Amazon

Brand Marketing

Brand Marketing

Creative from A – Z

TwitchCon celebrated its 10th Anniversary

Insight

Amazon North America Stores and Twitch needed a creative partner capable of matching the pace and scale of retail: seasonal storefronts that turn over constantly, national campaigns tied to key retail moments, and an expanding roster of brand partnerships, all without sacrificing quality or consistency.

Idea

I was brought in as Interim Creative Director at Monks to lead the Amazon North America Stores and Twitch accounts, while simultaneously leading Google Ads. Rather than run one undifferentiated team, I structured the group into five specialized pods, Prime, Flips, Branded Activations, Canada Retail, and Speed, each built to own a distinct part of Amazon's creative needs, from seasonal product turnovers to brand-partner activations.

Role

I led a multi-disciplinary, global team of designers, production artists, art directors, senior art directors, animators, and copywriters, managing and mentoring over 40 creatives. Day to day, that meant overseeing dedicated Amazon.com storefronts, seasonal product "flips" leveraging AI to produce assets at scale, display ads, social, email campaigns, the Prime for Young Adults brand refresh, and the launch of Amazon Haul. I also built and managed the structure for Branded Activations, homepage hero graphics for partners including Lucasfilm, LEGO, Disney, and Victoria's Secret, and led the team through flagship moments including Prime Day and Back to School, plus the expansion into Amazon Canada retail. Alongside the creative work, I built client relationships directly with Amazon and put processes in place to run the team as an efficient, scalable system.

role

I led a multi-disciplinary, global team of designers, production artists, art directors, senior art directors, animators, and copywriters, managing and mentoring over 40 creatives. Day to day, that meant overseeing dedicated Amazon.com storefronts, seasonal product "flips" leveraging AI to produce assets at scale, display ads, social, email campaigns, the Prime for Young Adults brand refresh, and the launch of Amazon Haul. I also built and managed the structure for Branded Activations, homepage hero graphics for partners including Lucasfilm, LEGO, Disney, and Victoria's Secret, and led the team through flagship moments including Prime Day and Back to School, plus the expansion into Amazon Canada retail. Alongside the creative work, I built client relationships directly with Amazon and put processes in place to run the team as an efficient, scalable system.

Impact

Under this structure, the account grew from $2M to $12M, while I also expanded the team's footprint into Amazon Canada. The strength of the client relationships and the processes I put in place led to my promotion from Interim to full-time Creative Director. The pod system gave Amazon a creative partner that could operate at retail speed and scale without sacrificing craft on its highest-visibility brand partnerships.$2M → $12M account growth under new team structure, 5 specialized creative pods built and led, 20+ global creatives managed and mentored

Impact

Under this structure, the account grew from $2M to $12M, while I also expanded the team's footprint into Amazon Canada. The strength of the client relationships and the processes I put in place led to my promotion from Interim to full-time Creative Director. The pod system gave Amazon a creative partner that could operate at retail speed and scale without sacrificing craft on its highest-visibility brand partnerships.$2M → $12M account growth under new team structure, 5 specialized creative pods built and led, 20+ global creatives managed and mentored

role

I led a multi-disciplinary, global team of designers, production artists, art directors, senior art directors, animators, and copywriters, managing and mentoring over 40 creatives. Day to day, that meant overseeing dedicated Amazon.com storefronts, seasonal product "flips" leveraging AI to produce assets at scale, display ads, social, email campaigns, the Prime for Young Adults brand refresh, and the launch of Amazon Haul. I also built and managed the structure for Branded Activations, homepage hero graphics for partners including Lucasfilm, LEGO, Disney, and Victoria's Secret, and led the team through flagship moments including Prime Day and Back to School, plus the expansion into Amazon Canada retail. Alongside the creative work, I built client relationships directly with Amazon and put processes in place to run the team as an efficient, scalable system.

other works

other works

Brand Marketing

Twitch

Brand Marketing

Amazon

Penn Station activation

Verizon

Product Marketing

Apple

Going Places

Banana Republic

Create Tomorrow. Deliver Today.

Gap

Amazon Health

Amazon

Google

Google

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