As the North America Stores marketing and social innovation team lead, I owned a cross-organizational collaboration between Amazon retail 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.