Growth work spans Google Ads, Performance Max, Shopping, Amazon PPC, Merchant Center, product feeds, technical SEO, Search Console, conversion optimization and international acquisition.
Paid traffic taught me to respect the underlying system
Performance marketing is often described as campaign management, but ecommerce campaigns inherit the quality of the catalog, feed, price, landing page and fulfillment promise. Merchant Center problems can remove products from distribution before an ad strategy has a chance to work.
That made feed quality, product identifiers, pricing consistency, page experience and catalog structure part of the growth function.
Organic growth had the same dependency
Technical SEO on large ecommerce sites is another systems problem. Canonicals, sitemaps, internal links, schema, breadcrumbs, metadata, indexation and collection architecture need to work across thousands of pages rather than one carefully edited landing page.
The overlap between advertising, SEO and catalog operations reinforced the same idea: growth is strongest when the underlying commerce system is healthy.