Amazon News & Communications
Visual storytelling, site and systems design
Art Director + Sr. Designer
I oversaw the visuals team for the Amazon Newsroom, collaborating with business teams, parent and sub brand teams, and PR teams to art direct editorial creative, as well as design new modules within the CMS for visual storytelling. I regularly presented to VP-level executives.
From 2024-2025, I led the front-end redesign of the Amazon News site, regularly presenting to VPs to get buy-in, and managing an agency for execution. Working closely with engineering in agile sprints, the navigation overhaul and visual refresh took 6 months from concept to completion.
Editorial brand standards
My team collaborated with teams across Amazon to curate and create on-brand visuals for news stories publishing onsite, the weekly newsletter, and reputational emails. All editorial creative scaled to Amazon News Instagram, Linkedin, and executive social share.
Amazon-exclusive feature stories
Role: Art Director, Visual Designer
Vendors: Brightspot, Shorthand
The problem: The templates within the CMS were limited, and as the volume of exclusive stories grew, the organization needed more robust templates to tell them.
Process: I worked closely with the engineering team and agency partners to audit, prioritize, and design new featured templates. Some features, like parallax scrolling, couldn’t fit into the code sprints for the year. I then identified and onboarded an additional vendor, Shorthand, to use their interactive modules for features.
Result: Inspired by The New York Times’ featured stories, the new designs saw 341% more engagement, with users spending 142% longer time on page, and 155% higher recirculation rate.
Click below to see the interactive features
Amazon News Design Hub
The problem: As a small in-house team providing design services for an organization of over 300 partners, we needed to develop a process for reviewing media, ensuring editorial assets met a high bar, while allowing partners to move fast.
Process: Working backwards from the data, I looked at the highest performing content on site, setting tenets and a prioritization queue for what the team worked on. I led my team to build a self-service Design Hub, where partners could search and use legal-approved images and templates.
Result: My in-house designers were able to maximize their time spent on high-impact projects that met the tenets, and I worked with my network of freelance motion designers and photographers on editorial features needing additional visual storytelling elements.
Prime Day & Prime Big Deal Days
Prime Day is one of Amazon’s busiest annual sale events. With 60+ articles publishing in the lead up and on the live days of the event, I led the news design team in preparing a comprehensive brand package that scaled across articles, social, email, and international programming.
Business impact: In 2024, my team delivered 2,500 visual assets across two Prime Day events. The stories published with curated artwork, distribution banners, and newsletter assets contributed to our greatest viewership yet with an average of 47,000 page views per article, a 1,306% increase above benchmarks year-over-year (YOY).
Amazon Newsletter
The weekly Amazon News e-newsletter showcases the latest news across Amazon to ~1 million subscribers. I art directed an external agency in the newsletter redesign, ensuring the new brand standards were met.
Business impact: The new, fluid modular template offered additional click opportunities and drove a 210% increase in CTR YOY while adding a 7% attributed recirculation rate on the news site once readers clicked through.