Ash McMullen, e-commerce lead at Advantice Health, shares how a strategic re-launch of their brand Triple Paste on Amazon led to a 5x increase in sales and a top-3 category ranking within two years. This episode breaks down the critical elements of their success, focusing on strategic content investment, a holistic full-funnel approach beyond traditional ROAS, and fostering cross-functional team alignment.
Key takeaways
Shift focus beyond traditional ROAS to broader, more relevant metrics aligned with overall strategy, even planning for deteriorating ROAS in the journey for long-term growth.
Prioritize "content, content, content" and learn how to effectively position investment in content to executives for maximum impact.
Implement a product variation strategy to enhance the shopper experience and boost discoverability on Amazon.
Cultivate strong relationships with your finance team to align marketing tactics with content strategies and secure budget for key initiatives.
Monitor leading indicators like new-to-brand percentage, traffic source analysis, and overall sales trends to track progress toward larger market share goals.
In this episode, host Kiri Masters interviews Ash McMullen, the e-commerce lead at Advantice Health, the company that manufactures the brands Amlactin, Kerasal, and more. Ash recently presented a case study about Advantice's portfolio brand "Triple Paste" at eTail West in Palm Springs, sharing how a strategic re-launch of this brand on Amazon ultimately led the product to become a top-3 seller in its category and 5X-ing total sales on Amazon within 2 years. In this conversation you'll learn: How a 'full-funnel' approach was key to success - looking beyond ROAS (even planning for deteriorating ROAS in the journey) was key. Ash discusses the need to shift focus from traditional metrics like ROAS to broader, more relevant metrics aligned with the overall strategy. This shift allows for a more comprehensive evaluation of campaign success. The number one component for the re-launch? "Content, content, content" and how Ash positions investment in content to executives. How a product variation strategy enhances the shopper experience. How to have a great relationship with your finance team. Ash values collaboration between different teams, particularly with the finance team, to align marketing tactics with content strategies. Leading Indicators like new-to-brand percentage, traffic source analysis, and overall sales trends to ensure you're tracking toward a bigger goal like market share. What Ash is excited about in ecommerce, and what she's changed her mind about.
Frequently asked about this episode
What does this episode say about amazon strategy?
Shift focus beyond traditional ROAS to broader, more relevant metrics aligned with overall strategy, even planning for deteriorating ROAS in the journey for long-term growth.
What does this episode say about content marketing?
Prioritize "content, content, content" and learn how to effectively position investment in content to executives for maximum impact.
What does this episode say about e-commerce growth?
Implement a product variation strategy to enhance the shopper experience and boost discoverability on Amazon.
What does this episode say about team collaboration?
Cultivate strong relationships with your finance team to align marketing tactics with content strategies and secure budget for key initiatives.
What does this episode say about amazon strategy?
Monitor leading indicators like new-to-brand percentage, traffic source analysis, and overall sales trends to track progress toward larger market share goals.
