Taught by the operators who were in the room.
Not academics. Not agency founders who scaled one brand and built a course. Three operators who have sat on all three sides of the Amazon table.
Pablo Lapeña
For 15 years I led the Amazon Europe commercial relationship at P&G. I started by 8x'ing P&G's Amazon revenue in Spain over two and a half years. Then I moved to Geneva to run Amazon Europe in a role they had just created. I launched the Amazon channel for P&G in Turkey, Portugal, Poland, Sweden, the Netherlands and Belgium. Seven consecutive years of pan-European annual negotiations with Amazon. While I was doing all that, I built my own brands on Amazon at nights and weekends. One sports brand crossed several million in its second year. In 2024 the market collapsed sixty percent. I came out the other side of that crisis with the brand still standing and a level of operating knowledge no boardroom can give you.
"The gap between how Amazon talks to sellers and how it operates with top Vendors is enormous. Understanding both sides is the unfair advantage."
Luca Marini
I started in P&G Italy as Key Account Manager for Dactor and other drug brands. Amazon was small for those brands when I arrived. I found tactics the algorithms of the time were rewarding and the brand started moving. I was promoted to Director of E-commerce Italy at P&G. I managed fifteen people and expanded into eBay, AliExpress and Vente-Privée. Then I moved to Samsung Middle East as e-commerce lead. Mobile, devices, every marketplace in the region: Amazon Turkey, Amazon Egypt, and the local players nobody outside the region understands. I've operated across five continents. I joined Pablo three years ago. What I bring to the Academy is the architecture mindset. Designing how the channels and the catalogue fit together across markets that don't behave the same way.
"Most operators optimise. Few engineer. The difference is whether you're reacting to the platform or designing your relationship with it."
Daniel Arenas
I'm a Computing Engineer who walked into P&G's marketing function. Atypical for someone with my background. I led Braun electroshavers, then Head & Shoulders and Pantene in Spain, which is where Pablo and I met. In parallel we co-founded what became the largest escape rooms business in Spain. In 2015 I moved inside Amazon Europe Retail, where I spent the next decade. I owned annual vendor negotiations from inside the platform. I led Peak Events coordination across European markets: Prime Day, Black Friday. I trained dozens of vendor managers and category leaders. I didn't just observe Amazon. I built internal solutions, fought for process changes and shipped tools that other categories adopted. I ended as Senior Category Leader for PC & Gaming Europe and left in August 2025 to join a European AI venture raising serious capital. What I bring to the Academy is what the platform actually optimises for, not what brands assume.
"I've been on both sides of every Vendor meeting. What brands think Amazon wants and what Amazon actually optimises for are two completely different things."
A high-level, well-paid professional career in global e-commerce.
Three steps. Three salary bands. Europe and the US, side by side.
Target salary once you can operate a channel, not just assist. A 20–30% jump from a non-specialised role is typical for early-career professionals moving into e-commerce.
The range for operators who own strategy, not tasks. Once AI and e-commerce fluency become the real differentiator, a ~20% promotion jump is typical at this step.
Where the operators who run the whole channel sit. Across Europe and the US, directors clear €100K / $170K and rise well beyond.
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