re:Invent - Amazon Web Services
As Creative Program Manager for Amazon Web Services (AWS), I lead creative development, demand generation campaigns, and process optimization for the world's largest cloud computing conferences: re:Invent and re:Inforce. These flagship global events serve 65,000+ developers, IT decision-makers, and cloud professionals annually.
My Role - Creative Team Management, Website Content & Publishing, Demand Generation, Motion Production, Vendor Management, Production Management
Partners - Production Club, Opus, Sparks
Team - AWS Global Events
Demand Generation
I lead the partnership with the Demand Gen team to create global templates for organic and paid social content, email campaigns, and video content direction. The templates drove demand for ticket sales and sponsorship opportunities.
We created both motion and static assets that were localized for 17 countries and developed copy to target key messaging initiatives like registration launch, speaker announcements, and session info.
Website
Through collaboration with the event marketing team, I was responsible for spearheading the development and launch of the re:Invent website. Site content was published to share all speaker info, support attendee registration, drive agenda creation, and provide livestreaming functionality.
Along with the single-threaded owner from marketing, I managed the writing team, stakeholders, photo selects, and dev team through daily comms management and scalable workflows. We took delight in the operational efficiency for a high-volume of content and updates. You can take a look at the post-event site here.
Motion Management
We used motion to bring the digital canvases throughout the event campus to life. The outcome to attendees was an elevated experience and providing ambianant background to their networking. Screens were located in key locations like The Wynn, Expo, and Innovation Talks.
Key motion art was developed by Production Club, then internally directed and edited for each specific placement.
Key Outcomes & Impact
5,000+ Early Event Registrations Developed and executed targeted demand generation campaigns that drove significant early registration momentum, exceeding initial KPIs and setting a foundation for sold-out event attendance.
30% Improvement in Delivery Efficiency Implemented Asana project management system for Global Events team, reducing stakeholder request turnaround time and improving cross-functional collaboration through standardized workflows and centralized tracking.
Seamless Multi-Channel Campaign Execution Delivered integrated campaigns across web, social, email, digital signage, and on-screen content—ensuring consistent brand experience from initial awareness through on-site attendee engagement.
Scalable Creative Operations Framework Established repeatable processes for managing design teams and vendors across two major annual conferences, enabling efficient resource allocation and quality control at enterprise scale.
Skills Demonstrated
Demand Generation & GTM Strategy
Campaign Development & Execution
Cross-Functional Stakeholder Management
Vendor & Creative Team Leadership
Process Optimization & Implementation
Digital Content Strategy
Project Management Systems (Asana)
Event Marketing & Promotional Strategy
Brand Guidelines & Messaging Frameworks
