Creators + Social Marketing (Copy)

In 2022, I was brought in to lead design for Amazon’s newly formed Creator organization, a strategic initiative aimed at helping influencers monetize their passions and inspire the next generation of Gen Z customers.

The challenge wasn’t a single product. It was a fragmented ecosystem.

Reality on the ground:

Creators struggled to understand where to go, what mattered, and what to do next. Teams struggled to align on priorities.

This was not something UI polish could fix.

I led a team of 8 creatives (UX designers, copywriters, art directors), partnering closely with 11 product managers and 60+ engineers across multiple organizations.

My mandate was not just to “design better tools,” but to:

Instead of starting with solutions, I focused on alignment and shared understanding.

If a problem blocked creators from completing a core task, or forced workarounds, it moved to the top.

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.

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.

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.

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.

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.

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.

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.

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.

Under my leadership, we achieved significant milestones:

Our efforts led to a 32% increase in return visits from creators, with growth continuing week over week. Additionally, 7% of Amazon customers regularly engaged with creator content, demonstrating the success of our initiatives.

Leading this project has been an incredibly rewarding experience. By fostering a culture of collaboration, innovation, and customer-centricity, I was able to guide my team through challenges and deliver meaningful results. This journey with Amazon Creators showcases the power of teamwork and dedication in tackling complex projects and delivering impactful design solutions. Looking ahead, there's immense potential for growth in this program. My vision is to make Amazon the ultimate destination for creators and their content, fostering an environment where creators can thrive and customers can enjoy a rich, engaging shopping experience.

Personally, I'm excited about the opportunities to further innovate and drive meaningful change in future projects, ensuring that I continue to make a significant impact in the world of design and technology.

Building the Creator Ecosystem at Amazon

How I led cross-functional teams, grew designers, and transformed fragmented programs into a unified creator experience

In 2022, I was brought in to lead design for Amazon’s newly formed Creator organization, a strategic initiative aimed at helping influencers monetize their passions and inspire the next generation of Gen Z customers.

The challenge wasn’t a single product. It was a fragmented ecosystem.

Reality on the ground:

14+ creator programs

Owned by separate teams (Reporting, Storefront, Marketing)

Inconsistent navigation, platforms, and notification models

Desktop-only tools mixed with mobile experiences

Constant prioritization conflicts between teams

Creators struggled to understand where to go, what mattered, and what to do next. Teams struggled to align on priorities.

This was not something UI polish could fix.

I led a team of 8 creatives (UX designers, copywriters, art directors), partnering closely with 11 product managers and 60+ engineers across multiple organizations.

My mandate was not just to “design better tools,” but to:

Break down silos

Establish shared mental models

Elevate design as a strategic partner

Create systems that would scale beyond my team

Instead of starting with solutions, I focused on alignment and shared understanding.

Making teams experience the problem together.

I introduced a series of “Walk the Store” sessions, where teams navigated each other’s tools from the creator’s perspective.

This did three things:

Built empathy across teams

Made pain points undeniable

Shifted conversations from ownership → outcomes

After each session:

We synthesized pain points together

I introduced a prioritization framework balancing creator impact + business value

If a problem blocked creators from completing a core task, or forced workarounds, it moved to the top.

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.

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.

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.

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.

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.

Our efforts led to a 32% increase in return visits from creators, with growth continuing week over week. Additionally, 7% of Amazon customers regularly engaged with creator content, demonstrating the success of our initiatives.

Personally, I'm excited about the opportunities to further innovate and drive meaningful change in future projects, ensuring that I continue to make a significant impact in the world of design and technology.