About
I spent eight years working out what a sale really earns.
I’m Radu Bobirnac. Today I use that experience to manage Amazon Advertising for founder-led brands spending $20K to $500K a month.
In building materials, a small pricing error could change the contribution on a sale. My job was to find those errors and make the numbers usable for the people making decisions. I built Power BI reports that reduced pricing errors and shortened the month-end close.
I began managing Amazon ads in May 2021 alongside my pricing work and moved into advertising full-time in 2024. The same discipline applies: work out what each product leaves before advertising, decide how much of that contribution to spend, and review the campaigns against that limit.
Since 2021 I’ve managed more than $10M in Amazon ad spend this way, including a personal care account spending about $246K a month.
Alongside Amazon, I manage Walmart Marketplace advertising and listings for brands that sell on both.
Intro video
Meet the person who will manage the account.
Watch my introduction to campaign structure, search-term reviews and product-level bid decisions.
Credentials
The short version
Background
From pricing analysis to Amazon ads
- 2024 to today
Amazon PPC Strategist, full-time
Managing Amazon Advertising for founder-led brands, remote.
- May 2021 to 2024
Amazon PPC, alongside pricing
Managed Amazon ad accounts part-time while working as a pricing analyst.
- 2016 to 2024
Pricing Analyst, Malarkey Roofing Products
Built Power BI reports that cut pricing error rates by 90% and shortened month-end close by two days.
- 2015 to 2016
Marketing Manager, Insulation Northwest
Grew leads by 32% through SEO and search advertising.
- 2014
MBA, Willamette University
Atkinson Graduate School of Management.
Operating rules
Rules I manage by
- Review low-order spend before increasing budgetsCheck relevance, attribution timing and product economics before deciding whether to exclude a term, adjust the bid or keep testing.
- Separate intent before changing bidsBrand, non-brand, competitor and discovery traffic each get their own campaigns.
- Discovery campaigns are for learningSelect terms for controlled exact-match tests. Confirm the destination is delivering before adding negatives that route traffic away from discovery.
- Placement premiums have to be earnedTop-of-search bids go up only where conversion and margin support them.
- Check the constraints before scalingInventory, listing conversion and margin come before a bigger budget.
- Judge ads against the whole businessReview ad-attributed performance alongside total sales, contribution, inventory and the business goal.
Tell me what you want your ads to do.
In a free 30-minute call, we’ll discuss your business, your current advertising and whether an audit, a focused project or ongoing management would help.