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.