Torsten Wilms

Torsten Willms is a Partner at Headline, specializing in Multi Signal Advertising for premium brands operating at catalog scale on Amazon. He focuses on DSP, AMC (Amazon Marketing Cloud), and Amazon Marketing Stream, managing over 30 accounts through a proprietary data infrastructure. His system includes data pipelines, warehouse architecture, recommendations engine, scorecards, outliers detection, actions tracker, and an account operations layer that runs daily across client accounts.

Torsten's approach goes beyond traditional ACOS-only optimization, advocating for Multi Signal Advertising that blends ad performance with impression share, search query data, organic and paid rank, and CLV signals. He runs full-funnel strategies across PPC and DSP with real-time bid optimization using Amazon Marketing Stream and measurement through AMC. His expertise lies in identifying patterns at the portfolio level - understanding where waste concentrates, why ACOS becomes misleading at scale, the true cost of brand defense across hundreds of brand keywords, and how P&L moves across thousands of campaigns.

Torsten publishes data-driven insights and shares internal frameworks through a newsletter featuring weekly findings and quarterly research reports. His work is targeted at brands doing $5M+ per year on Amazon, agencies managing them, and companies building tooling for this market segment.