upstream thinking for downstream impact

We help brands navigate the evolving landscape of retail & digital media—from strategy to execution

what we do

  • Ad strategy and campaign execution across retailers like Amazon, Walmart, Instacart, and Target

  • Search and Display media planning and optimization

  • Analytics and test-and-learn methodologies

why the headwaters lab

  • Top Talent – Ex-agency and tech platform experts

  • No Bloat – Lean, high-impact approach

  • Incubator Model – Learn, scale, then grow into larger agency relationships

who we help

You sell on Amazon, Walmart, Target, or other retailers. You want results, not hand-holding. You need a partner who moves fast and smart.

about the name

“Headwaters” are the source. We help brands grow from the start—strategically, efficiently, and confidently.

We take a scientific approach to media activation and optimization. What better place to do this than a lab.

our services

strategic consultation

  • Marketplace audit & opportunity analysis

  • Campaign best practices & guidance

  • In-flight optimization recommendations

  • Creative feedback

  • Audience research

Expert activation

  • Hands-on-keyboard campaign execution

  • Realtime optimizations and bid adjustments

  • Custom audience building & ad inventory sourcing

  • Full-funnel synergy—search and display working in unison

analysis & measurement

  • Custom dashboards

  • Reporting cadence that meets your needs

  • Media + sales trend monitoring

  • Connect retail performance to broader media initiatives