Digital Media Manager - Perfume Worldwide / Patina Brands
- Alberto Carniel
- May 23, 2021
- 2 min read
Updated: Jul 26
In this chapter of my #WorkExperience, I’ll share my role as Digital Media Manager at Perfume Worldwide, where I worked from September 2020 to September 2021, primarily under a new division called Patina Brands.
About Perfume Worldwide
Perfume Worldwide is a global distributor and wholesaler of beauty products based in Ronkonkoma, New York. It's part of The PCA Group of Companies, which also includes 3OVO Logistics—a warehousing and logistics solution.
Midway through my tenure, the company created a specialized marketing division: Patina Brands—a strategic growth investor that manages a portfolio of over 1,000 brands including Pupa Milano, Aeropostale, Cristiano Ronaldo, IDUN Minerals, Ferrari, and Mercedes Benz.worked under this department.
My Role
📍 Position: Digital Media Manager
📍 Timeframe: September 2020 – September 2021
📍 Location: Hybrid – Ronkonkoma, NY
📍 Type: Full-Time
My mission?
Build scalable, high-performing advertising systems for a complex multi-brand environment. I managed a $2M+ annual ad budget, led the Amazon Ads team (5 people), and transitioned our performance marketing stack into a modern, AI-driven machine.
Key Achievements
✔ Managed over $2M/year in ad spend across multiple marketplaces and platforms
✔ Reached peak Amazon ROAS of 9
✔ Consistently delivered average ROAS > 6 across accounts
✔ Led the transition from manual and basic automation to full AI-powered ad tech (Kenshoo)
✔ Rolled out Teamwork as the agency-wide project management tool, introducing structured workflows across departments
What I Did
Managed paid advertising across Amazon, Walmart, eBay, Google Ads, and social media
Led and trained a team of 5 Amazon specialists
Optimized performance using Sellics, Helium 10, and eventually transitioned to Kenshoo for smarter, automated decision-making
Introduced Teamwork to streamline project workflows across departments
Ensured consistent ROAS growth for over 100 brands in the portfolio
Built strong cross-functional alignment between ad ops, creative, and brand teams
Tech Stack
🛠️ Advertising & Marketplaces: Amazon Ads, Walmart Ads, Google Ads, Facebook Ads, eBay
📊 Automation & AI: Sellics, Helium 10, Seller Labs, Kenshoo
📈 Reporting: Google Data Studio
🎨 Design: Adobe Photoshop
🗂️ Project Management: Teamwork, Slack
📣 Social Media: Sprout Social
📁 Admin: Google Workspace, Office
This role was a mix of scale, speed, and structure. From zero workflow to full operational efficiency, I helped transform a chaotic, high-volume ad environment into a well-oiled revenue-driving machine.
Want to bring clarity and scale to your digital media operation?
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