Alex Ryan

Founder & CEO of Amazon Marketing & Advertising Agency

AdAffluent • Fulltime

Oct 2024 - Present • 1 yr 7 mos

AdAffluent is the Amazon PPC agency built exclusively for fashion footwear brands struggling with variation chaos and ad waste. THE PROBLEM WE SOLVE: Footwear sellers have 40-200+ SKU variations. Generic agencies optimize keywords. We optimize for buyer personas — the only strategy that works when you have size × color × style complexity. THE PERSONAPULSE METHODOLOGY: Week 1: Surgical Amputation Audit → Analyze 60-day bulk data, expose 30-50% browser waste → Cluster search terms into 6-8 buyer personas Week 2: Campaign Rebuild → Kill keyword silos, build 8-12 persona-isolated campaigns → Variation-specific targeting (wide-fit, arch support, etc.) Week 3: AMC Audiences & Retargeting → Build custom AMC audiences (cart abandoners, repeat buyers, competitor shoppers) → Activate bid boosting across SP, SB & SD campaigns Week 4: Profit Lock & Handover → Deliver profit-focused dashboard (not ACOS vanity) → Self-run playbook for ongoing optimization RESULTS: ✦ $2.1M+ managed ad spend across fashion footwear ✦ 20-40% sales growth is typical in 60-90 days ✦ 30%+ wasted ad spend eliminated ✦ Clients include Cape Robbin Inc, Zagarello, Miko Hardware, and growing Amazon brands

Amazon PPC Strategist & Manager

CapeRobbin Inc • Freelance

Mar 2024 - Sep 2024 • 6 mos

Led Amazon PPC strategy for Cape Robbin, a major fashion footwear brand with 200+ SKU variations. KEY RESULTS: ✦ Managed $100K+/month ad spend — largest footwear account in my portfolio ✦ 18% revenue boost in first 30 days ($514K → $610K) ✦ Maintained ACOS under 40% while scaling aggressively ✦ 90% budget on new-to-brand customer acquisition (not branded defense) WHAT I LEARNED: This role shaped the PersonaPulse methodology. Managing 200+ variations taught me that keyword optimization fails at scale — you need persona-based campaign structures to handle footwear complexity. The strategies I developed here became the foundation for AdAffluent.