Klone Lab: Scaling an Established Amazon Footwear Business
Overview
Klone Lab manages successful Amazon storefronts and advertising programs for New Balance and Callaway footwear. The account already generated millions of dollars in sales, so the objective was not to build performance from scratch. The goal was to find additional opportunities to scale revenue, improve advertising efficiency, and maximize demand during high-impact promotional periods.
The Challenge
With a monthly advertising budget exceeding $20,000, the account required careful management across a large product catalog and an already mature campaign structure. Growth needed to come from strategic refinements rather than broad increases in spending.
Tentpole events such as Prime Day and Father’s Day also created short windows of heightened demand. Budgets, bids, targeting, and product priorities had to be adjusted quickly to capture additional traffic without sacrificing profitability or overspending too early.
My Role
To build on Klone Lab’s already strong performance, I focused on disciplined budget management, real-time campaign optimization, and clear reporting across both evergreen campaigns and high-demand tentpole events.
Oversaw monthly media budgets exceeding $20,000, with increased investment during major promotional periods.
Adjusted bids, budgets, targeting, and product priorities based on performance and demand.
Monitored campaign pacing closely during tentpole events to ensure budgets remained available during the strongest sales windows.
Analyzed product- and campaign-level results to identify opportunities for additional growth.
Communicated performance findings and recommendations through clear reporting and actionable next steps.
Strategic Approach
Evaluate Performance
Reviewed campaign, keyword, audience, product, and placement performance to identify areas where an already successful account could become more efficient.
Prioritize Scalable Opportunities
Shifted investment toward high-performing products, targeting strategies, and campaigns with the strongest potential to generate incremental sales.
Prepare for Tentpole Events
Developed event-specific budget and optimization strategies for Prime Day, Father’s Day, and other promotional periods, ensuring campaigns had sufficient funding during peak demand.
Monitor & Optimize
Closely tracked spending, sales, conversion, and ROAS throughout each campaign period, making ongoing bid, budget, and targeting adjustments to prevent underdelivery or inefficient spend.
The Impact
Through continuous optimization and strategic management, my efforts helped Klone Lab achieve:
15% increase in sales
16% improvement in ROAS
Millions of dollars in total sales
More efficient use of a $20,000+ monthly advertising budget
Stronger performance during Prime Day, Father’s Day, and other high-demand periods
+15%
Sales
+16%
ROAS
+13%
Conversions