Miya Cosmetics · Marketplaces · Beauty & Personal Care
Scaling marketplace growth through disciplined advertising and optimization
Starting point
Miya Cosmetics needed ongoing optimization of its Amazon and Walmart marketplace business — improving advertising efficiency while supporting profitable growth.
The challenge
Marketplace advertising had room to work harder. The business needed disciplined campaign management and continuous optimization across two platforms, not one-off fixes.
Strategy
I managed marketplace advertising across Amazon and Walmart as an ongoing program — restructuring campaigns, sharpening keyword strategy, and reallocating budget toward what performed.
Execution
Work included campaign restructuring, keyword strategy, budget allocation, structured reporting, and continuous optimization across both marketplaces — with decisions driven by performance data rather than guesswork.
Results
- Restructured advertising campaigns across Amazon and Walmart for greater efficiency
- Sharpened keyword strategy and budget allocation to protect profitability
- Established consistent reporting to guide ongoing optimization
- Supported profitable marketplace growth across both platforms
Verified performance figures — ROAS and ACoS improvements, revenue growth, and campaign-efficiency gains — are available from historical reporting and can be added here.
Marketplace advertising rewards discipline. The value wasn’t a single campaign; it was a steady operating rhythm — measure, restructure, reallocate — that compounds efficiency over time.
Services provided
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