AMAZON CREATORS
Making Amazon the top choice for creators and their content
Background
The world of e-commerce is rapidly evolving, with the new generation driven by the opinions of creators. To stay relevant and capture the attention of Gen Z, Amazon needed to integrate a social shopping function into its ecosystem. This was crucial for maintaining Amazon's appeal across all audiences and tapping into the growing influence of social commerce.
Vision and strategic leadership
When I was brought into the team to manage the creator space on Amazon, it was clear that we needed a comprehensive strategy to engage and empower creators. At that time, content creators on Amazon had a public storefront that felt transactional, and a cumbersome 15-year-old reporting tool. Recognizing the potential to transform this space, I led the vision, strategy, and execution to reimagine the entire creator-shopper ecosystem.
15 year old reporting tool
I led a team of 8 creatives, including UX designers, art directors, and copywriters, and collaborated with 11 product managers and 60+ engineers. Our long-term vision was to make Amazon the world's most desired destination for commerce creators and their content. We divided our strategy into four product areas:
Influencer App: Give creators the tools they need to thrive.
Storefronts: Provide creators with an authentic public home on Amazon.
Branding Language: Inspire creators to join the program.
Gamification: Reinforce loyalty through non-monetary incentives.
Each area had a roadmap, and I assigned ownership to ensure focused and effective execution.
Leadership style and team motivation
I believe in leading by example and fostering a culture of collaboration and innovation. To inspire my team, I emphasized the importance of our vision and how each member's contributions were integral to its success. By involving the team in the vision-setting process, I ensured that everyone felt a sense of ownership and pride in the project.
Empowering creators and engaging Gen Z
Our goal was to fill the newly introduced TikTok-like feed in the Amazon shopping app with high-quality content from top creators. To achieve this, we needed to provide creators with the tools and platforms to thrive.
Overcoming challenges
One of the biggest challenges was addressing the fragmented nature of the creator ecosystem. Design was often treated as a service rather than a partnership. To change this, I positioned design as a facilitator in group meetings, ensuring we had an early seat at the table. This proactive approach allowed us to connect the dots across different product teams and think through gaps and opportunities.
Driving innovation
An example of our innovative approach was the redesign of the reporting tool into a mobile-friendly app with a virtual coach. This coach provided actionable insights to creators, helping them maximize their reach and engagement. By pushing for a seamless integration of the coach throughout the app, we ensured that creators always had the guidance they needed.
Process improvement
In the storefront space, we faced the challenge of balancing ongoing engineering requests with a major redesign. To address this, I implemented a prioritization process that improved productivity and allowed our designer to focus on creating a vision for a new, more personalized storefront.
Encouraging the creation of customizable templates further empowered creators to express their individuality.
Customer-centric approach
Our gamification system was another area where I advocated for a customer-first approach. By simplifying the visibility of badges for customers while providing detailed progress views for creators, we struck a balance that satisfied both parties.
Social Marketing
To ensure that our creator program had a strong and consistent presence, I guided our art directors and copywriters to develop a comprehensive brand strategy. This strategy was used across our education and social media channels, effectively communicating our value proposition to both creators and their audiences. By building a cohesive and engaging brand presence, we were able to attract and retain top-tier creators, further fueling the growth of our social commerce initiatives.
Impact and results
Under my leadership, we achieved significant milestones:
Created personalized storefronts for influencers, enhancing their ability to connect with audiences.
Developed a dedicated app with a virtual coach, providing creators with valuable insights.
Implemented a gamification system that motivated creators without overwhelming customers.
Established a cohesive brand strategy for the creator space, ensuring consistency across all channels.