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Performance Marketing Manager - National Tree Company

Updated: Jul 26

In this chapter of my #WorkExperience, I’ll walk you through my time as Performance Marketing Manager at National Tree Company, a role I held from April 2021 to April 2022.



About National Tree Company


National Tree Company logo
National Tree Company squared logo.

With more than 60 years of market leadership, National Tree Company is a US-based importer and wholesaler specializing in artificial Christmas trees, wreaths, and seasonal decorations.


Since 2019, the company has expanded into year-round home décor, artificial greenery, outdoor furniture, and lifestyle accessories.








My Role


📍 Position: Performance Marketing Manager

📍 Timeframe: April 2021 – April 2022

📍 Location: Remote – Cranford, New Jersey📍 Type: Full-Time


I was brought in to replace the digital agency that previously handled National Tree Company’s advertising—and in less than a year, I outperformed them across the board.


With full ownership of a $2M+ annual digital ad budget, I managed advertising across all major platforms including Amazon, Wayfair, Walmart, Lowe’s, Macy’s, Target+, Facebook, Instagram, and Pinterest.



Key Achievements


✔ Amazon Ads 📈 Best ROAS: 42.82 | Average ROAS: 24.00 💡 Increased ad sales by +27.56% 💸 Reduced ad spend by –26.1% YoY


✔ Wayfair ROAS: 26.5


✔ Lowe’s ROAS: 7.0


These results were achieved through hands-on campaign management, data-driven optimizations, and a deep understanding of each platform's algorithm and user intent.

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.


What I Did


  • Took full control of media buying and campaign optimization across all channels

  • Deployed automation and AI tools (like Sellics, Criteo, and Helium 10) to scale efficiently

  • Ensured a consistent, brand-safe message across every touchpoint

  • Prioritized performance while maintaining strategic visibility throughout the funnel

  • Delivered executive-level reporting, insights, and forecasts



Technologies Used


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


📊 Reporting: Google Data Studio, Google Sheets


🧠 Automation & AI: Helium 10, Sellics, Criteo, Quartile


🎨 Creative Tools: Adobe Photoshop, Adobe Premiere


📅 Project Management: Monday.com, Microsoft Teams


📣 Social Media Management: Hootsuite


📁 Admin: Google Workspace, Microsoft Office



I wasn’t just optimizing campaigns—I was elevating the brand, hitting hard KPIs, and turning seasonal spikes into year-round performance.


If you're tired of average ROAS and want campaigns that actually scale profitably, let’s talk.



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