CATE FRENCH
E-Commerce Marketer
Bloomfield,NJ
Summary
E-Commerce & Retail Media Leader focused on Amazon Ads, DSP, and AMC strategy across a portfolio of 20+ accounts in multi-brand retail media programs. Brings planning discipline, client counsel, and P&L-aware decision making to pacing, optimization, and tentpole risk management in ecommerce environments. Well positioned to support stronger sales, TACoS, and retention through structured marketplace execution.
Overview
15
15
years of professional experience
Work History
Media Director
ENVISION HORIZONS
Bloomfield, NJ
03.2025 - 09.2026
- Directed Amazon advertising strategy across an 18-brand portfolio spanning Beauty, Sun Care, Personal Care, Baby, Supplements, and CPG.
- Led integrated Sponsored Ads, DSP, and AMC strategy, balancing topline growth, TACoS, ROAS, inventory availability, launch priorities, and client expectations.
- Directed an account turnaround that reduced CPC 38% month over month, increased ad sales 68%, and improved ROAS from 2.8 to 4.2, helping total sales reach $1.55M at 9.1% TACoS.
- Led executive strategy presentations, QBRs, account resets, and scenario planning, translating complex media, inventory, and marketplace data into clear investment and growth decisions.
- Developed a DSP and AMC reset strategy for an at-risk client relationship, aligning cross-functional teams around a full-funnel recovery plan and earning recognition from leadership.
- Managed and coached Ads Specialists and Account Managers through goal setting, 1:1s, performance reviews, tentpole coverage, and account-specific strategy development.
- Initiated and led modernization of the department’s recurring optimization model, developing trigger-based workflows, decision frameworks, operating standards, training requirements, and automation opportunities.
- Developed an AI-enabled operating concept connecting sales velocity, advertising spend, and inventory signals to prioritized recommendations, action ownership, approval workflows, and client-ready briefs.
Founder, Director
ARCH MEDIA CONSULTING LLC
New York, NY
11.2019 - 03.2025
- Founded and led an e-commerce consultancy advising Beauty, Wellness, CPG, and Consumer Goods brands on end-to-end Amazon and Walmart strategy across advertising, pricing, content, inventory, fulfillment, and marketplace operations.
- Managed $500K+ in monthly advertising investment for Love Wellness, driving 22% year-over-year revenue growth while reducing TACoS 21% and ACoS 13%.
- Led 70% year-over-year growth for Head Country across Amazon and Walmart, surpassing full-year revenue targets by August and supporting development of a published client case study.
- Increased Amazon sales 91% month over month for Apollo Scooters while reducing advertising spend 52% through media and marketplace optimization.
- Built a full-service Amazon practice for performance marketing agency Black Propeller, spanning advertising, SEO, content, reviews, pricing, and operations, and achieved a 67% new-business win rate within its first six months.
- Served as Love Wellness’ embedded Amazon Director during a leadership transition, aligning cross-functional priorities while building SOPs, training frameworks, and internal marketplace capabilities.
Director, Amazon Ads & Paid Search
STELLA RISING
New York, NY
09.2017 - 10.2019
- Led Amazon Ads and paid search strategy across six high-margin Beauty, CPG, and Retail accounts representing more than $3M in annual billings.
Exceeded annual revenue goals by an average of 27% across three flagship beauty accounts: AHAVA, Jane Iredale, and Colorescience.
Managed and developed a team of seven full-time and freelance Amazon and SEM specialists, overseeing execution quality, coaching, and workload allocation.
Standardized budget-pacing processes, reducing SEM errors 90% within three months, and redesigned operational workflows that generated $125K in annual agency savings.
Integrated Amazon and SEM strategy into broader marketing initiatives, strengthening cross-functional planning and supporting client growth.
Partnered with agency leadership on new-business pitches, translating media strategy and performance insights into clear recommendations for prospective clients.
Led work featured in a Google-backed AHAVA case study highlighting sales gains from newly launched Smart Display campaigns.
Associate Director, Paid Search
HEARTS & SCIENCE
New York, NY
01.2015 - 01.2017
- Directed SEM, e-Retail Search, and YouTube strategy across 11 Procter & Gamble brands, managing $12M in SEM, $10M in e-Retail Search, and $25M in YouTube investment.
Identified $300K in annual savings by developing the business case for transitioning search management from Marin to DoubleClick.
Managed and developed a five-person team across New York and Dallas, overseeing strategy, execution, optimization, and workload allocation.
Co-authored and presented an integrated SEM and SEO strategy subsequently adopted across multiple P&G brands.
Developed a scalable YouTube whitelist solution that enabled campaigns to meet P&G’s strict brand-safety requirements.
Led collaboration across search, digital media, and analytics teams to align channel strategy, measurement, and execution.
Associate Director, Paid Search
STARCOM WORLDWIDE
New York, NY
01.2012 - 01.2015
- Led SEM and Paid Social strategy for Samsung Global, B2B, and Electronics, managing $8MM in advertising investment.
- Developed integrated online and offline media plans, aligning search strategy with Samsung's broader marketing and business objectives.
- Expanded SEM investment year over year, including securing a 125% budget increase within the B2B division.
- Authored two global SEM playbooks that standardized campaign planning and execution across 40+ Starcom and Samsung global offices.
- Led global training sessions that equipped regional SEM teams to adopt Starcom's proprietary Discoverability tool and standardized operating practices.
Education
Bachelor of Arts - Economics
TRINITY COLLEGE
Hartford, CTSkills
- Amazon Ads: Sponsored Ads & DSP
- Amazon Seller & Vendor Central
- Amazon Marketing Cloud (AMC)
- Walmart Connect
- Marketplace Operations
- Retail Media Performance Measurement
- Retail Media & Marketplace Strategy
Timeline
Media Director
ENVISION HORIZONS
03.2025 - 09.2026
Founder, Director
ARCH MEDIA CONSULTING LLC
11.2019 - 03.2025
Director, Amazon Ads & Paid Search
STELLA RISING
09.2017 - 10.2019
Associate Director, Paid Search
HEARTS & SCIENCE
01.2015 - 01.2017
Associate Director, Paid Search
STARCOM WORLDWIDE
01.2012 - 01.2015
Bachelor of Arts - Economics
TRINITY COLLEGE