As Head of Social for Amazon Fashion, I led the vision and strategy for Amazon Fashion's first holiday TikTok challenge that delivered a joyful opportunity for collaboration and connection during an uncertain COVID stricken season. The Amazon #PAJAMAJAM campaign broke TikTok records delivering over 5B impressions and set the playbook for internal AMZN teams on how to contract a range of macro and mid-tier influencer talent into a campaign that spoke to GenZ audiences while also appealing to multi-generational customers.