Amazon Music · Head of Content & Creator Marketing
Launched Amazon's live audio platform
Amp was Amazon reinventing radio: live shows, real hosts, the catalogs of every major label behind them. I was headhunted from Twitch as the fifth hire. No brand, no voice, no creator community. A product in search of a meaning.
Built the brand from a blank page — purpose, positioning, personality, voice, pillars, and narrative — then owned everything downstream: content programming, creator marketing, creator education, and the tone-of-voice and copy system that made it real in-product, in-market, and in community. Led launch strategy, copy, and messaging across every channel and team, from product surface to campaign.
And because a creator platform without creators is a very quiet place, I built the creator marketing function end to end: onboarding site, education curriculum, and an in-person creator camp.
Results
- #21 on the App Store on launch day, against a top 100 target
- 95% positive sentiment among 18-34 creators and listeners
- 98% positive creator sentiment across the cohort
- Brand frameworks still driving narrative and in-product content at Amazon
Zero-to-one brand building inside one of the most demanding companies on earth.