Amazon Registry & Gifting

In 2020, Amazon Registry & Gifting expanded their gift registry product by launching Amazon Gift Lists tailored to specific gifting occasions outside of wedding and baby registries.

  • Amazon identified a nine-figure opportunity over a 3-year horizon by creating gift registries for non-traditional gifting occasions. My role was to help Amazon realize this revenue through influencing product development and creating a GTM strategy for Amazon Registry and Gifting.

    • After conducting qualitative research, honed in on parents as our key customer for a holiday gift registry, and developed features tailored to them, including the ability to make one list for multiple recipients, organized by recipient

    • Led GTM strategy and execution, including developing a brand strategy, naming, developing all in-product and campaign content and copy

    • Developed integrated marketing strategy including top billing in Amazon’s corporate press release for Holiday ‘21, placements in digital and print The Holiday Wishbook (toy catalog), Newsletter placement

    • Launched an Affiliate Marketing program, and offered Amazon Associates double promotion rate to drive Gift List ‘creates’

    • Marketing strategy drove 8-figure incremental revenue in launch year

  • Principal Product Marketing Manager