Leading Amazon’s Prime Day Campaign
(While Planning My Wedding)
Context & My Role
Prime Day is Amazon’s version of the Super Bowl, an all-hands-on-deck shopping event that drives enormous traffic, engagement, and revenue across the company. It’s high-stakes for every team, especially ours in Consumer Electronics. But two months before the big day, our Marketing Manager, who was supposed to lead the charge, went on leave. At the same time, our team was already stretched thin with high turnover. On the demand generation side, it was just two of us.
With no one else in place, I was asked to step in and lead the entire Prime Day campaign for Consumer Electronics. That meant owning everything: strategy, pricing, design, execution, and campaign launches, while collaborating closely with Vendor Managers representing brands like Samsung and Intuit. Oh, and I was also two weeks away from my wedding.
Placeholder designs — my original work is currently being gathered.
What I did
Though I felt overwhelmed, I knew what needed to get done and I was ready to do it. I took ownership of the full lifecycle of the campaign:
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Strategized marketing packages: I defined which assets we’d offer vendors and priced them to align with campaign goals.
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Managed vendor relationships: Around 50 vendors bought placements, and I handled all communications; gathering product details, writing copy, and managing feedback.
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Created hundreds of assets: From banners in English and Spanish to campaign pages, I personally designed every asset within Amazon’s strict brand guidelines (which included a recent font update).
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Systemized everything: I built massive spreadsheet systems to track asset needs, translations, deadlines, approvals, and campaign links.
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Launched and monitored: I not only built and launched each campaign page but stayed online the night Prime Day went live. I monitored placements in real time and helped Vendor Managers troubleshoot any issues.
While Amazon’s branding was tightly controlled, I found opportunities to be strategic—especially in how copy was written and where banners were placed for maximum impact. Even under strict guidelines, smart creative decisions can make a difference.
Placeholder designs — my original work is currently being gathered.
Stepping into this role mid-stream meant I had to earn trust quickly. I stayed in constant communication with Vendor Managers and didn’t shy away from questions. Many of them later told me I was easy to work with and appreciated how responsive I was. I also found myself training new hires (including more senior-level employees) based on everything I had figured out along the way.
Collaboration & Leadership
Result
Prime Day went off without a hitch. All assets launched on time, everything displayed correctly, and the campaign hit its goals (still gathering final metrics). I stepped into a leadership role far beyond my original scope, and helped the team deliver during one of the company’s most critical moments—all while juggling major life events.
Reflection
This experience gave me a new level of confidence. I proved to myself that I can lead large-scale, high-pressure campaigns, make strategic decisions under constraints, and collaborate across teams to drive results. Most of all, I’m proud that I got it done and that I earned the trust of those around me along the way.
