Jim Miller
Jim Miller
About
Detail
Head of Marketing
Newport, Wales, United Kingdom
In video games, button mashing gets you killed.
In Amazon marketing, tactics without strategy drain the budget the same way. I stop the button mashing.
I lead the marketing function at Full Circle, where we run Amazon advertising for DTC brands. Most agencies sell you more ads. We run a diagnostic on the business logic first such as inventory gaps, ACoS leaks, brand defence holes and the bugs that stay invisible when you only watch revenue.
The framework is Mark Ritson's, not mine: (backed up by lived experience)
Diagnosis → find the glitch
Strategy → build the patch
Tactics → execute the run
In practice that means setting marketing strategy against commercial growth targets, owning brand positioning and competitive category analysis, and holding budget decisions to incrementality rather than attributed ROAS. I lead the team delivering it across PPC, DSP and client services, and report performance and forecast to client boards.
The marketing theory is borrowed too — Binet and Field on the 60/40 split, Ehrenberg-Bass on penetration, Byron Sharp on mental availability. Almost nobody applies it to retail media. That's the entire edge.
70+ brands. $200M+ in managed ad spend. Marketing Week MiniMBA in Marketing, Distinction.
The pattern never changes: sellers optimising the wrong metrics while the real problems stay invisible. If you think your Amazon strategy has a bug, I'll look at the code. No pitch, just a diagnosis.
In Amazon marketing, tactics without strategy drain the budget the same way. I stop the button mashing.
I lead the marketing function at Full Circle, where we run Amazon advertising for DTC brands. Most agencies sell you more ads. We run a diagnostic on the business logic first such as inventory gaps, ACoS leaks, brand defence holes and the bugs that stay invisible when you only watch revenue.
The framework is Mark Ritson's, not mine: (backed up by lived experience)
Diagnosis → find the glitch
Strategy → build the patch
Tactics → execute the run
In practice that means setting marketing strategy against commercial growth targets, owning brand positioning and competitive category analysis, and holding budget decisions to incrementality rather than attributed ROAS. I lead the team delivering it across PPC, DSP and client services, and report performance and forecast to client boards.
The marketing theory is borrowed too — Binet and Field on the 60/40 split, Ehrenberg-Bass on penetration, Byron Sharp on mental availability. Almost nobody applies it to retail media. That's the entire edge.
70+ brands. $200M+ in managed ad spend. Marketing Week MiniMBA in Marketing, Distinction.
The pattern never changes: sellers optimising the wrong metrics while the real problems stay invisible. If you think your Amazon strategy has a bug, I'll look at the code. No pitch, just a diagnosis.
