Managing a $1M+ Multi-Brand Retail Media Portfolio: Beauty by Imagination (BBI)

Overview

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 campaigns across this portfolio, which frequently represented more than $1 million in annual ad spend.

The Challenge

Each brand served a different audience and price point, from everyday hair accessories to premium curl care and professional styling tools. The account required distinct strategies for established products while also successfully introducing new products, collections, and bundles.

Key launches and product lines included:

Goody Sport
Wet Brush Iridescence
Bio Ionic GoldPro
Ouidad product bundles
Additional new products and seasonal collections across the portfolio

The challenge was to generate awareness and initial sales for new items without losing efficiency across established, high-volume products.

My Role

I created and managed a large volume of campaigns across Amazon Search advertising and Amazon DSP, including:

Sponsored Products, Sponsored Brands, and Sponsored Display campaigns
Amazon DSP prospecting and retargeting campaigns
Branded, non-branded, category, competitor, and product targeting
Campaigns supporting new product and collection launches
Budget pacing and allocation across four brands
Keyword research, search-term analysis, bid optimization, and negative targeting
Audience development and full-funnel media strategy
Promotional and major retail-event support
Performance reporting and client recommendations

Strategic Approach

Assessing the Opportunity

I evaluated each brand, product line, audience, price point, and stage of awareness. This helped determine whether the priority was supporting an established product or launching something new.

Building the Campaign Strategy

I developed brand- and product-specific plans across Amazon Search and DSP, selecting the right mix of branded, non-branded, category, competitor, prospecting, and retargeting tactics.

Launching & Managing Ads

I created and managed a high volume of Sponsored Products, Sponsored Brands, Sponsored Display, and DSP campaigns. Budgets, targeting, creative, and messaging were organized by brand, product line, funnel stage, and campaign objective.

Optimizing & Scaling

I analyzed keyword, search-term, audience, and product-level performance, then adjusted bids, budgets, targeting, and campaign structure. Strong-performing products and audiences received additional investment, while inefficient spend was reduced or redirected.

The Impact

My campaign strategy and ongoing optimization contributed to:

20% increase in sales
10% increase in ROAS
20% increase in conversions
Successful advertising support for established products, new launches, collections, and bundles
More effective budget pacing during high-spend tentpole events
Improved coordination across Amazon Search and DSP
Greater visibility into performance across five distinct beauty brands

+20%

Sales

+10%

ROAS

+20%

Conversions