Amazon
New to market Product
Company: Amazon
Year: January 2024 - November 2024
Role: Senior Content Marketing Manager, Special Projects
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 in real-time 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 identified top-performing content themes, resulting in 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: Launching Encore - A Comprehensive Content Marketing Strategy
My Role: Senior Content Marketing Manager
Project Goal/Objective: To develop and execute a comprehensive content marketing strategy (inclusive of social media and influencer marketing strategies) for the launch of Encore, driving brand awareness, engagement, and, ultimately, product adoption.
MY APPROACH
The Challenge/Opportunity: Launching a new B2C product, Encore, required a multi-faceted content approach to capture audience attention, build excitement, and educate potential users on its unique value proposition. The challenge was to create a content ecosystem that resonated with the target demographic, drove traffic, and supported the overall marketing objectives.
Strategy Developed: Developed a holistic content marketing strategy for Encore Fertility, designed to meet target customers who already spend time across the customer journey and drive sales. The strategy focused on building awareness through educational content, initiating and fostering conversations on social media about fertility, and establishing credibility through partnerships with healthcare professionals and reputable influencers. It was informed by formalized content pillars and newly developed fertility personas to ensure a tactical approach that addressed customer motivations, needs, and barriers. This strategy was integral, extending into and guiding the Influencer Marketing and Organic Social Media strategies.
Market Research & Insights: Conducted comprehensive market research and utilized customer insights to identify unmet needs, define target audiences, and inform product development.
Messaging & Positioning: Crafted clear, differentiated, and impactful messaging that resonated with target customers across various touchpoints, including product pages, marketing campaigns, and sales collateral.
Launch Planning & Execution: Led cross-functional launch teams, coordinating efforts across product, engineering, sales, public relations, and legal to ensure successful product rollouts. This involved developing detailed launch plans, managing timelines, and overseeing campaign execution.
Content & Campaign Development: Collaborated with creative teams to develop high-impact marketing assets and campaigns across digital channels (e.g., social media, email, paid advertising, content marketing), ensuring consistent brand voice and messaging.
Performance Analysis & Optimization: Established key performance indicators (KPIs) and regularly analyzed marketing performance data to identify trends, optimize strategies, and report on campaign effectiveness and ROI.
Sales Enablement: Developed sales tools, training materials, and competitive intelligence to empower sales and business development teams to position and sell the product effectively.
Stakeholder Management: Built strong relationships with product managers, engineering leads, and senior leadership, acting as the voice of the customer and market.
RESULTS
Drove +44% increase in product adoption or feature usage post-launch.
Contributed to a +44% increase in marketing-attributed Glance Views (GVs) or website traffic for the product.
Achieved a +22% improvement in customer engagement metrics (e.g., click-through rates, time on page) for key product content.
Successfully onboarded or educated teams, experts, and customers on new product features or value propositions.
Increased brand awareness for the product/feature by +67% points.
Exceeded key performance indicators (KPIs) for social media reach and engagement (+2% engagement rate and +48k impressions across social campaigns).
Successfully translated complex technical capabilities into clear, compelling, and benefit-driven narratives that resonated with diverse customer segments.
Established the product as a key player in the hormone monitoring industry, building a strong brand identity and fostering customer loyalty through strategic positioning and engaging campaigns.
Played a pivotal role in driving customer acquisition and retention by identifying critical customer pain points and offering effective solutions.
Cultivated strong cross-functional relationships, acting as a central hub for product launches and ensuring seamless alignment between product development, marketing, and sales.
Contributed significantly to Amazon's reputation for innovation and customer-centricity by consistently delivering impactful product experiences and communications.