Seven years, one IPO, 5 billion products

The landscape

The landscape

In 2016 the search channel was fully agency-run, and the catalog was already beyond manual reach: more than 5 billion sellable SKUs from independent artists. Standard tooling assumed thousands of products, not billions. The job was to industrialize: bring the channel in-house, make the catalog legible to ad platforms, and build bidding intelligence the platforms did not yet sell, all while the company prepared to list on the Australian Securities Exchange.

The approach

The approach

First the foundation. I moved the channel from fully agency-run to hybrid in-house between 2016 and 2018 at 20% year-over-year revenue growth, grew the team 100%, and led the European market launch across the UK, Germany, Spain, and France, plus the Canada expansion. Then the machinery. With a doctoral data scientist I co-built ML bidding and product-scorecard algorithms that scored more than 100 million products on performance signals, back when platform AI was not yet standard. As Director I led Search and Feed Marketing: a data scientist, two managers, and a coordinator. After the TeePublic acquisition, TeePublic grew to 38% of total company revenue at better than 30% year over year, and artist success-story campaigns drove supply-side acquisition and platform credibility.

• Moved the channel from fully agency-run to hybrid in-house at 20% YoY revenue growth from 2016 to 2018, doubled the team, and led the European market launch: UK, Germany, Spain, and France, plus the Canada expansion.
• Launched analytics covering 80% of sellable products, more than 5 billion SKUs, via server-side and client-side Google Tag Manager.
• Co-built ML bidding and product-scorecard algorithms with a doctoral data scientist, scoring more than 100 million products on performance signals.
• Scaled shopping feeds 2,000%, from tens of thousands to tens of millions of products, across Google Merchant Center, Facebook Catalog, Criteo, GDN, and Yahoo dynamic product ads at 3B+ SKU scale.
• Consolidated GA360, SA360, CM360 and DV360, and Productsup across Redbubble and TeePublic: 37% contract savings, more than $500K a year.

The eras

The eras

1. 2016 → 2018 Marketing Performance Manager
2. 2018 → 2019 Senior Marketing Manager
3. 2019 → 2023 Marketing Director

The projects

The projects

1. 01

   Bringing the channel in-house

   Marketing Performance Manager

   A fully agency-run search program moved to a hybrid in-house team while channel revenue grew 20% a year, and the team doubled.

   • Pulled agency support from branded and non-branded search as part of a longer in-housing plan.
   • Hired and trained two marketing managers, then expanded the team 100%.

   • +20% YoY channel revenue 2016 to 2018
2. 02

   Bidding intelligence before the platforms sold it

   Marketing Performance Manager

   With a doctoral data scientist I co-built ML bidding algorithms and a product scorecard that dynamically scored more than 100 million products on performance signals, before Search Ads 360 integration made it standard.

   • Developed the bidding algorithms ahead of SA360 integration.
   • Built the ML product scorecard on a mix of marketing metrics and on-site performance.

   • 100M+ products scored by the ML scorecard

   • Python
   • Search Ads 360

   1. Exhibit I The product scorecard model, sketched Exhibit pending: The product scorecard model, sketched

3. 03

   Feeds from thousands to tens of millions

   Marketing Performance Manager

   Shopping feeds scaled 2,000% to tens of millions of products advertised at once, with dynamic product ads launched on Criteo, GDN, and Yahoo at 3B+ SKU scale.

   • Worked with engineering and product on feed optimization in-house.
   • Scaled Google Merchant Center and Facebook Catalog feeds 2,000%.
   • Launched dynamic product ads on Criteo, GDN, and Yahoo with CRM and data-layer GTM integrations for remarketing.
   • Tested lifestyle photography against flat-lay product images in the feed and saw CTR and conversion rise.

   • +2,000% feed inventory to tens of millions of products

   • Productsup
   • Google Merchant Center
   • Facebook Catalog
   • Criteo
4. 04

   Taking shopping ads international

   Marketing Performance Manager

   The localization program expanded to Canada, Germany, Australia, and Spanish-language markets, and the European launch covered the UK, Germany, Spain, and France.

   • Expanded the global ad localization program to Canada, Germany, Australia, Mexico, Argentina, Chile, and Colombia.
   • Led the European market launch across the UK, Germany, Spain, and France.
5. 05

   Enterprise analytics and the DSP stack

   Senior Marketing Manager

   Negotiated and launched Google Analytics 360, Search Ads 360, and Campaign Manager 360, integrated Segment for audiences, and tested DSPs from Verizon to DV360, as the company prepared its ASX listing.

   • Negotiated and executed the GA360, SA360, and CM360 contracts.
   • Integrated Segment CRM with the marketing channels for audience targeting.
   • Tested DSPs starting with Verizon and moving to CM360 and DV360.

   • GA360
   • SA360
   • CM360
   • DV360
   • Segment
6. 06

   Analytics across 5 billion products

   Marketing Director

   A Google Analytics 360 program tracking 80% of sellable products, more than 5 billion, with GTM360 metadata, and a data scientist hired to classify billions of user-generated products.

   • Launched GA360 with GTM360 metadata across the catalog.
   • Hired and oversaw a data scientist for product classification.

   • 5B+ products tracked 80% of sellable inventory

   • GA360
   • GTM360
7. 07

   Half a million a year, consolidated

   Marketing Director

   Shared contracts for GTM360, Analytics 360, CM360 and DV360, Search Ads 360, and Productsup across Redbubble and TeePublic after the acquisition: 37% contract savings, more than $500K a year.

   • Designed the shared-contract structure across two marketing organizations.
   • Led the consolidation project cross-functionally after Redbubble acquired TeePublic.

   • $500K+ saved every year 37% contract savings
8. 08

   Search and feed at 40% of GMV

   Marketing Director

   As Director I led Search and Feed Marketing, a data scientist, two managers, and a coordinator, running campaigns behind roughly 40% of daily gross transaction value while marketplace revenue grew 41% year over year.

   • Owned both artist acquisition and buyer performance marketing, the two sides of the flywheel.
   • Integrated TeePublic marketing after the merger; TeePublic grew to 38% of company revenue at better than 30% a year.
   • Ran artist success-story campaigns for supply-side acquisition and platform credibility.
   • Taught GA360, regular expressions, and SQL courses to upskill the global marketing organization.

   • ~40% of daily GMV from search and feed campaigns

   1. Exhibit II Artist success-story campaign stills Exhibit pending: Artist success-story campaign stills

The results

The results

• 41% YoY marketplace revenue growth in the Director era, with search and feed campaigns behind roughly 40% of daily gross transaction value
• IPO Australian Securities Exchange part of the team preparing marketing infrastructure for the public listing
• 100M+ products scored by ML bidding and scorecard algorithms co-built with a doctoral data scientist
• +2,000% shopping feed inventory to tens of millions of products across Google, Facebook, Criteo, GDN, and Yahoo
• $500K+ saved every year 37% contract savings from consolidating the Google Marketing Platform and Productsup across two brands

The apparatus

The apparatus

• GA360
• SA360
• CM360 and DV360
• Google Tag Manager, server and client
• Productsup
• Google Merchant Center
• Facebook Catalog
• Criteo