As the Head of Product Marketing for Amazon Fashion, 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 set the blueprint/playbook for future interactive retail programming.