The mission: redefining advertising at Amazon
When leading global brands seek to push beyond the boundaries of Amazon Ads' standard portfolio, they turn to the Brand Innovation Lab — Amazon Ads' custom solutions team. In my role, I drive technical innovation and prototyping, provide strategic technology leadership, and ensure seamless user experiences across bespoke ad solutions. I am also accountable for delivering operational excellence, ensuring every concept not only works flawlessly but can scale efficiently — even under tight deadlines and complex requirements.
Partnering with global brands
How I work
My approach combines strategic thinking with data-informed decision-making to deliver innovative advertising solutions that balance customer needs with business objectives. While we initially explored the Double Diamond framework, we quickly adapted our process to meet the speed and complexity of Amazon Ads’ fast paced environment.
We start by refining advertiser briefs through collaborative ideation with key stakeholders, ensuring early alignment on objectives, KPIs, and success metrics. User insights—primarily delivered through advertiser briefs—are complemented by targeted desk research and market analysis when needed.
From there, we distill ideas into concepts that prioritize customer experience while meeting advertiser goals and adhering to Amazon’s guidelines. I lead the prototyping of these concepts to validate technical feasibility and explore scalable alternatives. In the delivery phase, I partner closely with developers to implement high-fidelity, accessible experiences that drive measurable results for both brands and customers.
LEGO Girls Live Storefront 2024
To bring LEGO's "Endless Worlds to Create" campaign to life, we built 3 unique set environments on Amazon Live Storefront, expanded to Fire TV and Prime Video Ads. These worlds featured an influencer-led narrative, inviting viewers to explore LEGO products playfully.
The brief
Engage mothers to consider LEGO as the top choice for their daughters.
The solution
An influencer host explores the LEGO products together with a prominent mother and her daughter.
My responsibility
Implementation of the Amazon Live Storefront product, train the creative team on using it for future live shows.
The Disney Wishlist Experience
Do you remember when you were writing letters to Santa? What if you & your family could wish for the Disney products they want for the holidays? Introducing: The Disney Wishlist Experience.
The brief
Combine two Disney units' objectives to create a distinct presence that satisfies both goals: Awareness and Sales.
The solution
Customers can type the name of their favorite Disney character and the Wishlist will suggest key Disney products. The customer can select from a list of related and recommended products.
My responsibility
Consult and cooperate with the Art Director. Iterateing over the UX and design. Build the logic and the final product.
The Finish Watersavings Calculator
I was tasked to implement the largest customer facing campaigns for Italy in 2021: the Finish Watersavings calculator
The brief
The client tasked us to show how sustainable Finish products are, and fitting this seamlessly into the Amazon customer flow.
The solution
A custom product selector that includes the water savings amount in the buybox. To add more impact, I added a bundle maker that allows adding multiple Finish products into the cart to see how much water can be saved.
My responsibility
I led the design and implementation of the Finish Watersavings Calculator, crafting intuitive components like a product selector and bundlemaker to showcase water-saving potential. Collaborating closely with stakeholders and conducting guerilla usability testing, I refined the user journey, significantly enhancing engagement with an impactful, environmentally-focused design.
More campaign impressions
Only at a glance
The campaigns on this page are merely a quick glance. Each of those have their unique story - wins and fails alike. I am looking forward to presenting and discussing the campaigns and projects together with my detailed contributions.