Senior Creative Lead

Dec. 2017 to Feb. 2020

As a creative lead on the first AI for Kids, I owned several content programs to create delightful experiences for our customers. From helping with the inception of creating the product, Alexa for Kids, to setting guidelines for her speech, tone and personality. My role on this small team had a large impact managing the content lifecycle. Some content was created for educational purposes (i.e. "Alexa, tell me a dinosaur fact; Why is the sky blue") and for fun and laughs (i.e. "Alexa, gross me out"). I managed the voice experience, which often included time spent creating words, sounds, collaborating with engineering teams to ensure audio was accurate. This included recording and producing original audio for holidays, special events, campaigns or when needed.

After we created the Alexa for Kids persona and plenty of things for her to say, I began to look at ways to engage the customer further with promotional campaigns geared at customers. An evergreen campaign I initiated highlighted feature awareness and content on the devices - as it was hard to discover without a screen. I worked with companies like Disney and Nickelodeon to create audio originals that highlighted their content. Customers would find these through curated asks (i.e. "What's the skill of the week?" and "Unwrap my present"). When we launched screen devices, the campaigns evolved. One special holiday campaign named "Call Santa," featured videos that simulated face-to-face conversation with the jolly figure and his elves. My work included creative concept, storyboarding and writing with my team for those originals. Overall, we saw an uptick in usage from these engagement campaigns.