Stepped into a program 12 months into its 4 year runway, already deeply in the red.
Within 1 month we improved total conversions by 35%, bringing us in line with initial performance goals.
We ran 117 A/B experiments in two months, then worked with Product and Engineering to deploy a multivariate testing platform. The new platform allowed dozens of copy and graphic assets to generate thousands of permutations. Machine Learning was used to stack rank combinations which allowed top performing ads to see the highest impressions, while low performers self-terminated to preserve the user experience.
I trained over 50 marketers on experimental best practices, machine learning basics, statistics for marketers, and project prioritization based on estimated impact. My training videos are still in use today.
Our program was worth multiple billions to Amazon, and in the face of a 48 month runway, we delivered in 30, just 18 months after I joined.
I built the team from 5 to 45 members, scaled from 1 country to 13, and drove tens of millions of conversions.
2021 Aug 10 - Amazon strikes back at Visa fees with surcharge
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2021 Nov 18 - Amazon may dump Visa for Mastercard as fee feud heats up
2021 Nov 19 - EXCLUSIVE Visa’s chief financial officer expects to resolve fee row with Amazon
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2022 Feb 17 - Amazon and Visa resolve dispute over credit card fees
2022 Feb 17 - Visa, Amazon announce worldwide payment agreement