I lead the development of influencer strategy across five main European markets, defining how the brand worked with influencers and also building out influencer processes within the agency. The former was looking to answer the question of how to continue building cultural relevance for Amazon Music in the face of rivals like Spotify and Apple Music. The answer here was an always-on team of influencer talent, to support the brand at events and cultural moments, while providing a steady drumbeat of content around the brand. The process of developing this was extensive, involving gaining stakeholder buy-in from markets across the continent, and clients across multiple levels of seniority.

The latter involved working cross-functionally with other teams in the account and agency to develop a system of processes and structures. The framework developed was successful in allowing the team to efficiently manage incoming influencer work, and service the high-demand for influencer work without overturn.