Drafted Commerce manages Amazon Advertising for consumer brands, from emerging labels to $500M portfolios. The same playbook extends to Walmart and 20+ retail media networks, and the same rigor runs our category audits and acquisition diligence for private equity.
We run four practices. We grade ourselves on three outcomes. The audit tells you which one matters most for your category, your stage, and your margin profile.
A written kill list, an algorithmic rotation, and a margin-first ACoS band before any growth lever. Every dollar earns its place or gets pulled.
Priority terms captured organically, then paid spend de-escalated. Lower customer acquisition cost, higher repeat margin, durable rank that doesn't evaporate when the budget pauses.
We share our processes, algorithms, and reporting with every client. Your team can take the operation in-house whenever you're ready. No vendor lock-in.
Advertising is the core practice. The other three make it compound. Each ships a written deliverable inside the audit and has a full solution page.
Algorithmic rotation tuned for organic rank.
Our core practice. Target-consumer mapping, predictive search-term analytics, and an algorithmic rotation engine tuned for organic rank gravity, not just ACoS.
Audit, build, hire. Stand up an in-house data org.
We assess your stack, your team, and your reporting; then design the systems and the hires you need to take the operation in-house.
Investment-grade evaluation before you commit.
Market viability, demand size, ceiling above competitor offerings, and the path to top-quartile margin.
Who's actually buying and why they convert.
We map motivations, journey context, and category share so you spend on segments that move.
A predictable cycle. Each stage has a graduation metric. Brands move forward when the number is met, not on a calendar.
Profitability first.
Target margin. Lower spend on terms that don't earn organic gravity.
Expand reach.
Increase keyword targets and budgets in adjacent demand spaces.
Compound rank.
Slow, charted growth. Build organic rank momentum that compounds.
Earn organically.
Hit priority phrases organically, then de-escalate paid on those terms.
Accelerate.
Aggressive growth targets. Larger share of voice once margin is locked.
Profitability first.
Target margin. Lower spend on terms that don't earn organic gravity.
Expand reach.
Increase keyword targets and budgets in adjacent demand spaces.
Compound rank.
Slow, charted growth. Build organic rank momentum that compounds.
Earn organically.
Hit priority phrases organically, then de-escalate paid on those terms.
Accelerate.
Aggressive growth targets. Larger share of voice once margin is locked.
A growing brand engaged Drafted to increase topline revenue. Sales increased and held position as organic search took over more of the topline share, with ad spend falling on terms already won organically.
Implemented a full rotational ad strategy with topline revenue as the KPI to track against.
Increased the breadth of key phrases and drove traffic to top-searched phrases with the lowest barrier to entry.
Rotated ad spend to more challenging terms as organic sales took over more of the topline share.
Maintained lower ad spend on terms with optimal organic positions and shared the rotation methodology with the in-house team.
Drafted Commerce has consistently shown that they are true experts at understanding end-to-end eCommerce. The team brings analytics expertise to drive business goals and ensure best-in-class customer experience.
In a market where it's extremely difficult to navigate pitch and expected execution from partners, Drafted takes it to the next level. Their execution and data-market insights have allowed us to build a strong foundation.
Three ways brands work with us, from full advertising management to analytics for sellers and vendors.
Amazon and Amazon DSP at the core, with Walmart, Instacart, Criteo, and 20+ retail media networks run from the same playbook.
A dedicated account manager, two eCommerce directors, an analyst, and an ad team. Weekly business reviews, monthly strategy.
1P, 3P, and hybrid operating models with SP-API-compliant analytics and Brand Analytics integration.
We advise private equity firms on CPG acquisitions, primarily on the Amazon seller and vendor side. Buy-side and sell-side: ad-spend defensibility, organic-rank durability, and quality of revenue by category share.
Every relationship starts with a fixed-fee category audit, scoped and agreed before we start. Most clients move into a monthly retainer after the audit closes; some don't, and we are fine with both outcomes.
4 to 6 weeks
Scoped to retailer count and SKU breadth, agreed before we start. Written report with go / hold / partner recommendation. No obligation to continue.
Reply within one business day.
4 practices · Weekly business reviews · Monthly strategy
Most partnerships begin after an audit.
The principles behind the playbook, written by the people who run client engagements.
Most service firms in our category guard their internal IP. We share our processes, algorithms, and reporting with every client, because lasting value comes from in-house capability, not vendor lock-in.
Paid spend is a means to durable organic rank. We rotate budget toward terms that compound and pull it from terms that only consume.
Reporting should ladder to profit, not channel dashboards. Every engagement builds reporting a CFO, a board, or an acquirer can trust.
Three partners. No bench of unnamed associates. The partners run the engagements directly.
Chief Executive Officer
Former CFO of Pattern, the largest US 3P reseller. Global CFO at InXpress. Aligns strategy, finance, and execution.
Co-founder & Partner
Ex-VP eCommerce at Pattern. Led eCom at Hyland's, Unilever, and Schiff Nutrition (acquired by Reckitt Benckiser). Advised hundreds of brands across the category.
Co-founder & President
Financial audit and serial entrepreneur. Built valuation algorithms and automated advertising platforms for CPG brands, agencies, and institutional investors.
We keep our partner roster small so each client gets directors, an analyst, and an ad team. The match below is the heuristic we use on a first call.
We use this to scope the fixed-fee band and assign the right partner. Reply within one business day.
