Amazon Devices

Alexa, Echo, Kindle, and Fire TV are just a few of the brands that make up the Amazon Devices & Services portfolio. In my role on the content strategy team at Devices Brand Studio, I helped drive storytelling and go-to-market launch strategies for global next-gen and new-to-world products, as well as examine the customer journey to identify new territories to test, learn, and iterate.

Think of me as the connective thread that bridged data insights, business development, marketing, and creative teams across the Amazon multiverse including Prime Video, Amazon Music, Audible, Kids+, Smart Home, Luna, Halo, Astro, Glow, and Amazon Fashion.

TL;DR: Build brand love for Amazon Devices.

Echo Dot (5th Gen) - Detail Page & Hype Video

To the average customer, the Echo Dot (5th Gen) was the latest Amazon speaker that was small and affordable like its previous iterations – just with a new number in the product title. After looking at the dense detail page for the 4th Gen device, I knew we had to be crisp and concise about what’s new and why it mattered.

Working closely with GTM and Brand Strategy leads, I helped identify stack-ranked features, top room placements, most-engaged Alexa skills, and key customer pain points to craft a simple and scalable positioning statement in the creative brief: a small but mighty speaker with limitless possibilities.

Knowing that we wanted to reach a broad audience, we also created two creative briefs for segmented detail pages (the first-of-its-kind test for Amazon Devices): one for new-to-Amazon smart home customers and another for advanced users who were familiar with Alexa. And in lieu of a Detail Page Video which typically saw <2% viewership, we advocated for an upper-funnel hype video with an eye towards PR awareness.

Echo Auto - Setup & Feature Education

Echo Show 15 - Brand & Partner Integrated Marketing