I led Amazon's retail marketing strategy for their seasonal 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.