Amazon/Reddit

At Amazon, I was tasked with leading paid social experimentation, managing over $4M in spend across multiple platforms. One of my key mandates was to identify new marketing opportunities that could scale - not just optimize what already worked.

Challenge
While Amazon’s paid social mix was heavily invested in established channels like Meta and Twitter, emerging platforms like Reddit were underutilized. This meant we were missing opportunities to engage niche but high-intent communities - especially in verticals like gaming and consumer electronics.

Strategy & Actions

• Built and owned Reddit’s paid media channel for Amazon from the ground up, positioning it as a testing ground for untapped audiences.

• Launched A/B testing at scale, experimenting with creative formats, audience targeting, and messaging strategies.

• Leveraged customer engagement data to identify overlooked segments - notably, gamers in the pre-order purchase window.

• Partnered with product and brand teams to turn insights into action, leading to the development of new product offerings and campaigns.

• Created benchmarks and playbooks that became organization-wide guidelines for testing and brand experimentation.
  

Results

• Generated $1.4M in incremental, previously untapped sales through Reddit campaigns.

• Achieved 200% higher CTRs compared to industry benchmarks by optimizing creative and targeting.

• Identified new customer buying behaviors (gaming pre-orders), which directly influenced product development and future media planning.

• Established a repeatable experimentation framework that influenced Amazon’s broader paid social growth strategy.

Impact
This work demonstrated how emerging platforms can be transformed into scalable business drivers. By combining data-driven insights, creative testing, and cross-functional alignment, we turned Reddit from a test channel into a revenue-producing pillar of Amazon’s social strategy.