Jamie Roller

    Roller Strategy (1)

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    Unlock your consumer brand’s potential.

    Expert advisory for marketplace strategy & growth.

    Book a free consultation ->

    Why choose Roller Strategy?

    Roller Strategy offers personalized, expert-driven Amazon and marketplace growth and go-to-market consulting that is highly strategic, bespoke, and grounded in practicality to drive real results.

    I have a extensive experience driving growth as both a strategic and operational leader, with 10 years of industry and in-house experience.

    As a solo consultant, I offer cost- and time-effective support that larger agencies and less experienced contractors can’t match.

    Read on to hear how I can offer you expert partnership solutions to meet your unique needs.

    Who I work with

    Who you are

    I partner with founders, CEOs, and senior leaders of growing consumer brands ranging from dynamic startups to established companies with 9-figure revenue.

    Your pain points

    I specialize in helping brands who are facing roadblocks to their growth on Amazon and marketplaces, and are lacking strategic vision, plans and systems that are proving supportive of your goals.

    What you’re looking for

    You’re looking for strategic guidance and not short-term fixes — someone who is solely focused on your business goals with experience as a senior leader and decision maker. You’re looking for someone with proven success driving growth and insight on exactly what’s working today. You want clear plans with KPIs tied to practical actions that support your overall business growth. If you work with me, you get all of this - you’re not just getting a consultant, you’re getting a dedicated and partner with proven results achieving growth in many environments.

    How I fill the gaps

    I offer unique value for clients with Amazon operations in place, but who currently lack strategic insights and experience on how to drive market share growth on Amazon.

    Often, that includes clients who don’t have dedicated leadership in place for their Amazon channel and need ad-hoc or stopgap support.

    What I can offer you

    Marketplace strategy development and planning

    Strategy & Roadmapping

    Develop comprehensive strategies and roadmaps to help you grow incremental revenue from marketplaces, based on the latest trends in the industry. Or, lead your team through strategy formation and roadmapping in a guided session.

    Performance Diagnostic & Tracking

    Diagnose performance and growth issues. Work with you to set actionable OKRs and an action plan that support your targets. Put in place tracking and analyzing of performance metrics to drive decision-making.

    Customized GTM Plans

    Tailored planning for entering and expanding in key marketplace channels, including assortment and merchandising strategies.

    Pricing Strategies

    Develop pricing models that drive sales and maintain margins.

    Marketing & Ad Strategy

    Craft effective ad strategies to maximize visibility, sales and incrementality, based on your current scale and budget. Work with ad team to execute and monitor campaigns.

    Operational structure & streamlining

    Provide guidance on how to manage operations, structure a team, and use external support to manage the complexities of marketplace operations. Provide team guidance and support.

    Advisory, coaching, and mentoring

    Strategic & Executive Advisory

    Provide expert guidance to leadership teams on marketplace strategies, including market entry, expansion, competitive positioning, and strategic and tactical decision support.

    Performance Coaching

    Work with teams to enhance marketplace performance, optimize workflows, and achieve business objectives.

    Startup Mentoring

    Guide founders and startup teams through the complexities of marketplace management, from initial setup to scaling operations.

    Career mentoring

    Support individuals looking to advance their careers in eCommerce.

    See how my services are structured here →

    Read about some past successes

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    Case study 1: Streamlining and reinvigorating Amazon growth

    • Partner: A multinational, category-leading challenger personal care manufacturer and marketer with an 8-figure Amazon channel.
    • Challenge: The brand was organically growing on Amazon off the back of their DTC success, but had few processes in place to manage channel complexities, and faced multiple channel risks like resellers and decline in growth due to expanding retail presence.
    • Strategy: I crafted multiple, successive strategies, first developing a baseline of rigorous merchandising and marketing processes. We established a channel defence strategy to combat against resellers which we operationalized with the Amazon team. Finally, I developed and implemented a marketing and pricing strategy to reinvigorate growth.
    • Outcome: The strategy was successful, achieving target levels of growth. Traffic, which had been declining, was nearly 30% higher than expectations, while conversion rates remained on track.
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    Case Study 2: Managing the launch of luxury beauty on a fast-growing marketplace

    • Partner: I partnered with 9 leading Estee Lauder Company brands. They were the flagship brands inaugurating the launch of the luxury beauty category for a large online marketplace and retailer. I was responsible for managing the launch, from translating strategies, to analytics and modelling, through to execution.
    • Challenge: We had to launch the luxury beauty category with all 9 brands within 9 months of the verbal agreement. This entailed contract negotiations with Estee Lauder, major product and engineering changes on the platform to accommodate the brands requirements (such as color selectors on PDPs and unique brand store pages), listing and merchandising hundreds of SKUs, and working with all brand teams to bring their brands to life on platform and through marketing. I also had to keep the rest of the beauty category, business-as-usual, running and achieving results in parallel.
    • Strategy: I developed a strategy and project plan for the launch, driven by an ideal outcome that was shaped by both the marketplace and the brands’ requirements. Weekly check-ins with key stakeholders, and plenty of cross-functional communication, was key. I had already developed extremely streamlined processes to manage business-as-usual for the rest of the beauty category, so I was able to easily flex my time towards the launch while keeping operations going.
    • Outcome: The launch went exactly as planned, and early sales were stronger than expected. Reception overall was very positive, as this was a first-of-it’s kind launch for Estee Lauder.
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    Case Study 3: Turnaround from steady to rapid growth on established marketplace

    • Partner: L’Oreal Paris and Maybelline
    • Challenge: I was managing the beauty category at a large online retailer. Both L’Oreal Groupe brands were growing well, and ahead of other brands, on the platform, but there was pressure from both the brand and the marketplace leadership to accelerate sales further to achieve audacious sales targets.
    • Strategy: I worked with the brand representative to develop a strategy and key initiatives that would drive growth, including better inventory management, improved merchandising, and a comprehensive promotional and marketing plan.
    • Outcome: Growth exceeded all expectations, with Maybelline achieving 200% YOY growth in a Quarter. The brand easily became the bestseller on the platform and “the brand to benchmark against” for their practices.

    Questions?

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    What makes Roller Strategy different from other marketplace agencies, or hiring a contractor?

    Roller Strategy is a solo consulting and advisory business, which means that I, the founder Jamie, bring the full host of my expertise in launching, running, and growing brands on marketplaces to your brand.

    Because you’re only dealing with one consultant as opposed to a team or an agency, this approach can be more cost- and time-effective than other models.

    Also, unlike agencies who often pass their work off to an offshore team, you know exactly who you’re dealing with - me!

    And you still get the assurance of my decade of expertise working with everything from startups to leading global brands — so avoid the typical uncertainties of working with freelancers or contractors.

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    What is Roller Strategy’s consulting approach?

    My approach is tailored to meet the unique needs of each client.

    I start with a comprehensive assessment of your business, marketplace, and a discussion on your goals, followed by a customized strategy to achieve your goals. I’ll typically develop bespoke tools and models to support the strategy, and can be involved in implementation if needed.

    My focus is on delivering actionable insights, and practical and measurable solutions that you’ll be confident will drive success and be executable by your team.

    I aim to align on achievable but exciting goals at the start of an an engagement, and have clear progress towards those goals by the end, to prove value to my clients.

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    How do I know if my business needs consulting services?

    If you’re not sure if or how to grow your marketplace business, facing challenges with marketplace performance, struggling to develop a successful GTM strategy, or looking to expand into new markets, consulting services can provide the expertise and support you need to overcome these hurdles.

    Put another way, if you’ve done a great job of developing a product and bringing it to market, but don’t have a strategy and clear pathway for scaling on Amazon, you probably need support.

    Often brands who are scaling up also need support in putting in place the right processes and operations in the team to support sustainable growth, and that’s another good time to get external advice.

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    What is your consulting going to give me that my current team can’t give me?

    The addressable market on Amazon is very large, and most consumer brands should be thinking hard about how to expand their share of it before their competitors steal it.

    However, Amazon and marketplaces are very unique channels with many complexities. They’re rapidly evolving and are extremely competitive.

    If you already have a team of operational specialists managing your Amazon business, you’re doing well. You really need experts who understand the platform and who can deal with the nuances of listings, cases, and ads while you scale.

    However, you also need strategic guidance.

    I’ve seen many Amazon teams fall down, despite their best intentions, because they didn’t have a forward-looking, business aligned strategy in place to plan and guide their actions, be planning for risks, and be tracking and adjusting for key metrics.

    The best Amazon businesses right now are being led by people with a background in strategy, operations, and analytics.

    I bring all three to help guide your team to not only operate better, but be more strategic themselves.

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    What types of businesses do you work with?

    I work with startup and scaleup consumer goods companies across various categories. My services are designed to support businesses at different stages of growth, from initial market entry to scaling operations and expanding globally.

    While I have experience across the consumer goods space (beverages, softlines, apparel), I have extensive experience in the personal care industry (including luxury beauty). I’ve worked with and for scaling and challenger brands generating anything between $7 figures and $9 figures annually. I’ve also worked with leading global conglomerates.

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    How does the consultation process work?

    Once we align on the scope, I’ll develop the strategy, with regular check-ins with you and your team to ensure that the recommendations are actionable.

    If you need help with implementation, regular follow-ups and performance reviews ensure that we stay on track and make adjustments as needed.

    The process begins with an initial consultation to understand your needs and goals. I then develop a scope of work, which outlines a tailored strategy I’ll develop based on your needs and business goals, and a structure for implementation, if you need that support.

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    What is the price of your consulting services?

    My fees vary based on the scope of services and the complexity of your needs. I offer flexible pricing options and will provide a detailed proposal after our initial consultation to ensure transparency. You can find out more about my fees here.

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    What is the typical duration of a consulting engagement?

    The duration of an engagement depends on your specific goals and the scope of work. We offer both short-term projects and long-term support, tailored to your needs.

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    How do you measure the success of your consulting services?

    At the scoping phase of the project, we will agree on the goals and key deliverables you’ll get out of the engagement. That may be a go-to-market strategy with a roadmap and initiatives for your team to execute, or it may be a pricing strategy with clear test objective outcomes as the main initiative.

    Most strategy projects will include a list of initiatives that I’ll suggest, tied to KPIs that support business goals (like revenue, margin, traffic).

    Typically, if I’m delivering only the strategy and roadmap deliverable, I’ll define success by how many of the recommended initiatives were implemented by a set date after the project (i.e. did I set the team up for success when I delivered the project).

    If I’m involved in the implementation too, I’ll also track performance on KPIs. In that case, we will together track progress, review results regularly, and adjust strategies as needed to ensure we achieve the desired outcomes.

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    Can you provide references or case studies?

    Yes, I can provide case studies and references upon request. These will give you insights into my past successes and the value I can deliver.

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    How can I get started?

    To get started, you can book a free consultation using the form below or contact me directly. I’ll discuss your needs and outline how I can help.

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