After working as Creative Director on a variety of co-branded Amazon box and bag campaigns, I invented, pitched, helped launch, and managed INSITU: a web-based tool designed to expedite the creative development and approval process for global On-Package Advertising (OPA) executions.
Inspired by the success of INSITU and the joy I felt from clearing operational nonsense from people’s pathways, I began searching for new tool-building and enhancing opportunities. This led to my time managing the Ad Workflow Tools suite and included INSITU, Arc, BirdsEye, and QR. This collection of internal tools are integral to the global Amazon Advertising creative team and provide an annual operational cost savings of $6MM. For each of these tools, I:
Reviewed raw user data to establish KPIs
Ensured design consistency across each tool
Conducted user research to help fuel and prioritize roadmaps
Wrote and evangelized launch announcements
Wrote monthly newsletters celebrating success stories and encouraging feedback
Managed news coverage opportunities including:
“Amazon Ads’ on-box advertising is 4x more effective than traditional media” • adage.com • 4 min read
“Making better on-box ads: The invention behind the Paramount+ campaigns” • advertising.amazon.com • 1 min read
Produced text-based and video tutorials and hosted learning sessions to encourage tool adoption
For more details on the tools in my sweet Amazon Ad Workflow suite, check out these entries:
