Scaling High-Potential 3P Brands
Organic Social Media
Client: Amazon
Year: November 2024 - Present
Role: Senior Product Marketing Manager, North American Stores
Role & responsibilities
As the lead content strategist for a new-to-market product incubated within Amazon, I defined the content marketing vision from the ground up, shaping brand voice, platform strategy, and go-to-market plans across social and influencer channels. My approach focused on creating a scalable, insight-driven content engine that could grow with the product and respond quickly to evolving user behavior.
Through a creator-led launch campaign and culturally attuned messaging, we achieved a +19% % WoW lift in weekly active users and a +22%% increase in conversions during the first month. I developed and owned a custom performance dashboard that surfaced top-performing content themes, enabling a 30% improvement in campaign speed and iteration.
In addition to driving results, I collaborated closely with product, legal, brand, and partnership teams to ensure alignment across creative storytelling and audience targeting. I also led external brand partnership activations, increasing cultural relevance and social share of voice. My work helped lay the foundation for future GTM and lifecycle efforts, building content and brand equity.
CASE STUDY
Project Title: "Scaling 3P Brands at Amazon North American Stores
My Role: Senior Product Marketing Manager, Social Media
Project Goal/Objective: To launch "Just Dropped," a dedicated monthly social media franchise on Instagram and TikTok, showcasing curated third-party (3P) new sellers' products across Amazon NASM social channels, driving traffic to a specialized browse node featuring at least ~140 unique sellers monthly.
The Challenge/Opportunity: Amazon’s existing social media promotion of 3P sellers operated through a passive model, where business unit-submitted ASINs were significantly underutilized, capturing only a fraction of the vast seller ecosystem's potential. This reactive approach lacked curated control, limiting opportunities for quality storytelling and showcasing the diversity of Amazon's marketplace. The opportunity was to transform this into a strategic, curated experience that would better highlight trusted third-party products and provide valuable insights into customer engagement.
MY APPROACH
Strategy Developed: Proposed and launched "Just Dropped," a strategic monthly franchise dedicated to curating 3P new seller promotions across Amazon's social channels. This initiative shifted product curation control to the marketing team, establishing a new category string path: "As Seen on Social > Top Just Dropped" to create a dedicated content marketing destination.
Program Conception & Design: I led the proposal and development of "Just Dropped" as a monthly social media franchise. This involved defining the content framework, frequency (2x per month, per channel—@amazon, @amazonbeauty, @amazonfashion, and @amazonhome), and target channels (Instagram Stories, In-feed, and TikTok In-Feed posts).
Content Calendar & Planning: Created a detailed content calendar outlining themes, topics, and publishing schedules across different platforms.
Channel Optimization: Tailored content for specific platforms to maximize engagement and reach.
Performance Tracking: Implemented analytics to track content performance, identify trends, and optimize the strategy.
Collaboration: Worked closely with cross-functional teams, including social media, influencer marketing, and product development, to ensure a cohesive launch strategy.
Influencer Integration: Collaborated with influencers to amplify the reach and credibility of the content
Social Media Management: Managed channels, created engaging content, and fostered community interaction.
RESULTS
Drove +224.9% (YoY) increase in product adoption or feature usage post-launch.
Contributed to a +82% increase in marketing-attributed Glance Views (GVs) or website traffic for the product.
Achieved a +55% improvement in customer engagement metrics (e.g., click-through rates, time on page) for key product content.
Successfully onboarded or educated teams and Amazon customers on new product features or value propositions.
Contributed to $30M in incremental revenue or sales through effective go-to-market strategies.
Increased brand awareness for new seller products by +63% (YoY) on social.