AmazonFresh Brand Partnerships (2016 - 2018)
Serving customers brand partnerships they can’t wait to taste
Role: Photo Art Director & UX Lead
*Sensitive material has been redacted, removed or replaced.
As the Photo Art Director for AmazonFresh, It was my responsibility to plan, drive, and deliver on photo shoots for myriad touch-points. However, what drew me to this position was the opportunity to develop and own brand partnerships across the consumables space. This put me face-to-face with brands like General Mills, Coca-Cola, Martha Stewart, Tyson Foods, & Kellogg’s among others. This close-knit approach with brands allowed me to plan and execute on paid product integrations across the AmazonFresh experience.
Brand relationships for new product launches
I would often be called to plan the launch of new products on the AmazonFresh storefront. I proactively reached out to brand stakeholders to understand the position of every product and balanced every point against the standards AmazonFresh maintained. The result was photography that perfectly matched the style of the AmazonFresh brand & accentuated the look, feel (and even scent) of every new product to tantalize customers. General Mill’s Liberté yogurt is one such example.
Behind the (delicious, mouth-watering) scenes
In executing the photo shoots for these projects, I continue to take an active role with the stylists and photographers. I get into the details of every shot to ensure the strongest deliverables. Over my time leading these shoots, I shifted Amazon’s approach from a mostly-sterile approach to one that celebrated what was both inspirational and attainable.
Driving delivery of Amazon’s first
meal kit partnerships
When the consumables market began to shift towards individual meal kits, AmazonFresh was perfectly positioned to help brands capitalize on the trend. With the cold-chains already in-place, the focus shifted to partners who would seek to take advantage.
I worked directly with stakeholders at Tyson Tastemakers and Martha + Marley Spoon, two brand new meal kit services, to life on the AmazonFresh storefront. These early pages focused on education and approach-ability, to give customers a sense of what each kit offered and how Amazon would ensure safe and rapid delivery. Results were fantastic, with demand exceeding supply for both kits in the first three months post-launch. Now that really is delicious.
