---
title: Cellarize Account Performance & Optimization
type: article
created: '2025-10-29'
updated: '2025-10-29'
source_docs:
- raw/2025-10-29-weekly-call-w-gilbert-97690098.md
tags:
- amazon
- cellarize
- roas
- margin
- ppc
- performance-marketing
- canary-beans
- wheat-flour
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Cellarize Account Performance & Optimization

## Overview

Cellarize is an Amazon account managed by Asymmetric's performance marketing team. As of late October 2025, the account shows healthy overall growth — organic sales are outpacing ad spend growth — but margin remains below target, requiring selective campaign optimization rather than broad cuts.

See also: [[wiki/meetings/2025-10-29-weekly-call-gilbert|Weekly Call w/ Gilbert — 2025-10-29]] for the full review context.

---

## Current Metrics (Last 4 Weeks, as of 2025-10-29)

| Metric | Actual | Target |
|---|---|---|
| ROAS | $3.72 | $4.00 |
| Profit Margin | 35% | 40% |

- **Organic sales trend:** Growing faster than ad spend — a positive signal indicating improving organic rank and brand awareness.
- **Overall trajectory:** Sales are up year-on-year, but individual product-level performance shows signs of flattening in some categories.

---

## Margin Improvement Strategy

The primary lever for improving margin from 35% → 40% is **reducing spend on low-ROAS campaigns** rather than pausing them outright. The rationale: pausing risks losing ranking momentum; reducing bids and budgets preserves presence while cutting waste.

### Approach
- Identify campaigns with ROAS < 2.
- Reduce bids and daily budgets on those campaigns (do not pause).
- Monitor for any sales impact before making further cuts.
- Avoid radical changes — edge the margin up incrementally.

### Priority Products

**Canary Beans**
- Lowest ROAS in the account.
- Monthly sales volume is low (~$188/month), so campaign count has already been intentionally reduced.
- Rationale: Don't overspend on a product with limited sales ceiling.

**Wheat Flour**
- Previously had ROAS below 1; now above 2 — improving but still a focus area.
- Remains one of the lower-performing SKUs by ROAS.

---

## ROAS vs. Sales Volume Trade-off

A key tension in the account: pushing ROAS higher (toward $4.00) risks reducing total sales volume, since higher ROAS typically means tighter bidding and fewer impressions. The current strategy is to **balance ROAS improvement with sales growth** rather than optimize purely for ROAS.

> "The higher the ROAS, the lesser — there's a probability that we will have lesser sales. So I'm trying to balance between a higher ROAS and bigger sales." — Gilbert Barrongo

---

## Related Issues

- **Old World Popcorn (Doodla):** A separate product line within the same account ecosystem showing sales plateau and packaging-driven review decline. See [[wiki/knowledge/amazon-strategy/old-world-popcorn-sales-plateau|Old World Popcorn Sales Plateau & Packaging Issue]].
- **Inventory:** Several SKUs (notably 5lb Black Beans) are at critically low stock levels despite recent shipments. See [[wiki/knowledge/amazon-strategy/cellarize-inventory-crisis|Cellarize Inventory Crisis — Black Beans]].

---

## Action Items (as of 2025-10-29)

- [ ] Reduce bids and budgets on Canary Beans and Wheat Flour campaigns with ROAS < 2 (@Gilbert)
- [ ] Monitor margin weekly; target incremental improvement toward 40%
- [ ] Remind Mark Dudla to accept Seller Central invite (@Mark Hope)