Headline Crew

A team of experienced, dedicated, and collaborative professionals.

Team Zoom

Meet The Founders

Discover the visionary leaders who established HeadlineMA and their unwavering dedication to delivering unparalleled results for our clients.

Torsten Willms

co-founder - Chief PPC Guy | Amazon Brand Owner

Torsten is the ultimate guru and geek of all things PPC and data, brimming with an insatiable curiosity for new strategies and the Amazon algorithm.
He has spent 20 years mastering the corporate world, and now applies his extensive knowledge to consulting for various Amazon aggregators and large Amazon Brands. Through his expertise, Torsten’s own brand has quickly grown to multi 7 figures, and he possesses a complete and comprehensive eye for all aspects of the industry.
When he’s not passionately discussing PPC and data, Torsten indulges in his love for travel, particularly when it involves attending Amazon meet-ups. He also cherishes spending quality time with his amazing wife, who is also our graphic designer, and his two precious mini-me’s.

Bec Fischer

Co-Founder - Chief of Backend Operations | Amazon Brand Owner

Bec is the driving force behind HMA’s operations, an expert in all things systems and data, and an inspiring leader with a passion for building outstanding teams. Her deep-rooted love for design and growth has led her to create a back-end hub at HMA that’s nothing short of impressive.
With more than 20 years of experience consulting on structure, systems, and scaling for both large and SME companies, Bec is a true veteran in her field. As a chartered accountant and the owner of a small boutique accounting firm, she’s well-equipped to handle any challenge that comes her way. But that’s not all – over the past four years, Bec has also managed to grow her own Amazon Brand to multi 7 figures, all while raising four amazing kiddos.
Bec’s electric personality fills the room with energy and laughter, and her amusing anecdotes never fail to delight. If there’s one thing she could eat every day, it would have to be either Mexican or Indian food.

Who we are

As Amazon Brand owners ourselves, we understand that your business is your brain child, your baby, tangible proof of all the blood, sweat, tears, and sleepless hours you’ve invested. With Headline MA, you get a team of experts focusing on Amazon – specifically data and PPC geeks

We’re also a group of people just like you – forward thinkers, dreamers, mothers, fathers, visionaries, and people of all ethnicities, backgrounds, and personalities. We understand your livelihood relies partly on our knowledge and expertise and we take that responsibility very seriously.

Every new project we take on, we do it with eagerness and enthusiasm while putting years of data-enforced best practices to work. As a client, you are one of us. You are a part of our team and we want you to feel heard and valued.

We look forward to partnering with you on your Amazon journey.  Whether your business is funding your lifestyle, your children’s education, a charitable project close to your heart or you are building to sell and do it all over again…we’re excited to help you bring your dreams to reality.

Meet The Team

Catch a glimpse of the highly skilled and dynamic team that powers HeadlineMa’s success, and learn how our team’s diverse expertise and collaborative approach enable us to drive optimal outcomes for our clients.


Creative Director

Meet our incredibly creative director with an eye for capturing life’s candid moments, even if it means catching people with food coming out of their mouths! When she’s not behind the camera, you can find her busting a move on the dance floor or defying gravity with aerial yoga, where she’s known to be found upside down. Her passion for unique perspectives and pushing boundaries in all areas of life make her an invaluable member of our team.


Chief PPC Analyst Head of PPC Team

Meet Osama, our superstar wingman and account manager with a wide range of responsibilities that help keep our busy working environment running smoothly. With his passion for teamwork and eye for detail, he goes above and beyond to ensure projects exceed expectations.


Accountant Extraordinaire

Meet our organizational queen, G, who brings over five years of experience from Bec’s accounting firm into her role as our accountant extraordinaire. With a degree in accounting and a passion for organization, G is unparalleled in her ability to tackle any task, big or small, and keep the finance and operational arms of the business running like a well-oiled machine. From list-ticking and bank reconciliations to tracking and reporting, G’s attention to detail and dedication to staying on track make her an essential part of our team. When she’s not in the office, G can be found in her garden, lovingly killing her plants, or dancing to her favorite 80’s tunes.


The Data Guy

Meet Marco, our data and analytics expert with over 5 years of experience in the field. With his passion for slicing and dicing data and an all-round thirst for knowledge, Marco is a master at using data to drive results. A realist with an optimistic spirit, Marco approaches each day with a smile on his face and a cheeky grin. When he’s not in the office, you can find Marco exploring nature, venturing on new adventures, and learning about different cultures, reflecting his love for discovery and his appreciation for the world around him.

The PPC Account Management Team

We would love for you to meet our highly skilled PPC Account Managers. (Photo of one of our POD teams – Hafeez, Osama & Qasim )
They are passionate about their work and have a deep understanding of the intricacies of PPC. Their expertise allows them to create highly effective PPC campaigns that drive traffic and revenue for our clients. They are known for their attention to detail, data-driven approach, and ability to stay up-to-date with the latest industry trends. Their dedication to their craft and our clients is evident in the outstanding results they consistently deliver.

What makes
us different?

As a data-driven PPC agency focusing on Amazon, we harness the power of analytics and technology, while leveraging our team of subject matter experts to deliver client-focused, results-oriented campaigns that drive growth for your business

Data Driven

Data drives our decision-making in order to improve our client’s success

We track multiple sources of information instead of relying on one

We create and use awesome tools

There’s less intuition and guesswork in our decisions and a more data-driven approach.

Subject Matter Experts

We’re PPC Experts focusing solely on Amazon. The directors are Brand Owners so are experienced in all aspects of owning a brand, not just PPC.

We constantly learn to get better and serve our clients better.

We’re becoming experts not only for our client’s products but also for their niche.

Client Focus

Client Focus

We’re more a partner rather than a service provider.

We use our know-how to make the client a better Amazon Seller.

We are proactive and often make a recommendation.

We keep our clients in the loop with what we’re doing.

We’re building trust toward a long-term relationship.

Our Mission

At Headline MA, our mission is to empower Amazon brands to achieve their goals through innovative and high-quality PPC. We believe that simplicity, clarity, and open communication are the keys to success, and we aim to be a valued partner in optimizing your brand growth.

Our Culture

We’re not just a bunch of serious nerds – the founders are also Amazon Brand owners, so understand the blood, sweat, tears, and the sleepless nights with navigating the many moving parts to Amazon.

We’re got a diverse group of folks from all walks of life in our team including critical thinkers,idealists, parents, Amazon brand owners, visionaries and even some quirky personalities thrown in the mix.

Our culture values excellence,collaboration, and risk-taking, and we are committed to constantly improving our skills to deliver outstanding results. With our data-driven approach and passion for helping sellers succeed, we are dedicated to making a positive impact in the world of e-commerce.


Check Out Headline’s Satisfied Clients!​

Our testimonials section highlights the success of our satisfied clients and the impact of our PPC services. It provides real and transparent feedback on the quality of our services, showcasing our commitment to delivering results and exceptional customer experience.

Jason Hetherington

Third Rock Retail

Caitlin Gray

Director Growth Marketing – Boosted Commerce

“We have worked with Headline MA for over a year now. They are so helpful in strategizing and growing brands with us from both the organic and paid advertising side that I have reached out to have them help on a couple additional accounts. I enjoy the thought they put behind their feedback, audits, and initiatives. They are more than just an agency, they are a strategic partner. Thanks, HMA team.”


Multi 7 Figure Amazon Brand Owner

“The first month working with Headline we cracked the $1 Mil in 30 days! A record for my business! Unlike other PPC agencies Headline does not just look at PPC data, but rather has a holistic perspective, monitoring organic keyword placement, listing optimisation, product margins, profit and strategizing with these vital components in mind. Alignment is easy, as they allow you to have access to the metrics they are monitoring at all times, so what you see is what they see. Overall super impressed with this agency!”


Multi 7 Figure Amazon Brand Owner

“I hired HeadlineMA in September for help to manage my Amazon PPC. At the time, we were generating around $120k/mo in sales. In October, we hit $180k/mo and in December, over $800k in sales (32% increase on last year). They kicked our growth and profits into overdrive.”

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