The opportunity
Beauty by Imagination is the parent company of Goody, Wet Brush, Ouidad, and Bio Ionic. As a Digital Media Specialist at MPG, I created, managed, and optimized Amazon advertising across a portfolio that frequently represented more than $1 million in annual ad spend.
What had to change
Each brand served a different audience and price point, from everyday hair accessories to premium curl care and professional styling tools. The portfolio had to protect efficiency on established products while supporting new launches, collections, bundles, and major retail events.
What I owned
- Built and managed Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP campaigns.
- Worked across branded, non-branded, category, competitor, product, prospecting, and retargeting tactics.
- Managed budget pacing and allocation across four brands.
- Performed keyword research, search-term analysis, bid optimization, and negative targeting.
- Developed audience strategy, supported launches, and translated performance into client recommendations.
How I approached it
Assess the opportunity
Evaluated each brand, product line, audience, price point, and stage of awareness to identify the job each campaign needed to do.
Build brand-specific plans
Selected different Search and DSP tactics depending on brand, product, funnel stage, and objective.
Launch and manage
Organized a high volume of campaigns by brand, product line, audience, and objective while keeping pacing visible.
Optimize and scale
Redirected investment toward stronger products and audiences while reducing inefficient spend and improving coordination between Search and DSP.
The result
The strategy contributed to a 20% lift in sales, a 10% improvement in ROAS, and a 20% increase in conversions while supporting established products and new launches across the portfolio.