Amazon
PARP Lyft In-App Video Ads
Led the production of a multi-channel campaign to increase awareness and adoption of Amazon Pickup and Returns among urban customers, managing two 30-second hero videos for Lyft in-app placements, multiple out-of-home assets, and short-form cutdowns for YouTube and TikTok. I oversaw creative development from concept through delivery, led cross-functional and stakeholder reviews, and managed an external vendor to bring PARP’s retail illustration style into video for the first time. After launch, I partnered with the team to pivot from a 30-second to a 15-second format based on early performance data, significantly improving engagement. The campaign achieved a 53% video completion rate (vs. a 37% benchmark), acquired 39K new customers, and generated 109K+ package pickups, resulting in $160K in transportation cost savings. Overall, the campaign delivered 608K views and 132.5K clicks from 1.3M Lyft riders, driving both awareness and adoption.
PARP Email + Push Campaigns
Successfully owned and managed the creative production of 20+ email and push notification campaigns for PARP, including major moments like BFCM, Holiday, Valentine’s Day, and Back to School. These campaigns were designed to drive both new and repeat customers to try Amazon Pickup, often including incentives to encourage first-time use or re-engagement. I owned the end-to-end process, building and managing detailed workback schedules, leading creative reviews, gathering and implementing stakeholder feedback, and ensuring all final creative and copy assets were delivered on time and met quality standards.