At Amazon, served as an in-house strategist to optimize Amazon's multi-million dollar investment in creator marketing. Completed first-hand quantitative and qualitative research, analysis, and packaged data-backed insights and recommendations into digestible artifacts. Recommendations informed strategic priorities and investments across Amazon creator marketing ecosystem.

Built the marketing function for Amazon’s healthcare delivery business, leading go-to-market strategy and driving national expansion. Managed a $6.8M budget, led a 12-person team, and drove customer adoption through innovative brand storytelling. Defined and owned the marketing funnel from inception, driving customer awareness, acquisition, and adoption of the service. Launched 4 new outbound marketing channels (web, email, performance, and social media) and developed user journeys for customer segmentation and automation of communications.

Developed vision for the marketing technology stack, using best-in-class third party systems. Established use cases and resource plans to integrate tech stack across 10+ systems. Ultimately, Amazon acquired One Medical for $3.9B in 2023, folding Amazon Care and One Medical into a broader healthcare offering that was proven through multiple experiments, including Amazon Care.

Led the launch of Nike’s North American membership program for 15M+ members, exceeding all acquisition, engagement, and retention metrics by double digits in year 1. Managed a $4M demand creation budget and oversaw high-impact marketing campaigns, driving brand engagement and customer loyalty. Directed full-funnel marketing campaigns driving member acquisition and loyalty during key national moments, such as the NFL Super Bowl, NBA season, International Women's Day, and the 30th anniversary Just Do It campaign.

Collaborated with Global and City teams, localizing membership program value proposition and messaging. This included providing perspective on market viability and scale. Developed strategies that fueled high-quality member acquisition, promoted program awareness, and boosted retention. This included creating and implementing multi-channel plans and customer journeys for apps, email marketing, social media, performance marketing, and the web. Drove tests across digital and physical channels to better understand member behavior. Partnered with analytics teams to optimize A/B testing across marketing channels and delivered inputs to inform and optimize LTV modeling.