Director, E-Commerce
Kindthread — Landau, White Cross, Scrubs & Beyond
2023–2024
Amazon channel P&L, catalog, advertising, 3PL migration

Role
Company
Years
Scope

A stalled Amazon channel, rebuilt from the catalog up — and the only channel in the company to beat its plan.

1. Situation

Kindthread manufactures multiple national healthcare apparel brands. The Amazon channel was underperforming: flat growth, soft organic visibility, and ad spend that wasn't translating into efficient revenue. The business was split across Vendor Central and five outside sellers, so neither the margin nor the brand presentation was actually ours.

The instinct is always the same — turn up the advertising. But spending harder against an underperforming channel just buys traffic for a store that isn't ready to convert.

2. Diagnosis

The constraint wasn't traffic. It was the catalog and the structure underneath it.

Listing by listing, the pattern was clear: titles and content weren't earning organic placement, variation structure worked against discoverability, and advertising was layered on top — paying to send shoppers to listings not built to win the click or the conversion. A foundation problem, not a spend problem.

And underneath that, a control problem. Running 1P through Vendor Central alongside five approved sellers meant no single owner of pricing, presentation, or margin.

3. Build

Catalog and content first. Reworked listing structure, variation relationships, and product data. Complete content rewrites, A+ upgraded to Premium A+, Brand Store refreshes, Brand Registry reclaims, and enforcement against unauthorized sellers.

Took the channel in-house. Ran the 1P versus 3P analysis and executed the outcome: phased the business off Vendor Central onto in-house Seller Central, and pitched and executed a phased termination of selling approval across five vendors. Required Finance, Legal, and five external vendor relationships to move in sequence without interrupting revenue.

Advertising rebuilt to match. Restructured the ad account so $200K in annual spend reinforced listings now built to convert rather than subsidizing the ones that weren't. Owned in-console: campaign structure, targeting, budget allocation, efficiency.

Ownership and reporting. Held the Amazon P&L as a member of the Senior Leadership Team, presenting monthly performance, forecasts, and recommendations to the C-suite and the company's private equity sponsor.

4. Result

The only channel in the company to meet and exceed its sales goal for FY2024 — achieved while a significant share of available assortment was rationalized out of the catalog.

That last detail is what makes it credible. Growth came from merchandising and content execution, not from having more to sell.

Also launched four premium product lines from zero to revenue across two brands, and served as point person on a 3PL migration and WMS integration.

5. What it shows

When a channel underperforms, the leak is usually upstream of the ad budget — in the catalog, the data, and the structure. Find it there first, and growth stops being something you have to buy.