One source of truth
across four channels.
How Green Retail Consulting serves as the outsourced marketing consulting partner for an Inc. 5000 consumer-lifestyle brand — managing four external marketing vendors across TikTok, Amazon, Shopify and Affiliates on a $7.78M operation.
Four vendors,
four scorecards,
and no one
accountable to
the whole.
The client — an Inc. 5000 consumer-lifestyle brand and top 10% TikTok Shop seller — sells simultaneously through four channels: TikTok Shop, Amazon, Shopify/D2C, and a managed affiliate network. Each channel is operated by a separate external marketing vendor.
Every vendor optimizes for their own metrics and reports their own numbers, with no obligation to the overall business ROAS. Green Retail Consulting was engaged in August 2022 to sit between the founder and the vendor ecosystem — building the independent layer the brand had been missing.
Approach.
Build the independent performance layer first. Then use it — to evaluate vendors against objective benchmarks, to guide selection and replacement, and to defend margin in real time.
Cross-channel tracking — built from scratch
A single consolidated view of daily revenue, spend, ROAS, orders and units across all four channels — independent of any vendor's reporting.
Where every dollar landed
TikTok and Affiliates together carried 54% of revenue; Amazon ran stable at scale; Shopify/D2C anchored the brand owned channel.
"Every vendor will tell you they had a good month. Our job is to know whether the business did. A 12× swing in a channel's ROAS isn't a vendor problem — it's a margin event, and the founder needs to see it before the next purchase order goes out."
TikTok ROAS — peak 20.55× → low 1.72×
A 12× intra-year swing. Tracked in real time and surfaced to the founder for reallocation decisions before margin compounded against the business.
What independent oversight looks like
The work that turns raw data into vendor accountability — a cadence of reviews, audits, escalations and recommendations.
Results.
Three-plus years of continuous oversight: a four-channel operation running at 4.1× blended ROAS, with every vendor accountable to standards set by the brand — not the vendor.
Whole-business view
TikTok + Affiliates $4.19M (54%) · Amazon $2.66M (34%) · Shopify/D2C $1.17M (15%). Tracked daily, reconciled against vendor reports, consolidated for the founder.
Margin defended
$1.11M in total marketing spend returning $7.78M in revenue across four channels — held to a benchmark the brand defines, not the one a vendor reports.
Highest-efficiency channel
Independent analysis validated Affiliates as the most capital-efficient channel in the mix — informing budget prioritization decisions for 2025.
Cross-channel performance system — daily tracking of revenue, spend, ROAS, orders and units across TikTok, Amazon, Shopify and Affiliates — independent of any vendor.
Vendor accountability layer — objective benchmarks and reconciliation between vendor claims and actual business impact — including the TikTok-platform-shutdown reassessment of early 2025.
Profitability intelligence — real-time monitoring that caught the 12× intra-year TikTok ROAS swing (1.72× → 20.55×) and informed reallocation before margin was lost.
Scaling with multiple
vendors? Start here.
Every Green Retail Consulting engagement starts with a 30-minute scoping call. We'll map your channel mix, the vendors in play, and where an independent analytics layer would pay for itself — before you commit to anything.