Designed a scalable content framework enabling cross-sell ✔
Innovated within the limitations of platform to maximise brand visibility ✔
Aligned design, product, and marketing teams around content goals ✔
Innovated within the limitations of platform to maximise brand visibility ✔
Aligned design, product, and marketing teams around content goals ✔
✔ Elevated customer experience by showcasing range to drive engagement
✔ Program-managed design and deployment at scale for thousands of SKUs
✔ Program-managed design and deployment at scale for thousands of SKUs
Context:
Within Amazon’s structure, product pages are constrained in layout and scope. To combat this and drive internal brand awareness, we used A+ content modules as an avenue to surface complementary product ranges—encouraging customers to move beyond single-item engagement to basket-building.
The Challenge:
High costs of bespoke content and platform limitations prevented us from showcasing product breadth. This limited cross-category discovery and potentially hindered higher basket sizes.
My Role & Solution
I led the reimagining of A+ content strategy to work smarter, not harder:
- Segmented product tiers into scalable content groups (e.g., breakfast bowls, soups, ready cousins) instead of individual bespoke pages
- Designed modular evergreen templates that could be reused across products and categories—maintaining brand quality and tone while reducing resource strain
- Leveraged design to fit platform constraints, ensuring the content was visually engaging and encouraged discovery of related products
- Collaborated closely with PMs, designers, and marketing teams to align goals, manage timelines, and streamline approvals
- Segmented product tiers into scalable content groups (e.g., breakfast bowls, soups, ready cousins) instead of individual bespoke pages
- Designed modular evergreen templates that could be reused across products and categories—maintaining brand quality and tone while reducing resource strain
- Leveraged design to fit platform constraints, ensuring the content was visually engaging and encouraged discovery of related products
- Collaborated closely with PMs, designers, and marketing teams to align goals, manage timelines, and streamline approvals
Impact
- Boosted cross-category visibility, encouraging seamless 'basket-building' behavior
- Enabled consistent, high-quality content deployment across hundreds of SKUs
- Strengthened brand narrative by showing product breadth and relevance
- Delivered a repeatable, scalable system that balanced platform constraints with business goals
- Enabled consistent, high-quality content deployment across hundreds of SKUs
- Strengthened brand narrative by showing product breadth and relevance
- Delivered a repeatable, scalable system that balanced platform constraints with business goals
