nAS holiday 2025+2026

TLDR; my role: design lead - oversaw 7 internal designers, agency partners on subprojects

Event info: 3+ month long event broken into 3 design phases

Result: oversaw production and delivery of 4600+ assets in 2026 (not including Last-Minute Gifting + Super Saturday)

Early & peak holiday 2026

In an effort to integrate and test automation, our total creative asset requests decreased 60% YoY. The creative bar was still extremely high and our style guide even more important to help build the automated creative assets we would be testing alongside manual creative. Throughout the production process, I provided design feedback, ensured consistency across all campaign assets visually and in message. I directly partnered with UX and merchandising to plan the wireframe, helping select the appropriate story and widget. I collaborated with marketing in campaign planning and strategy, communicating creative decisions during reviews. I also partnered with our COOP team to find the best placements to include products brands paid for inclusion, making sure the products fit in seamlessly to the existing stories and traffic plans.

Last-minute gifting (LMG) + Super Saturday 2025

The final phase of the event, last-minute gifting (12/13-12/25) reduced the color palette to only 2 colors to help signal urgency. New for 2025, LMG included Super Saturday, a deal and last-minute gifting event. This involved close collaboration on my part with our marketing lead to ensure messaging was clear and best in class products on deal were featured across

One of our biggest challenges I tackled for this event was two splash screens, one for LMG and one for Super Saturday. These involved weeks of planning, multiple rounds of reviews and approvals with senior leadership at Amazon including the Shopping Design, Homepage, and brand teams. Despite multiple last-minute changes, we were able to get both live for customers to see 1x per day every time they opened the Amazon app.