Turning agency relationships into active creative pipelines. Built stronger creative alignment with global agency networks, positioning the Brand Innovation Lab as a trusted innovation partner.

Turning agency relationships into active creative pipelines. Built stronger creative alignment with global agency networks, positioning the Brand Innovation Lab as a trusted innovation partner across markets. Outreach and relationship-building efforts generated over 40 new briefs in a single year, leading to more than 25 new business opportunities from agency networks previously unengaged with the Lab. By connecting creative excellence with strategic partnership, turned agency collaboration into a consistent pipeline of innovation and influence for Amazon Ads.

Structure that scales ideas across markets. Founded the Lab and Studio Creative team to connect high-level storytelling with consistent, scalable delivery across Amazon Ads.

Structure that scales ideas across markets. Founded the Lab and Studio Creative team to connect high-level storytelling with consistent, scalable delivery across Amazon Ads. Within its first 18 months, the team produced more than 200 campaigns across EU, Canada, and LATAM — increasing creative output by 40% year over year. What began as an experiment became a global model for integrated creative systems, proving how structure can amplify both innovation and efficiency.

Building units that close the gap between strategy and craft. Restructured the creative organization into vertical-focused units aligned directly with sales and customer needs.

Building units that close the gap between strategy and craft. Restructured the creative organization into vertical-focused units aligned directly with sales and customer needs. Pairing Creative Designers with Program Managers increased collaboration scores by 36% and dropped average campaign delivery time by 25%. Introduced Lab teams for conceptual work and Studio teams for craft and execution — improving efficiency and elevating creative output across every campaign.

Assembling capabilities, not just filling roles. As the Lab and Studio took on larger cross-brand projects, expanded the team strategically to bridge storytelling, strategy, and technology.

Assembling capabilities, not just filling roles. As the Lab and Studio took on larger cross-brand projects, expanded the team strategically to bridge storytelling, strategy, and technology. Brought in six senior specialists resulting in a 35% increase in cross-vertical creative velocity and faster concept-to-launch timelines across the region. Projects included PC Finder, Hyundai Brand Space, and Flagship Store for Adidas and Levi's — uniting over 50 advertisers in a shared shopping experience.

Turning one-off builds into reusable creative infrastructure. Shifted the Design Technology team's focus from single-use builds to reusable tools and prototypes serving multiple advertisers.

Turning one-off builds into reusable creative infrastructure. Shifted the Design Technology team's focus from single-use builds to reusable tools and prototypes serving multiple advertisers. Within one year, 22 prototypes were live and 29 more in development — cutting production time by up to 60% while maintaining creative quality. Innovation became a repeatable system, not an isolated activity — and still powers scalable creativity today.

Embedding creativity as a shared language across orgs. Introduced the Wigwam Ideation Method — a system giving creatives a clear path from insight to idea without losing spontaneity.

Embedding creativity as a shared language across orgs. Introduced the Wigwam Ideation Method — a system giving creatives a clear path from insight to idea without losing spontaneity. Backed by a dedicated wiki and training sessions across seven EU markets, the program boosted idea generation by 28% and improved pitch success rates to 50%. Also introduced The Showcase Weekly Sessions, the Creative Directors Monthly Review MCR — scaled to become the global Amazon standard — and Pitch Don't Kill My Vibe monthly sessions for ambitious projects.

Making complexity a creative medium. Proved how multiple brands can thrive within one ecosystem — campaigns exceeded engagement benchmarks by 45% and redefined brand collaboration at scale.

Making complexity a creative medium. Proved how multiple brands can thrive within one ecosystem — campaigns exceeded engagement benchmarks by 45% and redefined brand collaboration at scale. Alexa Hub became a destination experience viewed by millions. PC Finder simplified tech shopping for 20+ advertisers. Auto Showroom served Mercedes, BMW, Hyundai, and Skoda. Reward Program created a scalable structure for cross-vertical Finance clients. Flagship Store redefined how Amazon presents luxury and fashion brands, scaling to 5 advertisers.

Creative as a core business function, not production. Expanded the EU creative and art team into a 27-person multidisciplinary group integrating design, motion, copy, and UX expertise.

Creative as a core business function, not production. Expanded the EU creative and art team into a 27-person multidisciplinary group integrating design, motion, copy, and UX expertise. Creative turnaround time improved by 30% and campaign satisfaction scores among sales partners rose to 92% positive. The team evolved from a production function into a strategic partner — delivering creativity that moves the business forward across EU, Canada, and LATAM.