Asset Marketing Services
I led ecommerce and email strategy across GovMint, NewYorkMint, and Stauer — doubling new customers and growing email revenue 40% with integrated lifecycle automation.
Asset Marketing Services (AMS) was a dominant player in the collectibles and precious metals space, operating three distinct brands — GovMint, NewYorkMint, and Stauer — but running them on fragmented ecommerce and email infrastructure with no unified lifecycle strategy. After I drove significant paid-search gains for a direct competitor, AMS took notice, acquired that company, and brought me on to rebuild their entire digital operation from the ground up.
I led ecommerce and email marketing platform redevelopment and managed campaigns across all three brands simultaneously. Under my strategic direction, AMS realized significant gains:
- Doubled new customer counts and increased lifetime value by 29%
- Increased paid-search revenue by 43% and orders by 36%
- Increased email revenue by 40% and orders by 51%
- Increased email deployments by 33% while cutting production costs
- Streamlined email production workflow and decreased manhours by 50%
- Integrated email automation and lifecycle programs across all channels
- Identified significant annual cost-savings opportunity during vendor selection
- Led email and ecommerce vendor selection with 500+ strategic requirements
- Integrated complex databases (Email, Analytics, eCommerce, ERP, CRM)
The AMS engagement became one of my longest-running and most operationally complex client relationships — spanning platform architecture, campaign management, and enterprise vendor strategy across a multi-brand portfolio.