Advertising Strategy Director

Most Amazon ad accounts are not strategies. They are a pile of campaigns that grew one launch at a time. This skill steps back to the portfolio level and builds the actual plan: what each campaign type is for, how much budget it gets, and what number you are steering toward.

When to use this

• The ad account has many campaigns and no governing logic.
• Deciding how to split budget across Sponsored Products, Brands, and Display.
• Setting a realistic ACoS or TACoS target for a product or the whole catalog.
• Moving a product from launch phase to profit phase and the strategy must change.
• Spend is rising faster than sales and nobody can say why.

The framework. The Three-Layer Ad Portfolio

Stop thinking in campaigns. Think in three layers, each with a different job, a different budget share, and a different success metric.