What structured management actually delivers.
Three client accounts. Full case histories from situation through execution to results.
From bleeding ad spend to controlled growth
US kitchenware brand generating ~$380K/year on Amazon. ACoS stuck at 42% with every SKU lumped into a single Sponsored Products campaign. Revenue was growing month over month, but ad-attributable margin was shrinking. The seller couldn't tell which products were actually profitable to advertise.
- Audited 8 months of search term data to identify converting vs. wasting terms across all ASINs
- Rebuilt campaign structure by intent tier: branded exact, competitor exact, category broad, auto-discovery
- Implemented live negative keyword harvesting with a documented weekly schedule
- Set product-level ACoS targets tied to actual margin, not a blanket % across all SKUs
- Rewrote titles and bullets on the top 5 revenue ASINs to improve ad relevance and organic rank
Same traffic, double the revenue
EU skincare brand doing ~EUR 220K/year through Shopify DTC. Conversion rate sat at 1.4% with 12K monthly sessions. They had an email list of 8,000 subscribers and zero automated flows set up - essentially leaving email revenue at zero. The owner was spending more on paid traffic trying to grow, when the store itself was leaking money.
- Analytics audit: identified 68% exit rate on product pages and 82% cart abandonment as the main leaks
- Rebuilt all product pages: image sequence, description hierarchy, social proof placement, variant selector UX
- Removed account requirement from checkout - the single biggest friction point in the funnel
- Built 4 Klaviyo flows from scratch: abandoned cart (3-email), post-purchase (4-email), winback, browse abandonment
- Added trust signals above the fold: security badges, returns policy, review count, shipping threshold indicator
Founder out of day-to-day tickets in 30 days
US supplement brand at ~$180K/year. The founder was spending 2-3 hours every single day on support tickets, return processing, inventory checks, and listing updates. He had tried hiring one freelance VA directly - she quit after 6 weeks, taking all operational knowledge with her. No SOPs existed. The business couldn't scale because operations required the founder's involvement in everything.
- Documented 14 recurring tasks into step-by-step SOPs with Loom walkthroughs covering every edge case
- Built a 3-VA pod with clear role separation: Amazon operations, Shopify operations, customer support
- Created a weekly ops summary format - everything the pod handled delivered in a 5-minute read
- Set escalation rules: defined exactly which decisions get handled vs. which need founder input
- Ran a 30-day parallel period where Abdul and VAs worked alongside each other before full handoff
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