etsy
etsy
Ad platform performance tools for 2.1M sellers
Ad platform performance tools for 2.1M sellers
Etsy Ads sellers couldn't interpret metrics or adjust campaigns when listings sold out.
MY ROLE
Led platform strategy, shipping 8 features
Built self-service tools
Drove 400-seller beta group
IMPACT
85% optimized budget
82% seller approval
Increased retention
Ad tech efficiency at scale
MY ROLE
Led platform strategy, shipping 8 features
Built self-service tools
Drove 400-seller beta group
IMPACT
85% optimized budget
82% seller approval
Increased retention
Ad tech efficiency at scale
MY ROLE
Led platform strategy, shipping 8 features
Built self-service tools
Drove 400-seller beta group
IMPACT
85% optimized budget
82% seller approval
Increased retention
Ad tech efficiency at scale
IMPACT
85% optimized budget
82% seller approval
Increased retention
Ad tech efficiency at scale
BUSINESS CHALLENGE
BUSINESS CHALLENGE
BUSINESS CHALLENGE
Advertisers couldn't stop ads on sold-out listings, wasting budget, and struggled interpreting performance metrics.
Advertisers couldn't stop ads on sold-out listings, wasting budget, and struggled interpreting performance metrics.
Advertisers couldn't stop ads on sold-out listings, wasting budget, and struggled interpreting performance metrics.
PROBLEM BREAKDOWN
Platform mapping: Tracked ad operations uncovering barriers in seller visibility.
Performance optimization: Built metrics dashboard (ROAS, CTR, CPC) with budget controls, pairing with data team on real-time aggregation.
Campaign management: Optimized access to controls and restructured bulk editing.
Attribution reporting: Modernized search terms analytics page yielding 77% helpful rating
PROBLEM BREAKDOWN
PROBLEM BREAKDOWN
Platform mapping: Tracked ad operations uncovering barriers in seller visibility.
Performance optimization: Built metrics dashboard (ROAS, CTR, CPC) with budget controls, pairing with data team on real-time aggregation.
Campaign management: Optimized access to controls and restructured bulk editing.
Attribution reporting: Modernized search terms analytics page yielding 77% helpful rating
PROBLEM BREAKDOWN
PROBLEM BREAKDOWN
Platform mapping: Tracked ad operations uncovering barriers in seller visibility.
Performance optimization: Built metrics dashboard (ROAS, CTR, CPC) with budget controls, pairing with data team on real-time aggregation.
Campaign management: Optimized access to controls and restructured bulk editing.
Attribution reporting: Modernized search terms analytics page yielding 77% helpful rating
IMPACT
IMPACT
IMPACT
400-seller beta validated features for 2.1M advertisers with 82% approval
Increase in 28+ day retention.
400-seller beta validated features for 2.1M advertisers with 82% approval
Increase in 28+ day retention.
400-seller beta validated features for 2.1M advertisers with 82% approval
Increase in 28+ day retention.
LOOKING BACK
Eng input on data complexity was key and I should have scoped with them earlier
My first attempt at platform mapping, then paired workshops unstuck us in hours
LOOKING BACK
LOOKING BACK
Eng input on data complexity was key and I should have scoped with them earlier
My first attempt at platform mapping, then paired workshops unstuck us in hours
LOOKING BACK
LOOKING BACK
Eng input on data complexity was key and I should have scoped with them earlier
My first attempt at platform mapping, then paired workshops unstuck us in hours