Work

Global GTM, Brand-to-Commerce and Premium Consumer Marketing Work.

A curated portfolio of public work from Amazon, Prime Video, and On.

22 projects

On · 2025

LOEWE × On, FW25

Translated a premium collaboration into a crafted digital commerce and membership experience, connecting anticipation, member-first access, storytelling, product discovery, and conversion.

Premium partnershipsCustomer lifecycle and membershipBrand-to-commerce growth

On · 2025

On, FW25 Outerwear & Apparel Tech

The first On Apparel campaign powered by a full digital ecosystem, turning ThermaTec, DryTec, and GuardTec into a digital-first journey designed to inspire, prove, and convert across three customer worlds.

Digital category growthBrand-to-commerce growthOperating systems and insights

Prime Video · 2023

Culpa Mía, Movie Launch

Launched Culpa Mía into Prime Video's most-watched non-English Original ever and the 6th highest-ranked global launch in 24 months by treating the book fandom as the campaign's first audience and growth engine.

Cultural launches and communitiesBrand-to-commerce growth

¡HOLA! special edition cover for Prime Video featuring the Farad family at their Marbella home

Prime Video · 2023

Prime Video × ¡HOLA! Magazine

Created an editorial-format partnership with ¡HOLA! for Los Farad, turning the fictional Farad family into a credible 1980s Marbella social-world story. No Prime Video logos on the insert. Public results included measurable awareness lift and a #1 EMEA Prime Video Original.

Premium partnershipsCultural launches and communities

Amazon · 2017–2020

Amazon Global Sales Campaigns

Led EMEA localization and execution for Amazon's biggest shopping moments across five markets, combining brand consistency, local relevance, commercial readiness, and repeatable operating discipline.

Operating systems and insightsBrand-to-commerce growth

Amazon · 2018

Alexa Market Launch, Italy & Spain

Launched Alexa in Italy and Spain, markets seeing it as 'niche tech, not for me', by anchoring the spot in a universally Mediterranean moment: a young man using Alexa to prepare a surprise anniversary dinner for his parents. One concept, two markets, native cultural payoff each side.

Cultural launches and communitiesBrand-to-commerce growth

On · 2026

On - SS26 Apparel Leggings and Tights Collection

Built a guided shopping experience for a high-consideration Apparel category, connecting product education, fit confidence, CRM sequencing, paid media, and onsite journeys into a clearer path from discovery to purchase.

Digital category growthCustomer lifecycle and membershipBrand-to-commerce growth

On, Creator-to-PDP integration pilot, Ultra Jacket

On · 2025

On, Creator content across the digital funnel

Reframed creator content from social reach into a reusable digital commerce asset, designed to work across Paid, PDPs, CRM, App, rights planning, and measurement.

Operating systems and insightsBrand-to-commerce growthDigital category growth

Prime Video · 2023

Los Farad, Series Launch

Made Los Farad the most-watched Prime Video Original series from EMEA, by building a fully-immersive 80s Marbella world around it instead of just advertising the show.

Cultural launches and communitiesBrand-to-commerce growth

Prime Video · 2023

Prime Video × Sitges Film Festival

Built Prime Video's launch presence at Sitges, Spain's most prestigious horror and fantasy festival, to position the new series Romancero credibly inside the genre community before mainstream launch. The festival became the validation moment, not just an activation.

Premium partnershipsCultural launches and communities

Prime Video · 2022

Prime Video Pride Sponsorship

Built and sold-in Prime Video's first-ever Pride campaign in Spain, anchored on Madrid Pride, extended into smaller cities, and designed to outlast the rainbow logo.

Cultural launches and communitiesPremium partnerships

Amazon · 2020

Amazon, The Show Must Go On

Amazon's Christmas 2020 brand campaign in the middle of the pandemic, built around a young ballet dancer's resilience, not a single product. Strong video engagement and social conversation with #TheShowMustGoOn, lift in brand favourability and holiday sales.

Cultural launches and communitiesBrand-to-commerce growth

Amazon · 2020

Amazon, Delivering Safely

March 2020. Amazon under scrutiny over worker safety while the world moved online. Built a rapid-response EMEA brand campaign, voiced by each country's General Manager, that put Amazon's frontline workers on screen, not the products. Brand defence as brand campaign.

Brand-to-commerce growthCultural launches and communities

Amazon · 2020

Alexa, Ode an die deutsche Sprache

Built a German Alexa brand campaign as a love letter to the German language itself, 'Ode an die deutsche Sprache'. Wordplay, linguistic pride, and German wit instead of feature demos. Re-positioned an AI assistant from impersonal foreign tech to culturally fluent insider.

Cultural launches and communitiesBrand-to-commerce growth

Amazon · 2019

Amazon, End of Summer Sale

Refused to ship one global script for End of Summer Sale across UK, Italy, and Spain, because 'end of summer' doesn't mean the same thing in Manchester as it does in Naples. Reframed the campaign per market: 'end of summer' in the UK, 'return from holidays' in Italy and Spain.

Brand-to-commerce growthOperating systems and insights

Amazon · 2019

Amazon, Spring Sale TV

Solved a multi-market sale-event problem with a modular TV creative, one core spot, locally swappable elements, stock images filling the gap. Lifted brand love, drove YoY sales growth, and became the template for every Amazon EMEA sale event after it.

Brand-to-commerce growthOperating systems and insights

Amazon · 2019

Amazon.es, Reyes Magos

Made the case for a Reyes Magos-specific Q4 campaign in Spain, and turned a missed cultural moment into a permanent line in Amazon's global Q4 strategy. TV, digital, and OOH, built by localising existing US creative rather than producing from scratch.

Brand-to-commerce growthCultural launches and communities

Amazon and Vodafone España co-branded partnership

Amazon · 2018

Amazon × Vodafone España

Embedded Amazon Prime inside Vodafone Spain's 2018 Christmas TV campaign, turning a strategic telco partnership into a high-reach Prime brand-building moment with no allocated partnership media budget.

Premium partnershipsBrand-to-commerce growth

Amazon · 2018

Amazon × X-Factor Italia

Negotiated and designed a large-scale 360º product integration with X-Factor Italia, one of Italy's biggest TV formats, without breaking the show or triggering Echo devices in the audience's homes.

Premium partnershipsCultural launches and communities

Amazon · 2018

Alexa Market Launch, France

Launched Alexa in France against active anti-Amazon sentiment. Built the TV spot around a young woman using Alexa to come out to her parents, soundtracked by the iconic French hit 'J'aime les filles'. Cultural intimacy as the answer to brand hostility.

Cultural launches and communitiesBrand-to-commerce growth

Amazon · 2017

Amazon, True Stories

Identified that UK-led creative was underperforming in Southern Europe, commissioned research to diagnose the issue, and reframed the regional creative strategy around customer trust and local market maturity.

Operating systems and insightsBrand-to-commerce growth

Amazon and 20th Century Fox Deadpool collaboration

Amazon · 2016

Amazon × 20th Century Fox, Deadpool

Turned a discovery problem into a sold-out launch. Co-created with 20th Century Fox a viral video of Deadpool 'visiting' Amazon's Milan offices, voiced by the original Italian dub actor, to drive the Limited Exclusive Edition Blu-ray, sold out in one day.

Premium partnershipsCultural launches and communities

WANT TO CONNECT?

Let's talk about brand, commerce, and customer growth.

I am open to senior marketing leadership conversations across brand strategy, digital commerce, customer growth, category strategy, lifecycle, membership, and premium consumer brands.

Selected work on this site is summarized at a high level and excludes confidential information, non-public business data, internal documents, customer information, partner information, and proprietary processes.

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