The brand had been burned by an agency. There was no structure left to inherit.
By George Barnett Reid 👀 · October 16, 2026 · Curated by George's Blog
The brand had been burned by an agency. There was no structure left to inherit.
The person we placed did not ask to take it all on day one. He asked for it one piece at a time.
"Week one you take this, week two you take this. That allowed me to do everything properly. I've been able to do a lot of testing."
Ten months later, in his words:
"We are hitting profitability levels they hadn't seen in a long time. They've trusted me for that. After that they've given me not only Amazon US, but also Canada."
Same profit as last year on materially fewer units, because the efficiency is better.
This is a company doing millions on Amazon, whose ads are run by one person, remotely, who they had never met in a room.
The thing that made it work was not the hire on its own. It was letting him take it over at a pace that let him do it properly.