Back to selected work

AMAZON / LIFECYCLE MARKETING

Helping sellers show up ready for Prime Day.

I identified a seller readiness gap and built a coordinated lifecycle campaign across four enterprise sales organizations.

80,000Third-party sellers reached with targeted guidance
+10%Year-over-year Prime Day participation increase in year one
+15%Additional participation increase after year-two optimization

01 / THE CHALLENGE

Sellers had the opportunity. They needed the preparation.

In weekly customer conversations, I found that many sellers were unsure how to prepare for Prime Day. They needed guidance on inventory deadlines, advertising, coupon creation, and deal scheduling.

Reviewing seller performance revealed a recurring pattern among strong performers: a coupon before Prime Day, a deal during the event, and a follow-up coupon afterward. There was no coordinated communication program helping sellers put that sequence into practice.

I translated a pattern in customer behavior into a repeatable seller-readiness program.

02 / MY CONTRIBUTION

I proposed the initiative and built it end to end.

While working as an Enterprise Account Executive, I independently proposed and led the program. As a Pardot-certified user, I could connect the strategy to hands-on campaign execution.

  • Identified the customer problem and developed the lifecycle strategy.
  • Designed segmentation, messaging, and email content.
  • Built Pardot automation, workflows, timing, and dynamic lists.
  • Coordinated stakeholders and managed Legal and Product approvals.
  • Measured performance, presented results, and optimized the following year's program.

03 / THE APPROACH

Meet sellers at each decision point.

I designed a five-touch journey around the actions sellers needed to take, with messages timed to preparation milestones.

01 / ANNOUNCEMENT

Build awareness

Introduce the opportunity and critical inventory deadlines.

02 / ADVERTISING

Prepare campaigns

Help sellers plan their advertising ahead of the event.

03 / COUPONS

Drive pre-event activity

Guide coupon setup before Prime Day.

04 / PRIME DAY DEALS

Support participation

Make event readiness and deal actions clear.

05 / POST-EVENT

Plan the next step

Support inventory recovery and the transition toward Black Friday.

Bringing multiple organizations into one customer journey

I worked with Prime Day Events, Fulfillment by Amazon, Advertising, Coupons, Corporate Communications, Legal, and four enterprise sales organizations. I aligned competing requests around a unified seller experience.

A quality decision before launch

Testing revealed CRM data issues that affected personalization. I paused launch, corrected the segmentation logic, and redeployed the campaign to protect the customer experience.

What I measured and optimized

I tracked email open rates, click-to-open rates, seller participation, and engagement across the four sales organizations. In year two, I refined messaging and segmentation and expanded dynamic lists.

04 / THE IMPACT

A repeatable program, with measurable participation gains.

The campaign reached approximately 80,000 sellers. The case study reports a 10% year-over-year increase in Prime Day participation in year one and an additional 15% increase after optimization in year two.

It also reports improved email engagement and broader organizational adoption of the communication framework. Participation was the primary measure of success; the case study does not isolate the campaign's effect on overall Prime Day revenue.

The initiative helped support my transition into Amazon's Product Marketing organization.

My takeaway: effective lifecycle marketing connects each message to one useful customer action.

Some business details are generalized to protect confidentiality. Results and project context are drawn from my original portfolio case study.