Cross-Channel, Cross-Category Marketing (XCM) aims to be the most culturally aware, creatively breakthrough, and measurably effective marketing organization in the world. We strengthen the brand, grow the business, and reduce cost for Amazon.
XCM is comprised of business and brand leaders, creatives, media strategists, buyers, brand planners, producers, insight leaders, and more—the whole cast of characters needed to lead cross-channel campaigning at one of the world’s largest advertisers.
We grow our brands and achieve business objectives, execute a seasonal and cultural events, and build tools, capabilities, and targeting for more effective campaigning across channels. We do it all in the name of making highly measurable, bar-raising creative.
Check out our work HERE!
The Creative team is made up of strategists, program managers, producers, and more who lead cross-channel campaigning. Our creative wing spans mass advertising, creative social media, and global brand design. We’re the partners responsible for organizing, guiding, & producing marketing materials.
The Brand Marketing team is responsible for the go-to-market strategy and campaign execution for mass cross-channel marketing designed to drive affinity for the Amazon parent brand.
We’re also responsible for multicultural marketing in the US as well as Cultural and Community onsite experiences.
This team is responsible for tracking the overall health of the brand and developing creative briefs for Amazon internal creative teams and external agencies. This includes working with our insights and media teams and collaborating with planning and measurement teams to develop objectives, optimize in market, and report results.
This team works on generating content, relationships, and touch points with well-known figures to sell Amazon products.
The social team takes social content/brand messaging and distills it through social touch points like Amazon’s social handles.
Meet the XCM Team
Learn how you can be involved within XCM
Corina works on the Prime Brand Design team as a copywriter in Seattle, Washington. Prime Brand Design guides Prime brand coherence globally. This team is responsible for setting the standard for visual brand expression through design and copy that supports consistency and better brand standards across the company.
Tia works within XCM’s Prime Marketing Team as a Sr. Marketing Campaign Manager. The Prime Marketing team creates mass marketing campaigns for Amazon Prime. Tia’s current role is to develop a campaign strategy that maximizes acquisition and retention for Prime’s Biggest growth audiences, including Black, Hispanic, and Gen Z customers.
Krishna has been with Amazon since 2015 and is currently a Product Management Lead for XCM’s MODE (Media, Operations, Data and Execution) team in Seattle, Washington. Krishna joined the Amazon Retail team in 2015 to be apart of the Retail Leadership Development Program (RLDP) after completing his MBA.
Tessa works on the XCM Global and Multicultural Brand Team as a Sr. Brand Campaign Manager in New York. Tessa’s team leads the Brand and Retail big rock, which plays an important role in XCM’s portfolio strategy, designed to create a stronger through-line from our upper to mid-funnel messages.
Enrique is the Head of the Global Brand Tracking program for Amazon Retail and Prime, the Retail Brand Tracker (RBT). The longest running research program in XCM, it monitors upper-funnel metrics (i.e. awareness, consideration, purchase intent, etc.), as well as perceptions in more than 20 marketplaces around the globe.