๐ฌ๐ผ๐๐ฟ ๐๐บ๐ฎ๐๐ผ๐ป ๐ฝ๐ฒ๐ฟ๐๐ผ๐ป ๐ต๐ฎ๐ ๐ป๐ผ ๐ท๐ผ๐ฏ ๐ฑ๐ฒ๐๐ฐ๐ฟ๐ถ๐ฝ๐๐ถ๐ผ๐ป. No
By James Wakefield ๐ก ยท October 16, 2026 ยท Curated by George's Blog
๐ฌ๐ผ๐๐ฟ ๐๐บ๐ฎ๐๐ผ๐ป ๐ฝ๐ฒ๐ฟ๐๐ผ๐ป ๐ต๐ฎ๐ ๐ป๐ผ ๐ท๐ผ๐ฏ ๐ฑ๐ฒ๐๐ฐ๐ฟ๐ถ๐ฝ๐๐ถ๐ผ๐ป.
No KPIs. No budget. No defined scope. Just "look after Amazon."
They manage ads one week and chase suppressions the next. They handle returns queries in the morning and content uploads in the afternoon.
Nobody wrote down what the role actually is. So nobody can measure whether it is working.
This is not a people problem. It is a structure problem.
Every other channel in your business has a plan. Retail has targets. DTC has a budget. Social has a content calendar.
๐๐บ๐ฎ๐๐ผ๐ป ๐ด๐ฒ๐๐ ๐ฎ ๐ฝ๐ฒ๐ฟ๐๐ผ๐ป ๐ฎ๐ป๐ฑ ๐ฎ ๐น๐ผ๐ด๐ถ๐ป.
That person is doing their best. They are not failing. They were never set up to succeed.
Write the job description. Define the KPIs. Set the budget. Then ask whether one person can deliver it.
The answer tells you whether you need a team, a partner, or both.
๐ฆ๐๐ฟ๐๐ฐ๐๐๐ฟ๐ฒ ๐ฐ๐ผ๐บ๐ฒ๐ ๐ฏ๐ฒ๐ณ๐ผ๐ฟ๐ฒ ๐๐๐ฟ๐ฎ๐๐ฒ๐ด๐. If the role is not defined, the channel cannot be managed.