Three smartphones displaying different scenes. The first shows two women in a store, one using her phone and a grocery delivery notification. The second and third show a man sitting in a public setting, yawning or stretching while looking at his phone, with partial large text overlay reading 'Loooooday?'.

Amazon | Paid Social Strategy

Amazon Fresh operates in a highly competitive grocery category, where rivals often outspend the brand across paid social - particularly during peak retail moments such as Prime Day and seasonal events. The challenge was to improve customer acquisition efficiency while still supporting large-scale retail pushes, without fragmenting the experience across channels.

I led the development of an insight-led, creator-first paid social approach, centred on recipe content and performance optimisation. Rather than relying on static brand creative, the strategy focused on building a repeatable system that could flex across moments, audiences, and platforms - while staying closely aligned with retail priorities.

MY ROLE

I managed multi-million-pound budgets across Meta, TikTok, YouTube, Prime Video Ads, and Amazon Ads, designing full-funnel frameworks that combined acquisition loops, retargeting strategies, and event-led bursts. Alongside this, I introduced a structured A/B testing programme across creative, messaging, and formats, and worked closely with CRM, merchandising, and content teams to ensure paid activity was integrated into the wider customer journey.

OUTCOME

Creator- and recipe-led ads consistently outperformed BAU creative, delivering CTRs above benchmark and reducing CPC month on month. This approach improved channel efficiency as mid-funnel investment increased, while strengthening Amazon Fresh’s paid presence across key social platforms and creating a more cohesive, insight-driven growth engine.