Select Works

Amazon Prime Video: The Prime Reaction

Facing intense competition from Netflix, HBO, and Disney+, Prime Video needed a sharper social voice. I built and led the reactive content team, creating real-time, culture-led content that increased engagement by 125% month over month and earned multiple Shorty Awards.

Two women with curly hair sitting outdoors surrounded by greenery; one woman is holding a large croissant in a paper bag, and the other woman is about to take a bite.

Amazon Fresh: Cultural + Reactive Social Ecosystem

Amazon Fresh needed to feel more alive and culturally relevant. I hired their first in-house creator, rebuilt the community management system, and led the team behind a new social-first content strategy that made the brand feel human, present, and competitive across TikTok and Instagram.

Screenshots of Spotify listening stats and comments. The first four images show visualized music data, including hours listened and days with the most activity. The last two are comments from Spotify with responses, one saying "we're fully sobbing with you" and another "it's never goodbye, just a see you later."

Spotify: Community Engagement Breakthroughs

At Spotify, I ran the team responsible for community management, shaping a sharp, culturally aware social voice that sparked viral conversations and delivered the platform’s most engaging Wrapped campaign of all time.