Becky W. Email & Phone Number

United States

Salt Lake City Metropolitan Area

During my tenure at Thrasio, a leading next-generation consumer goods company, I've experienced over four years of impactful growth and vertical movement. Thrasio harnesses the power of data science to meet global product demands effectively. My role encompassed various key responsibilities:I oversaw international performance management, directing teams ranging from 3 to 22 employees across domestic and global operations. Additionally, I provided crucial support to Product Development & Innovation (PDI) leadership, resolving GS1 UPC issues and managing renewals.In the realm of data-driven product development, I spearheaded initiatives in beauty, bedding, and emerging categories. Leveraging market analysis, KPIs, quantitative analysis, and user research, I extracted actionable insights for resource allocation, ensuring strategic decision-making.Facilitating cross-functional collaboration was paramount. I supported internal teams such as legal, creative, product integrity, category management, and product management, fostering alignment of goals and optimizing overall output.Moreover, I played a pivotal role in strategic planning leadership. I established a standardized end-to-end product development process, widely adopted company-wide. Utilizing data analytics, I minimized bottlenecks and efficiently managed multiple projects. Notably, I contributed to the placement of purchase order requests for 190 projects and successfully launched over 200 products in 2023, generating a revenue of $51 million.

Salt Lake City, Utah, United States

I led the charge in developing and executing the Amazon strategy aimed at enhancing sales, visibility, and profitability for BBE, a B2B marketing agency. Within this role:I took charge of Amazon Agency Advertising Management, where I established and meticulously managed Amazon Ad campaigns, ad groups, ads, SEO keywords, bids, and budgets for various Amazon seller accounts. My approach heavily relied on data analytics to continuously optimize outcomes and streamline spending.Concurrently, I conducted thorough Market & Competitor Analysis to refine listings for Tier 1 Amazon sellers. Enhancements included optimizing product titles, descriptions, and other relevant elements. Staying abreast of Amazon’s algorithms was crucial to consistently improving performance and capitalizing on marketplace opportunities.Additionally, I maintained open lines of communication with the Advertising Director, providing regular reports and insights to advise on strategic recommendations and updates. This collaborative approach ensured alignment and effectiveness in our Amazon marketing endeavors.

Salt Lake City Metropolitan Area

I played a pivotal role in streamlining and enhancing Amazon PPC campaign management and E-Commerce strategy at Power Practical, a direct-to-consumer electronics company. My contributions encompassed:I managed Global Marketplace operations across eight platforms on Amazon and Walmart, spanning the U.S. and Europe. Leveraging data analytics, I crafted and executed strategies while diligently managing P&L responsibilities.In the realm of Amazon Strategy, I adeptly troubleshooted platform-specific errors and continuously refined launch tactics to drive superior outcomes.A core aspect of my responsibilities involved Campaign Optimization. Through daily audits, I ensured listing and ad content accuracy, along with optimal merchandising practices. Regular reports informed adjustments to bids, targeting, and ad placements, all aimed at maximizing Return on Ad Spend (ROAS).Taking charge of all ad types in Seller Central, I led the creation of high-performing campaigns. Additionally, I spearheaded enhancements to Amazon listing pages, including photos, videos, and sales copy, utilizing A/B testing and data analytics to bolster conversion rates. Continuous performance tracking enabled informed strategy adjustments, ensuring sustained improvement and competitiveness in the marketplace.

Salt Lake County, Utah, United States

I led the planning and execution of marketing strategies for Amazon.com and Amazon.ca, employing platforms like Vendor Central, AMS, AMG, Seller Central, and social media marketing on Amazon. This involved aligning data analytics findings and P&L objectives with broader financial goals. Specifically:I orchestrated the creation of ad campaigns through AMS, tailored to bolster unique visitor traffic and product relevance, thereby driving sales. Vigilant monitoring of campaigns and targeting parameters ensured maximum efficiency.Moreover, I ensured brand protection by deeply understanding Amazon’s operational metrics and compliance standards. This enabled me to troubleshoot Amazon-specific issues effectively, safeguarding clients' brands from unauthorized sellers, counterfeit products, and other forms of brand abuse across the global Amazon platform.Drawing on my expertise in Vendor/Seller Central, I devised strategic promotional deals and discounts to attract customers. I meticulously optimized product listings and adeptly addressed handling shortage claims and chargebacks. Managing invoicing processes and resolving SKU or billing disputes/discrepancies were also within my purview. Through integration of analytics, I consistently drove positive impacts on P&L.