As strategic lead for Amazon’s North America Stores marketing and social innovation team, 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.