Amazon: Scaling High-Potential 3P Brands, organic Social Media
Amazon, Senior Product Marketing Manager
North American Stores
November 2024 - Present
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 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 of business unit-submitted ASINs, which significantly underutilized the vast seller ecosystem and captured only a fraction of its 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 curated 3P new seller promotion 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.
An In-feed Instagram collaboration post with creator @khennedy444, driving 72.4K views (+51% vs. avg).
Updated and launched our “Just Dropped” onsite “As Seen on Social” experience. Resulting in driving customer engagement with high-potential 3P brands through offsite channels by increasing marketing-attributed Glance Views (iGV) from 52M in 2025 (+50% YoY).
@AmazonBeauty
@Amazon
@AmazonHOME
Amazon: new to market Product
Amazon, Senior Content Marketing Manager
Special Projects
January 2024 - November 2024
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 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: 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.
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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 via educational content, joining and starting conversations on social media around fertility, and gaining credibility via partnerships with healthcare professionals and credible 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 effectively position and sell the product.
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.
Amazon Music: New Music Audio app
Amazon Music, Senior Content Marketing Manager
October 2022 - January 2024
Role & REsponsabilities
Directed go-to-market content marketing strategies and platform narrative for Amp, Amazon Music’s live audio app, and an innovative new-to-market product. Working within Amazon’s internal startup incubator, I built the brand’s social, influencer, and content marketing strategy, helping define Amp’s personality, positioning, and creator experience. Managed 70+ creative assets weekly across organic, paid, email, and in-app, resulting in 6M+ impressions, 92% engagement on flagship moments, and +12% MoM user growth. Developed an agile workflow for testing and iteration that improved retention by +12% MoM and accelerated time-to-market by 30%. Also led creator onboarding, developed The Circuit content franchise, and authored the first Creator Toolkit for organic hosts.
Case Study
Project Title: Cultivating a Thriving Live Audio Ecosystem: Content & Creator Strategy for Amazon Amp
My Role: Senior Content Marketing Manager
Challenge/Opportunity: Launching a new live radio app (Amp) required attracting listeners and fostering a vibrant community of creators to produce compelling original content. The live audio market is competitive, and user-generated content platforms need strong creator incentives and robust tools to thrive. The challenge was to build an ecosystem where creators felt supported, could grow their shows, and continuously deliver engaging audio experiences, ultimately positioning Amp as the go-to platform for live audio creation and consumption.
Project Goal/Objective: To lead content programs and establish operational frameworks for Amazon's live radio app, Amp, driving performance, attracting and engaging creators, growing listener acquisition, and fostering a vibrant community around live audio content.
MY APPROACH
Content & GTM Planning: Defined and executed the content strategy for Amp, including GTM plans for new features or content initiatives. This involved identifying compelling content niches, planning promotional campaigns, and aligning messaging across all touchpoints to attract creators and listeners to the nascent platform.
Operational Frameworks: Established robust operational frameworks to drive performance and engage creators and audiences. This included defining clear content guidelines, streamlining content moderation processes, optimizing scheduling for featured shows, refining creator onboarding flows, and implementing community engagement protocols to foster a healthy live audio environment.
Creator Empowerment & Support: Developed comprehensive marketing playbooks for creators, providing them with effective tools and guidance on how to talk about Amp, market their shows, grow their audiences, and optimize their content to be featured across Amp's owned and operated channels. These playbooks included best practices for show promotion on social media, tips for engaging live audiences, content ideas, and guidelines for optimizing their Amp profiles.
Content Curation & Promotion: Strategically curated and promoted over 70 pieces of original content, ensuring they achieved high engagement and reach by leveraging Amp's owned and operated channels, showcasing the best of the platform's offerings.
RESULTS
Exceptional Content Engagement: Achieved an average +92.1% engagement rate and 6M+ total organic reach for over 70+ pieces of original content, demonstrating the effectiveness of content strategy in capturing audience attention.
Significant Creator Growth: Drove a +87% increase in creator show promotion with an impressive average engagement rate of +6%, indicating successful creator enablement and platform appeal.
Strong Audience & Listener Acquisition: Grew creator audiences by +12% (MoM) and listener acquisition by +10% (MoM), showcasing consistent user base expansion for the live radio app.
Empowered creators with the necessary tools and guidance, fostering a sense of ownership and directly contributing to the platform's content vitality and diversity.
Positioned Amp as an innovative leader in the evolving audio landscape, demonstrating Amazon Music's capability to incubate and scale new content formats.
TikTOK, B2B Marketing & Creative Strategy
Global Creative Strategist
Global Product & Platform Marketing, Global Industry Strategist
August 2020 - October 2022
Role & REsponsabilities
As a Global Creative Strategist across product, platform, and industry education teams, I led GTM for TikTok Academy and 14+ product launches, driving +33% adoption and +26% retention. I also developed trend reports and enablement tools shared with 20K+ marketers globally, helping them scale creator campaigns and platform fluency.
My role as a B2B marketer was focused on shaping TikTok's early marketing vision, establishing foundational brand strategy, voice, and education to help define what TikTok meant for businesses.
Co-led TikTok’s first SMB grant program, #TikTokMadeUsFundIt, awarding $95K to small businesses and generating 50M+ views. I also won 1st place in ByteDance’s global hackathon with TixTok. This loyalty-driven ticketing concept unlocked presale access through in-app engagement, sparking cross-functional conversations around monetization and fan strategy.
Case Study
Project Title: Case Study: Driving Global Adoption & Education: TikTok Academy & Always-On Creative Strategy
My Role: Global Creative Strategist (Global Business Marketing; Product, Platform & Industry Education
Challenge/Opportunity: As TikTok rapidly ascended as a global cultural force, many businesses and marketers lacked a deep understanding of its unique advertising ecosystem, best practices for sustained engagement ("always-on"), or how to leverage its platform for marketing success effectively. There was a critical need to educate a global audience at scale, translate TikTok's fast-paced, culture-driven environment into actionable business value, and demonstrate the platform's distinct advantages.
Project Goal/Objective: To significantly accelerate the adoption and effective use of TikTok by marketers, brands, and agencies worldwide, through the development of a comprehensive educational platform (TikTok Academy) and the creation of strategic "always-on" creative playbooks that position TikTok as a game-changer within the industry.
MY APPROACH
Strategy Developed: Led the overarching global creative strategy, which encompassed the development of large-scale educational initiatives and practical playbooks. This involved positioning TikTok as an advertising channel and a dynamic platform where continuous, authentic engagement ("always-on") was key to cultural relevance and business growth. The strategy aimed to empower clients with the knowledge and tools to utilize TikTok's unique features and drive impactful campaigns effectively.
TikTok Academy Leadership: I led the development of TikTok Academy, a global platform designed to educate clients on TikTok's business value and how to leverage its features effectively. This involved designing curriculum modules, overseeing content creation (e.g., video tutorials, guides, case studies, and quizzes), and ensuring the platform's structure facilitated comprehensive learning for a global audience of marketers, brands, and agencies.
Always-On Playbook Creation: Developed and disseminated strategic playbooks, such as the "Always-On Playbook," to guide businesses on continuous content creation and engagement on TikTok. This involved researching platform dynamics, user behavior, and successful brand strategies to distill best practices for consistent presence, viral content creation, and effective audience interaction, ensuring brands could maintain relevance beyond single campaigns.
Creative Strategy Building: Built and championed creative strategies that positioned TikTok as a game-changer within the industry. This entailed identifying core competitive advantages (e.g., community-driven trends, authentic content, unique ad formats, recommendation algorithms) and developing compelling narratives and visual examples to showcase these to B2B audiences, demonstrating how TikTok could drive cultural movements and business results.
Global Sales & Product Rollout Support: Developed and supported the rollout of comprehensive sales collateral and 14 new product launches to regional teams worldwide. This involved ensuring global messaging alignment while providing custom content tailored for key stakeholders and specific industry verticals, enabling sales teams to effectively articulate TikTok's value proposition and drive new product adoption.
Cross-Functional Collaboration for Adoption: Collaborated extensively with cross-functional teams (including product, engineering, and regional marketing) to ensure seamless integration and effective communication of new product features and strategies. This collaborative approach was crucial in driving the adoption rate of new product functionalities among regional teams and clients.
Results
Strategy Developed: Led the overarching global creative strategy, which encompassed the development of large-scale educational initiatives and practical playbooks. This involved positioning TikTok as an advertising channel and a dynamic platform where continuous, authentic engagement ("always-on") was key to cultural relevance and business growth. The strategy aimed to empower clients with the knowledge and tools to utilize TikTok's unique features and drive impactful campaigns effectively.
TikTok Academy Leadership: I led the development of TikTok Academy, a global platform designed to educate clients on TikTok's business value and how to leverage its features effectively. This involved designing curriculum modules, overseeing content creation (e.g., video tutorials, guides, case studies, and quizzes), and ensuring the platform's structure facilitated comprehensive learning for a global audience of marketers, brands, and agencies.
Always-On Playbook Creation: Developed and disseminated strategic playbooks, such as the "Always-On Playbook," to guide businesses on continuous content creation and engagement on TikTok. This involved researching platform dynamics, user behavior, and successful brand strategies to distill best practices for consistent presence, viral content creation, and effective audience interaction, ensuring brands could maintain relevance beyond single campaigns.
Creative Strategy Building: Built and championed creative strategies that positioned TikTok as a game-changer within the industry. This entailed identifying core competitive advantages (e.g., community-driven trends, authentic content, unique ad formats, recommendation algorithms) and developing compelling narratives and visual examples to showcase these to B2B audiences, demonstrating how TikTok could drive cultural movements and business results.
Global Sales & Product Rollout Support: Developed and supported the rollout of comprehensive sales collateral and 14 new product launches to regional teams worldwide. This involved ensuring global messaging alignment while providing custom content tailored for key stakeholders and specific industry verticals, enabling sales teams to effectively articulate TikTok's value proposition and drive new product adoption.
Cross-Functional Collaboration for Adoption: Collaborated extensively with cross-functional teams (including product, engineering, and regional marketing) to ensure seamless integration and effective communication of new product features and strategies. This collaborative approach was crucial in driving the adoption rate of new product functionalities among regional teams and clients.
DDB Worldwide, Brand Innovation & Social Strategy
Senior Social Strategist
April 2018 - August 2020
At DDB, I led social strategy for Capital One, where I helped reposition the brand through a lifestyle-first content approach—resulting in a 3x YoY engagement lift and stronger emotional connection with Millennial and Gen Z audiences. My work centered on modular storytelling and social-first brand building, driving cultural relevance in a traditionally transactional category.
Beyond Capital One, I played a strategic role across accounts, including Pure Leaf, Kroger, and Lufthansa. I developed a content strategy for Pure Leaf’s award-winning “No is Beautiful” platform. I drove an innovation strategy that helped win Kroger as a new business, and supported Lufthansa’s global influencer campaign celebrating bold, experiential travel. My contributions earned me selection into Omnicom’s inaugural High Performance Lab, a distinction awarded to five top talents across the NY office.
Capital one: Venture card
KrogeR: New Business
Capital one: March Madness Results
Capital one: March Madness Strategy
Lufthansa Airlines
Selected as 1/5 for the INAUGURAL high performance lab
pure leaf
MMC , Johnson & Johnson - Making Healthcare Human
Senior Social Strategist
08/2017 - 04/2018
At Marina Maher Communications (MMC), I led social strategy and creative development for Johnson & Johnson’s Consumer Health portfolio, including iconic brands like J&J corporate, Neutrogena, and One Touch. My work spanned internal comms, consumer-facing education, and influencer-driven activations. I produced the first-ever Facebook Live for J&J, amplifying Daymond John’s keynote on Black entrepreneurship to thousands of employees globally, driving record engagement and establishing a new benchmark for internal storytelling.
On the consumer side, I shaped social content and ambassador programs that helped modernize brand perception and bridge legacy products with emerging audiences. I was selected as a founding candidate of J&J’s Global Instagram Ambassador Program, which elevated employee voices as part of a broader brand storytelling strategy across regions and business units.
This role required balancing PR sensitivity, scientific accuracy, and digital creativity, as I translated dense product claims into relatable, social-first messaging. Key contributions included the development of global influencer guidelines, evergreen education frameworks, and narrative playbooks to launch and support new-to-market and core heritage products. I applied a newsroom-style approach to content planning—elevating breakthrough moments while keeping product truth and purpose at the core.
Examples of Influencer Content
R/GA , Mercedes-Benz: Shifting Gears on Social
At R/GA, I supported both Mercedes-Benz USA and smart car as one of two dedicated social strategists. My role spanned full-funnel content strategy, community management, and real-time engagement across Facebook, Instagram, Twitter, YouTube, and Snapchat.
I helped shape the 2017 smart USA social playbook, outlining tone of voice, content pillars, and community guidelines that informed the brand’s distinctive, irreverent presence online. I collaborated cross-functionally to manage weekly publishing calendars and oversaw daily moderation and user response through Sprinklr, helping both brands maintain a strong connection with their audiences. By translating data into actionable insights, I supported content optimizations that led to a +22% lift in positive sentiment for smart.
Whether supporting MBUSA’s more premium, aspirational storytelling or smart’s cheeky, culture-first voice, this role sharpened my ability to balance brand identities, consumer behavior, and creative execution within a fast-paced agency environment.
Deep Focus: Social Strategy & Cultural Foresight
Deep Focus, I led social strategy across various pet and CPG brands, including Beneful, Purina, Petcentric, Nestlé, and Getty. As the team’s go-to trend forecaster, I delivered weekly morning trend briefings that helped our creative stay ahead of the algorithm and gave clients a real-time pulse on culture. I built editorial calendars, shaped content pillars, and reported directly to senior leadership—always with a data-backed, platform-native POV.
I helped translate pet parent behaviors into meaningful brand engagement for Purina and its sub-brands, blending evergreen storytelling with timely meme-driven content. My work consistently increased shareability and platform performance. For Nestlé, I developed socially fluent playbooks that modernized legacy products through trend-led activations on Facebook and Instagram, showing that even heritage brands can thrive in culture when paired with the right voice and visual strategy.
One of my most high-stakes projects was with Getty leading into the 2016 Olympics. I partnered with the client almost daily to align editorial priorities and craft a content approach that positioned Getty as not just an image archive but a real-time Olympic storyteller. The campaign earned above-benchmark engagement and helped redefine the brand’s role in the cultural moment. Across clients and categories, I brought structure to strategy, relevance to legacy brands, and sharp cultural insight to every post.
