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jennie m. warren
Prime Day x Megan Thee Stallion
I led the paid and organic social amplification for Amazon’s award-winning Megan Thee Stallion Prime Day campaign—driving strategy, execution, and cross-channel coordination. I partnered with internal teams across PR, Amazon Music, Amazon Prime, North America Stores, and the Amazon Influencer Program to make the campaign fully shoppable via a curated storefront and influencer hub. We spotlighted Megan’s picks across fashion, music, home, consumables, and tech—merging entertainment and commerce.
Condé Nast x Amazon Holiday
I owned the year-long strategic partnership between Amazon and Condé Nast, negotiating a multi-brand holiday campaign spanning Vogue, Teen Vogue, AD, Bon Appétit, Wired, and Allure. The program featured curated editorial gift guides, influencer content, and high-impact onsite integrations—all designed to spotlight Amazon as a holiday gifting destination. I led the end-to-end execution, including talent selection, on-site merchandising, multi-day photoshoot and experiential event. The campaign delivered a 1,900% ROI while elevating brand perception during peak season.
Amazon Brand Summer Campaign
As Global Head of Social, I led the end-to-end influencer and creative strategy for Amazon’s summer brand campaign—positioning everyday essentials through a lens of cultural relevance and consumer trust. Anchored by Customers’ Most Loved and top-rated consumables, the campaign integrated influencer-led digital video with targeted paid media to drive product discovery and elevate brand equity. I oversaw creative development in partnership with external talent and agency partners, and represented Amazon on set to ensure executional excellence and narrative cohesion. The result was a high-performing campaign that delivered outsized ROI and advanced Amazon’s position in a competitive, high-frequency category.
Spring Influencer Event
As the strategic lead for Amazon’s North America Stores, I drove the vision and execution for a flagship Spring influencer event featuring cultural icons including Addison Rae, Kelly Wearstler, Miranda Kerr, and Jasmine Tookes. This experiential activation amplified Amazon’s seasonal campaigns—Internet Famous, Mother’s Day, and Customers’ Most Loved—through curated storefronts that bridged content, commerce, and cultural relevance. I led cross-functional teams across merchandising, brand partnerships, and talent negotiations to deliver a premium, high-visibility campaign. The result: deeper consumer engagement, elevated brand perception, and a blueprint for influencer-led retail storytelling at scale.
Amazon Holiday Soirée
As strategic lead for Amazon’s North America Stores, I partnered with PR to deliver a multi-channel Holiday campaign that fused content, commerce, and cultural influence. The campaign anchored in Amazon's digital holiday gift guide and extended across social, experiential, and editorial platforms—including a marquee partnership with Teen Vogue. A highlight was onboarding Sarah Jessica Parker and launching a dedicated storefront featuring her curated holiday picks, including the debut of her shoe collection on Amazon. This integrated activation elevated brand perception, drove premium discovery, and positioned Amazon as a destination for style-forward seasonal gifting.
Amazon Music x Coachella
I led cross-organizational collaboration between Amazon’s Retail Stores and Amazon Music teams to deliver a digital and experiential activation at Coachella—bridging culture, commerce, and community. The campaign spotlighted talent from 88rising and Gen Z creator Vinnie Hacker, with curated influencer storefronts driving onsite sales and product discovery. Through coordinated amplification across social and experiential touchpoints, the activation generated over 100M impressions and positioned Amazon at the intersection of festival culture and youth relevance. This work exemplified how brand storytelling and talent integration can convert cultural moments into measurable retail impact.
Jonathan Adler Now House Launch
I architected and led the launch of Now House by Jonathan Adler, a design-forward, Amazon-exclusive home brand created in partnership with luxury designer Jonathan Adler. Tailored for a younger, style-conscious customer, I secured executive alignment, negotiated the end-to-end brand contract, and shaped the merchandising and pricing strategy to meet Amazon’s growth objectives in the home category. The launch campaign spanned digital, onsite, and OOH channels, anchored by a custom storefront and a high-profile launch event. The initiative earned over 100M media impressions with coverage in outlets like Architectural Digest, The New York Times, and CNBC, and generated multi-million dollar sales in its first season.
Amazon x Allure Best of Beauty Awards
I served as the strategic architect behind a first-of-its-kind omnichannel partnership between Condé Nast and Amazon, positioning Amazon Beauty as the exclusive retail partner for the 2024 Allure Best of Beauty Awards. Designed to elevate category relevance during the competitive holiday season, the campaign spanned e-commerce, social, and experiential channels—culminating in a high-impact live event featuring special guest John Legend and his award-winning skincare line. This integration of editorial authority, celebrity influence, and retail innovation reinforced Amazon’s leadership in beauty and drove meaningful brand and sales impact.
Thursday Night Football
As retail lead for Amazon’s Thursday Night Football debut, I co-owned the go-to-market plan and launch of the TNF Shop—a first-of-its-kind destination where viewers could seamlessly shop NFL merchandise, discover exclusive content, and engage with curated game-day experiences. This initiative brought together live sports, entertainment, and commerce, turning viewership into shoppable moments across jerseys, fan gear, and player-endorsed products. The TNF Shop played a key role in Amazon’s broader sports strategy, helping convert cultural attention into commercial opportunity while enhancing the fan experience in a uniquely Amazon way.
Amazon Off-to-College
I led North America Stores’ marketing strategy for Amazon’s Off-to-College campaign—an integrated, multi-channel initiative designed to capture back-to-school demand across Gen Z and parent audiences. The campaign spanned digital media, social, influencer partnerships, and experiential activations to drive consideration and conversion across dorm essentials, tech, fashion, and consumables. By aligning retail, content, and cultural relevance, the campaign delivered millions in sales and reinforced Amazon’s position as the go-to destination for college readiness.
Amazon x Domino Magazine Holiday Campaign
I served as the single-thread leader and strategic owner of the integrated Amazon × Domino Holiday Home campaign—an immersive retail and brand experience in SoHo brought to life across print, digital, merchandising, and in-person activations. This pop-up transformed Amazon Home’s holiday assortment into a design-forward destination, curated by Domino editors and leading creatives, and featuring interactive moments like voice-activated Alexa murals and seamless app-based checkout. As strategic lead, I orchestrated everything from partnership alignment and merchandising design to experiential storytelling and omnichannel amplification. The result was a differentiated and culturally resonant holiday activation that strengthened Amazon’s premium home brand that delivered a +27% YoY growth in Amazon Home's onsite holiday gift guide sales and 4.5B media impressions.
Amazon Luxury Stores
I led the go-to-market strategy for the high-profile launch of Amazon Luxury Stores, Amazon’s bold entrance into prestige fashion. This integrated campaign spanned owned, earned, and out-of-home channels, and featured editorial-style creative with fashion icons Cara Delevingne, Georgia May Jagger, and Paloma Elsesser. Partnering with heritage and designer brands including Oscar de la Renta, Altuzarra, and Rodarte, the campaign challenged perceptions of Amazon as a luxury destination. With launch coverage in Vogue and other top-tier outlets, this effort redefined Amazon’s fashion narrative and set a new bar for premium brand storytelling within e-commerce.
Amazon Prime Making The Cut Original
I led the go-to-market strategy for the Making the Cut retail experience, Amazon’s first fully integrated watch-and-shop initiative tied to the Prime Video fashion competition series starring Heidi Klum and Tim Gunn. My role centered on launching the accompanying e-commerce storefront, where winning looks from each episode were made instantly shoppable—merging entertainment, retail, and real-time consumer engagement. I orchestrated cross-functional alignment across Retail, Prime Video, Fashion, and Creative teams to deliver a seamless launch that redefined how customers discover and shop fashion on Amazon. The campaign marked a major milestone in Amazon’s commerce-meets-content innovation strategy and helped set the blueprint for future interactive retail programming.
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