Growth Playbooks
Paid ads (Google and Microsoft)
- Feed quality - titles, GTIN, attributes, availability
- Query sculpting - negatives, match types, campaign structure
- Bidding hygiene - ROAS targets, device and geo splits, dayparting
- Landing page congruence - message match and speed
- Creative testing cadence - new ads weekly, winners promoted
SEO and content
- Technical hygiene - faceted nav rules, canonicals, sitemaps
- Structured data - product, review, FAQ, breadcrumb
- Topic clusters - category hubs and internal links
- UX and speed - LCP, CLS, TTFB improvements drive crawl and rank
- UGC reviews - fresh content and trust signals
Email and CRM
- Lifecycle flows - welcome, browse abandon, cart abandon, post-purchase, winback
- Segmentation - RFM and engagement tiers
- Deliverability - list hygiene, warming, domain alignment
- Triggers - back-in-stock, price-drop, low-inventory
- A/B testing - subject, offer, creative, send time
On-site conversion
- Checkout - one-page, wallet payments, trust badges
- Payments and risk - routing, approvals vs friction
- Search relevance - synonyms, boosting, zero-result fixes
- Merchandising - hero slots, badges, personalized sort
- Policies - shipping, returns, warranty clarity
Promotions and merchandising
- Promo calendar - seasonality, tiers, exclusions
- Urgency testing - timers, thresholds, inventory indicators
- Bundles and attachments - increase AOV
- Price testing - elastic vs inelastic items
Marketplace ops
- Listing hygiene - titles, attributes, images, compliance
- Repricing and Buy Box - rules and guardrails
- Handling time and SLAs - fast ship, defect prevention
- FBA vs FBM - margin and control tradeoffs
Analytics and cadence
- North-star metrics - ROAS, conversion, AOV, repeat rate
- Experiment design - control, sample size, win criteria
- Weekly business review - scorecard and actions
- Attribution sanity checks - blended vs channel-level