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Performance Marketing Manager - National Tree Company

Updated: Aug 16, 2022

In this chapter of my #WorkExperience, I will tell you about my job position at National Tree Company, which I began in April 2021 and ended in April 2022.


National Tree Company logo
National Tree Company squared logo.

About National Tree Company

Headquartered in New Jersey (USA), National Tree Company has dominated for 60 years the US market of artificial Christmas trees, wreaths and garlands. From 2019, it expanded its inventory becoming an all-around importer and wholesaler for home decor.

Its catalog includes seasonal and holiday decorations, artificial shrubberies and topiaries as well as outdoor furniture and accessories.


April 2021 to April 2022. Employment type: full-time.


Amazon: best ROAS: 42.82; average ROAS: 24. Increased ad sales by 27.56% and decreased ad spend by 26.1% in 2021 compared to previous year;

Wayfair average ROAS: 26.5;

Lowe’s average ROAS: 7.

National Tree Company's advertising performance on Amazon
Alberto Carniel's average Amazon advertising performance for National Tree Company.

National Tree Company's advertising performance on Wayfair
Alberto Carniel's average Wayfair advertising performance for National Tree Company.

National Tree Company's advertising performance on Lowe's
Alberto Carniel's average Lowe's advertising performance for National Tree Company.

Main activities performed

  • Responsible for all media and digital advertising (>$2M/year budget).

  • Manages one-handed digital advertising campaigns on Amazon, Wayfair, Walmart, Lowe’s, Macy’s, Target+, Facebook, Instagram and Pinterest;

  • Uses AI and ad automations to drive sales on multiple marketing channels (eg: Sellics, Helium10, Criteo).

I came in as a performance marketing manager substituting a digital marketing agency that was previously taking care of National Tree Company advertising.

In less than one year and single-handedly, I outclassed the agency performance doubling their results.

My primary objective is to attain a consistent >5 ROAS on multiple marketing channels ensuring a flawless brand message.

Main technologies used

  • Admin: Google Workspace, Office;

  • Advertising: Amazon Advertising, Wayfair Sponsored Products, Walmart Advertising, Target+, Lowe’s Ads, Macy’s Ads, Facebook Ads, Instagram Ads, Pinterest Ads;

  • Graphic design: Adobe Photoshop, Adobe Premiere;

  • Marketing automation: Helium 10, Sellics, Quartile, Criteo;

  • Project management: Monday, Microsoft Teams;

  • Reporting: Google Data Studio, Google Sheets;

  • SMM: Hootsuite.


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