Adam Caseley
Verified Expert in Marketing
Marketing Expert
Cottenham, United Kingdom
Toptal member since June 6, 2024
With 15 years of experience at Amazon and eBay, Adam is a seasoned expert in digital commerce, adept at overseeing hundreds of clients across diverse categories. From nurturing startups to guiding blue-chip brands, he has managed millions in global ad spend annually. Adam's strategic insights and proven track record make him the go-to professional for elevating any business to new heights and transforming its brand's online presence.
Project Highlights
Expertise
- Amazon
- Amazon Advertising
- Amazon Listings
- Amazon Marketplace
- Amazon SEO
- Amazon Seller Central
- Amazon Sponsored Ads
- Monday.com
Work Experience
Global Head of Marketplaces
SAB Power Limited
- Turned the company profitable within two months by overhauling ad spend and average selling price (ASP), bolstered by an updated promotional cycle.
- Initiated the launch of 11 Amazon Standard Identification Numbers (ASINs), with three serving as replacements for an outdated product range.
- Deployed multi-channel trading on Amazon EU and US, TikTok Shop, and eBay, driving incremental traffic via social platforms.
Head of Amazon Agency
Velocity Commerce
- Built the agency from scratch, recruited an entire team, and collaborated cross-functionally to expand and nurture the client base.
- Increased revenue from nothing to over £100 thousand monthly while maintaining a less than 10% churn rate.
- Developed all standard operating procedures (SOPs) for the UK and offshore teams to use via Loom, Monday.com, and Scribe.
eCommerce Manager
Marketplace AMP
- Assisted the managing director in implementing strategies and processes to enable the agency to grow from six clients to 30 within a year.
- Oversaw Amazon EU, US, and AU strategies for vendors and sellers with a combined annual ad spend of £6 million on Amazon Sponsored Ads and Amazon DSP.
- Supported implementation of Monday.com to streamline client communication and internal operations.
eCommerce Consultant
Freelance
- Collaborated with top 100 Amazon and eBay sellers on marketing strategies, product development, and brand registry processes.
- Partnered with 10 major clients to boost online key performance indicators (KPIs) – conversion, sales, and visits.
- Migrated clients to a multi-marketplace strategy encompassing Amazon, eBay, and Rakuten.
Project History
Amazon UK Growth
Enhanced the client's sales from £200 thousand to £1.8 million by crafting and implementing a growth strategy to boost their brand's performance.
I leveraged search data and off-Amazon traffic to develop various pack sizes and strengthen the brand’s presence. I also utilized the Amazon Subscribe & Save program to establish a robust foundation of monthly subscription sales.
New Product Development and Launch
Aided a brand in launching new products informed by Amazon search and share data, achieving a top 3 category ranking within five weeks, competing against well-known household brands.
Two brands dominated the dishwasher cleaner category, with low CVR share in the top 3 ASINs. My brand developed its product to perform better than the leading brands. With price and pay-per-click (PPC) action, high-ranking performance was achieved, and the brand moved into profitability with these ASINs.
High ASP Designer Led Brand
Launched and expanded a high ASP art brand on Amazon, concurrently combating and removing counterfeit products.
A high-value ASP art brand prominent in direct-to-consumer (DTC) sales discovered counterfeit versions on Amazon that threatened its reputation. I launched 52 ASINs on Amazon, which within six months amassed substantial five-figure monthly revenue. Continuous range optimization helped facilitate the brand’s development with a focus on design and product innovation.
Certifications
Amazon Marketing Cloud Certification
Amazon
Amazon Sponsored Ads Advanced Certification Assessment
Amazon
Amazon Sponsored Ads Certification Assessment
Amazon
Skills
Core
Conversion Rate Optimization (CRO), Paid Advertising, Digital Marketing, SEO Audits, Search Engine Optimization (SEO), Ad Campaigns, Content Creation
Platforms & Tools
Amazon FBA, Amazon SEO, Amazon Advertising, Amazon Marketing Services (AMS), Monday.com, Amazon Vendor Central
Other
Amazon, Amazon Listings, Amazon Marketplace, Amazon Sponsored Ads, Amazon Seller Central, Product Descriptions, Amazon Analytics, PPC Campaign Management, Marketplaces, Data Analytics (Marketing), Management, eCommerce, Inventory Management, Jira, Amazon Marketing Cloud (AMC)
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