Amazon Devices: leading branding, naming, messaging, packaging

The CX Labs business was a horizontal business group of creative and strategic professionals that sat across the entire devices organization, a SWAT group of sorts. My role was as a senior brand strategist on the brand creation team. Our team responsibilities were expansive. I worked to develop the holistic brand and creative strategy, brand architecture, positioning, device naming, packaging, and messaging across Amazon devices--new to world, new to us, and/or generational.

I worked on naming, branding, packaging, messaging and positioning for 42 devices and services, including Echo Studio, Echo Dot Kids Edition, Echo Input, Echo Glow, Echo Sub, Dash Smart Shelf, Amazon Smart Oven, Kindle Paperwhite, Fire Tablets, and Fire TV Stick.

The work was incredibly fast-paced, very matrixed, and very high visibility. We presented all of our work to executive leadership from VP to SVP to Jeff Bezos. I am incredibly proud of my brand work on Amazon devices.