AMAZON: Brand Marketing & Creative Direction

Amazon’s global brand standards didn’t translate to how shoppers in China browse and buy. The marketplace needed a creative system that kept the global identity intact while speaking natively to regional behavior — across Prime, Fashion and Global Store.

As Creative Lead on the D1 Global Creative team, I directed brand and UI for the region and paired art direction with data-driven testing — so every localized decision was measured, not guessed. We rebuilt the creative pipeline to ship assets 40% faster without losing the bar.