AMAZON FASHION — UGC CREATIVE STRATEGY
Amazon Fashion · Creative Strategist · 2024

THE BRIEF
Develop and scale a UGC-driven creative strategy for Amazon Fashion's BFCM and holiday shopping campaigns — one of the highest-stakes windows in retail. The goal was to identify winning creative angles, brief a high volume of creators, and fold the strongest performers into the paid media rotation.

THE APPROACH
At ~50 creator briefs per month, this required a strategic infrastructure — not just taste. I built a briefing framework that gave creators clear direction on hook, format, and narrative while leaving room for authentic delivery. Briefs were calibrated based on ongoing performance analysis: what openings were stopping the scroll, what storytelling angles were converting, and what product framing aligned with seasonal intent.

The strongest performing assets were then integrated into the broader paid campaign strategy for BFCM, ensuring UGC wasn't just a content play but a direct driver of media performance during peak season.

WHAT I DID
→ Wrote and managed ~50 creator briefs per month, directing hook strategy, format, and messaging
→ Analyzed creative performance data to identify top-converting UGC angles and refine briefing approach
→ Integrated highest-performing UGC into BFCM and holiday paid media campaigns
→ Managed the full pipeline from brief to publish across multiple concurrent campaigns

RESULTS
UGC assets briefed and produced for this campaign were among the top-performing creative in Amazon Fashion's BFCM rotation, contributing to a strong holiday season performance window.