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Image Generator
An example of establishing durable design foundations for AI integration within an established ecosystem.
I led the design team responsible for Amazon Ads’ generative AI strategy—establishing the long-term vision, and shipping the first integrated tools. We launched an in-flow image generator to address a top advertiser pain point, and laid the groundwork for subsequent AI-powered video and audio features.
Phygital Advertising
An example of building a 0-1 product within a multisided marketplace.
My team delivered the end-to-end experience design for a scalable, programmatic out-of-home advertising program in Amazon grocery stores. This required designing three interconnected customer experiences: (1) In-store ad experience for shoppers; (2) Content management and publishing tool for store managers; and (3) Self-service buying flows for advertisers.
Brand Shopping
An example of driving the evolution and growth of a suite of products from inception to maturity.
To reintroduce brand expression on Amazon, I led the design and evolution of a suite of products that empowered brands to tell their story and connect with shoppers. These tools became foundational to how brands and shoppers engage with each other. Together, they created a flywheel for brand content creation, reuse, and syndication.
Holistic Ad Strategy
An example of using user research to influence long-term business strategy.
At Amazon, I led a multi-year initiative to embed a consumer-first, data-driven approach to ad format design and supply strategy. The result was a holistic framework—powered by a robust research program, and growing design team—that reshaped how Amazon Ads delivered customer value.