Global-to-local brand leadership ✔
Cross-market stakeholder alignment ✔
Process efficiency and scalable visual asset creation ✔
Cross-market stakeholder alignment ✔
Process efficiency and scalable visual asset creation ✔
✔ Strategic creative direction — relatability, humanity, empowerment
✔ Cost-effective execution through multi-format content planning
✔ Negotiation & partnership with a new agency
✔ Cost-effective execution through multi-format content planning
✔ Negotiation & partnership with a new agency
Context:
The Delivery Service Partner (DSP) program allows individuals to run delivery businesses under the Amazon brand. Existing US-led visuals lacked local resonance in Europe, feeling distant and failing to represent diverse partners across EMEA markets.
The Challenge:
We needed a new visual identity that spoke to European audiences: warmer, more relatable, and inclusive. The project had to be executed under tight time and budget constraints, requiring smart resourcing and strong stakeholder management across multiple regions.
My Role & Solution
I led the transformation of the DSP program’s EMEA visuals:
- Negotiated a new agency relationship — secured better creative alignment and favorable terms, ensuring both cost-effectiveness and quality.
- Set the creative direction — developed a visual strategy focused on relatability, diversity, and situational storytelling (beyond delivery stations).
- Maximized efficiency — combined photo and video shoots into one production, reducing spend and accelerating delivery.
- Aligned stakeholders across regions — managed input from Germany, Italy, Spain, France, and North America to ensure global standards while reflecting local realities.
I led the transformation of the DSP program’s EMEA visuals:
- Negotiated a new agency relationship — secured better creative alignment and favorable terms, ensuring both cost-effectiveness and quality.
- Set the creative direction — developed a visual strategy focused on relatability, diversity, and situational storytelling (beyond delivery stations).
- Maximized efficiency — combined photo and video shoots into one production, reducing spend and accelerating delivery.
- Aligned stakeholders across regions — managed input from Germany, Italy, Spain, France, and North America to ensure global standards while reflecting local realities.
Impact
- Delivered a fresh, authentic visual library for use across EMEA markets.
- Enabled localized storytelling that connected with diverse DSP audiences.
- Achieved brand alignment between global positioning and local execution.
- Proved ability to balance commercial negotiation, creative leadership, and cross-functional alignment.
- Enabled localized storytelling that connected with diverse DSP audiences.
- Achieved brand alignment between global positioning and local execution.
- Proved ability to balance commercial negotiation, creative leadership, and cross-functional alignment.
New EU Photography
Existing NA Photography
