Welcome to the Jungle
Ah, yes. Amazon. The undisputed champ of online retail. I was there, on the Payment Experience team, to be precise. Not only did I rack up a $30M win while I was there, I also worked on a massive project — the naming and branding of a new payment method.
This task was a ton of work — from leading multiple brainstorms to working with leadership to refine strategy — but the best overall view is this advertising spectrum I constructed, ranging from direct, borderline-UX language to a full embrace of Amazon’s new-at-the-time “Charm & Disarm” brand voice. I’ve pulled out a few of my faves:
Highlights
$30MM Win
I created a months-long testing plan, complete with content. One of the first blocks we launched was so successful, it alone was projected to drive $30M in annual revenue.
Name Game
I co-led a workshop for the naming of a new Amazon product (currently in development) and created positioning, concepts and content for multiple potential names.
On Brand
I rewrote copy across everything from landing pages and onsite ads to homepage placements in Amazon’s new, more expressive “Charm & Disarm” brand voice.