As Head of Social and Content Marketing for Amazon’s Amp platform, Taylor Cohen led a series of bold, community-driven campaigns that positioned Amp as a cultural hub for Gen Z audio creators and listeners. From basketball superfans to hip-hop heads and end-of-year music lovers, she helped bring the Amp brand to life through deeply integrated storytelling, social engagement, and creator partnerships.


🏀 Hoops on Amp
Making Amp a home for NBA superfans

Taylor collaborated with agency OK COOL to launch a creator-first campaign that turned sports commentary into a social movement. By enlisting NBA influencers and meme accounts, she helped drive:

• 6M+ organic views across Twitter, Instagram, and TikTok

• 70+ original creator-led content pieces

• Over 5.3M views from top partner @NBAcentral alone


Key strategy included speed-to-market workflows, sound-off captioning, and content formats native to NBA Twitter culture — positioning Amp as a go-to space for live takes and fan dialogue.


🎤 The Come Up
Celebrating emerging hip-hop artists in Atlanta

To grow Amp’s fastest-growing audience — hip-hop fans — Taylor developed and led a multi-phase campaign spotlighting rising Atlanta talent through a YouTube docuseries and social storytelling. The result:

• 100+ assets published across paid and organic channels

• 44M+ engagements at a cost-efficient $.008 CPE

• +22% lift in social mentions

• 1:1 engagement with over 1,000 fans in the Amp community


By weaving music culture, local pride, and data-backed curation, this campaign validated Amp among Gen Z hip-hop fans.


📈 End-of-Year 2023: Your Next Obsession
Redefining the year-end music wrap with community power

Instead of just looking back, Taylor turned the 2023 wrap into a forward-looking, community-driven prediction campaign. Users submitted rising artists to co-build a playlist shaping 2024’s music scene. With activations on TikTok, YouTube, Instagram, and Amazon Music, the campaign reinforced Amp as a place where music culture is not just consumed — it’s created.


Impact at a Glance

• 354M+ impressions across 2023

• 38M+ engagements (vs. 10M goal = 388% attainment)

• Built scalable systems for creator-led amplification and cultural storytelling

• Boosted awareness, consideration, and relevance with Gen Z audiences