George KellyE-Commerce & Retail Marketing

George Kelly

U.S. E-CommerceRetail Marketing

I lead profit-first growth across e-commerce, retail marketplaces, paid media, lifecycle, creative operations, and analytics, connecting marketing strategy to margin, inventory, and real operating outcomes.

Get in touchAbout George
$10M+annual paid media managed across search, social, affiliate, and marketplaces
22team members led across creative, SEM, SEO, email, video, and 3D/2D workstreams
200%agency benchmark outperformance in prior paid-search leadership role
250%affiliate-program growth through disciplined channel expansion

Current Focus

Growth systems that hold up under pressure.

U.S. E-Commerce / Retail Marketing Director

American Bath Group - Leading comprehensive e-commerce strategy and retail marketing operations across digital, creative, marketplace, lifecycle, analytics, and retail support functions.

  • Connects demand generation to inventory, pricing, promotional strategy, and channel realities.
  • Leads cross-functional teams spanning creative production, SEM, SEO, email, video, and 3D/2D assets.
  • Builds AI-enabled operating systems for faster, more measurable retail marketing execution.

Search Engine Manager

Vintage Tub & Bath - Managed eight-figure paid-media programs with profit-based bidding, inventory-aware planning, and marketplace growth discipline.

  • Managed $10M+ annual budgets across paid search, paid social, SEO, affiliate, and marketplaces.
  • Outperformed third-party agency ROAS benchmarks while scaling growth channels.
  • Expanded affiliate programs into meaningful profit centers.

Digital Marketing Specialist

Tickmark - Led multi-channel acquisition and conversion work for a tax preparation platform in the fintech space.

  • Managed campaigns across Google, Microsoft, LinkedIn, and Meta.
  • Improved acquisition funnels in partnership with product and revenue teams.

Digital Advertising Specialist

Taxfyle - Built B2B acquisition programs across paid media, university partnerships, and CPA association relationships.

  • Managed a $2.1M advertising budget across Google, Microsoft, LinkedIn, and Meta.
  • Increased accountant recruitment through tighter campaign strategy and funnel design.

Operating Range

Strategy, execution, and the machinery between them.

POAS optimizationMarketplace advertisingRetail media strategyInventory-aware biddingGross-margin modelingSEO and content systemsLifecycle marketingCreative operationsAI analytics workflowsB2B lead generationAttribution modelingTeam development

Side Projects

Practical builds with clear commercial edges.

Training Academy

Gold Collar Roofing Academy

Premium slate and metal roofing training academy built for hands-on learning, industry credibility, and lead capture.

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Professional Guild

Slate & Tile Metal Guild

Professional guild concept advancing slate, tile, and architectural metal roofing craft across North America.

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Practice Websites

LexiThera

AI-enhanced websites for legal and therapy practices with professional positioning and content optimization.

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Platforms & Tools

Hands-on across the modern retail stack.

Google AdsMicrosoft AdsMetaPinterestLinkedInAmazonWayfairHome DepotLowe'sMerchant CenterSalsifyMagento 2Shopify PlusKlaviyoListrakPower BIAdobe AnalyticsHeap AnalyticsDynamic YieldProphet 21