George Kelly / A little context
A little
about me.
I lead e-commerce and retail marketing at American Bath Group, with a hand in the commercial decisions and the work that follows.
That means working with teams on storefronts, product information, campaigns, and the systems they use every day. I’m based in Philadelphia.
My experience
Close to
the business.
My work connects demand generation with margin, inventory, pricing, and channel mix. I lead teams across creative, media, lifecycle, and retail marketing, and stay involved in the product data, web development, and reporting behind the work.
Before ABG, I led digital acquisition at Taxfyle (Tickmark, Inc.), digital marketing at MONC XIII, and web content work at Scully & Scully. Earlier roles at AJ Madison and Simrell Media gave me a grounding in e-commerce operations and client-facing media.
The questions rarely arrive one at a time. A campaign needs stock behind it. A product page needs information someone can trust. A team needs a clear sense of what matters next.
Curious about
people.
My background includes behavioral economics research at London Metropolitan University. My distinction-awarded dissertation examined wealth perception and consumer behavior across socio-economic classes in the United States and United Kingdom.
That perspective still informs the work: how people evaluate an offer, what gives them confidence, and how context changes the decisions they make. It is particularly useful when a purchase is expensive, emotional, or unfamiliar.
Practical about
progress.
Some days the work is a channel plan or a decision about spend. Others, it’s a product record, a page build, or a reporting problem. I like being able to move between those scales.
I’m interested in practical uses of AI: connecting information, drafting work, and building tools that people can check and use. The judgment still belongs with the person doing the work.
Questions I’m working through.
In the Agentic Commerce Field Guide, I examine product data, commerce economics, and how to give agents useful work with clear limits.
Tools & working examples.
Reproducible field-guide artifacts ↗
The examples are labeled separately from my career work and employer results.
May 2025 — PresentAmerican Bath GroupU.S. E-Commerce / Retail Marketing Director
Leading e-commerce and retail marketing across storefronts, marketplaces, creative, lifecycle, analytics, and retail support.
- 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 supervised AI workflows for product content, web development, and marketing operations.
Apr 2024 — May 2025Vintage Tub & BathSearch Engine Manager
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.
- Scaled in-house ROAS to 350% from a 250% agency baseline while maintaining spend levels.
- Expanded the affiliate program 250% year over year and grew the specialist team from 2 to 6.
Feb 2022 — Apr 2024Taxfyle (Tickmark, Inc.)Digital Advertising Specialist
Led acquisition across business, consumer, and accountant recruitment channels for Taxfyle, the business name of Tickmark, Inc.
- Managed a $2.1M advertising budget across Google, Microsoft, LinkedIn, Meta, and Outbrain.
- Generated $20M+ in B2B pipeline over two years through omnichannel acquisition.
- Built university and CPA association partnerships, connecting media strategy with accountant recruitment.
Jun 2021 — Feb 2022MONC XIIIDigital Marketing Manager
Led digital marketing for a luxury furniture and home-goods retailer, connecting paid acquisition, email, merchandising, and the trade customer experience.
- Drove 118% year-over-year online revenue growth and 179% order-volume growth through email and Google Shopping.
- Launched an online trade program that generated $68K in revenue.
- Led improvements to site search, product presentation, and pricing.
Nov 2020 — Jun 2021Scully & ScullyWeb Content Specialist
Worked across online merchandising, website content, and lifecycle implementation for the New York luxury home-furnishings retailer.
- Built a website implementation framework supporting $1.7M+ in non-advertising revenue in Q1 2021.
- Used merchandising analysis and content improvements to increase visibility for high-value products.
2020AJ MadisonFraud Analyst
Built an operational understanding of e-commerce through fraud prevention at an appliance retailer.
- Screened more than 100 customer interactions daily for fraud signals.
- Supported card-issuer investigations and worked with analytics colleagues to refine customer risk scores.
2019Simrell MediaDigital Media Consultant
Developed an early foundation in client-facing digital media, campaign execution, and performance reporting.
- Executed campaigns for three clients and translated campaign metrics into reports for business owners.