In detail

I led the creative pitch to win the work - with a point of view on how Amazon Music needed to approach content to build relevance with a new audience. This required a balance between a centralised proposition with flexibility for local nuance in the UK, France, Italy, Germany and Spain.

For global consistency and creative effectiveness I led integrated teams to make playbooks to cover design, evergreen content, paid media, live events and influencer strategies.

We hired music and audio obsessed young talent to create content that resonates with the savvy GenZ audience and shook up the brand’s social channels to hit those reach and relevance goals.

We created a sophisticated publishing model that took a fragmented set of inputs from across different parts of the Amazon business, built them into a global content calendar, and delivered consistent brand messages to the end user audience. To achieve this meant bridging the gap between vision and execution. I designed team structures and ways of working that answered client stakeholder challenges at one end of the spectrum and speedy creative production, consistency and insight sharing at the other. This included everything from internal steering groups to course correct at speed, weekly client stakeholder meetings, weekly cross-market content meetings, and content planning in quarterly, monthly and daily cycles.

Tightly integrating paid media and R&I to the content team meant we could optimise quickly based on brand priorities and content performance. Efficiencies and learnings were shared between markets, allowing for significant growth QoQ.

Our creative strategy and content approach has delivered some of the brand’s best results, made brand partnerships work harder and achieved earned reach in the millions, through engaging creative built on strong cultural insights.

Role: Executive Editorial Director

Agency: We Are Social