives transformed Tiege Hanley’s Amazon channel into a $6M+ growth engine — with TACoS reduced by double digits, organic rank gains across key categories, and record contribution margins.