Building an Amazon influencer machine from zero

Challenge

A fast-scaling Amazon beauty brand needed a repeatable creator acquisition system — not one-off campaigns. No org, no data pipeline, no partner playbook.

Strategy

• Design an org structure around creator, affiliate and Amazon-native funnels.
• Move influencer marketing from awareness spend into a measurable revenue line.
• Ship a KPI framework tied to ROAS, CAC and share of company revenue.

Execution

• Hired and led 3 analysts and 5 partnership managers; built reporting, forecasting and performance reviews.
• Built the Amazon affiliate ecosystem across creators, Amazon Influencer Program and performance partners.
• Ran creator funnels end-to-end — recruitment, briefing, product seeding, content approval, attribution.
• Owned $400K+ in monthly spend across paid amplification, seeding and creator fees.

Results

• 200%+ ROAS held across the program at scale.
• 3–7% of total company revenue attributed to the influencer ecosystem.
• Department transitioned to autonomous operations after 18 months.