Launching Licensed Dickies Products Online
Working on the e-commerce team for a leading durable goods firm, I helped drive Amazon content strategy and paid media advertising for licensed Dickies consumer products. Two standout SKUs - insulated lunchboxes and laptop backpacks - leveraged the Dickies “Workman” brand to reach distinct audience segments: students preparing for back-to-school and professionals seeking durable, functional products. Collaborating closely with our executive team, I managed daily PPC campaigns, optimized product listings, and developed creative content with third-party designers. These efforts delivered ~5x ROAS on flagship SKUs in their first year and helped extend the Dickies brand to additional in-house products.
Amazon Content Strategy | Paid Media Advertising | Keyword Research & Competitor Analysis | Enhanced Brand Content Design | Conversion & Engagement Tracking
Insulated Lunch Boxes
A Back to School Hit
The Dickies insulated lunchboxes were optimized through a combination of paid and organic ranking strategies. Using Helium10, I researched top-performing keywords against competitors, then adjusted PPC bids and listing copy daily to align with market trends. Product images were refreshed quarterly to prevent creative fatigue. During back-to-school season, the most popular SKU maintained its page-one ranking for high-volume, relevant keywords throughout September, driving strong conversions and positive customer reviews.
Laptop Backpacks
Quality Meets Affordability
The Dickies laptop backpacks targeted professional consumers seeking durability at an accessible price point. Leveraging licensed creative assets, I designed Enhanced Brand Content graphics emphasizing quality and reliability. Paid and organic strategies mirrored those used for the lunchboxes, sustaining page-one visibility for top variants and strengthening overall organic performance.
