At Amazon, the world's leading e-commerce retailer, Tom led a project within the internal organization that was eventually scaled to 350+ international advertising account reps

This internal project was deemed internally as the "Advertiser Success Team Reporting" and eventually led to a creation of an internal dashboard that looked at metrics beyond what the Amazon Advertising console provided and was accompanied by a playbook to better understand what is driving a brand's business forward.

This dashboard featured new metrics such as ASIN contribution to growth, sub-category competitive metrics that were defined by a brand's top 3 competitors, and advertising click-through rate measured at the placement level (before this was launched broadly).

Manscaped, one of the largest men's grooming brands in the world, had just launched on Amazon, and needed help scaling their Amazon business. Tom developed the Sponsored Ads & Amazon DSP playbook that led to +105% YoY sales growth on Amazon.com alone - allocating $MMs in media budget across Amazon channels (Amazon PPC, programmatic display, STV/CTV + custom executions) to achieve client’s media goals, consistently exceeding KPIs set by client.

Tom spearheaded the variation strategy, marketing positioning, ad placement prioritization, promotion calendar in conjunction with Manscaped's cross-functional teams - results helped contribute to Manscaped's private valuation of >$500M.

Native Deodorant, a natural deodorant brand started by Moiz Ali, sold to Procter & Gamble P&G for $100M. P&G wanted to expand the Native brand by launching Native Body Wash on Amazon.

Tom developed the playbook for launching products on Amazon and provided the best practices to Native Deodorant. When launching, Native Body Wash immediately skyrocketed to a "Best Seller" badge in their category, which was driven by a multi-pronged advertising approach.

(1) Dual advertising strategy on & off Amazon leveraging Meta with a heavy emphasis on top-of-search ad spots such as SP & SB - using Amazon Attribution and extensive creative testing.

(2) Executed on a comprehensive brand defense strategy that spanned across the entire catalog leveraging Amazon's new ability (at the time) to do product page bid modifiers.

(3) Strategically timed promotions that leveraged off-season during Amazon. As brands typically go on promo during high velocity search events such as Prime Day, Tom decided it would be best to advertise during the low season, as this would give Native the better opportunity to win and keep the Best Seller badge in a heavily competitive Body Wash category on Amazon.