Amazon Devices is one of the world's most demanding design environments. Every product launch — Kindle, Echo, FireTV and beyond — requires flawless visual execution across multiple languages, formats, and markets simultaneously. I joined as Visual Designer in 2022 and grew into an Art Director role, contributing to approximately 40 product launches across 14 countries. The most impactful work here isn't visible in a mockup — it lives in the processes, systems, and teams built to sustain it.

Beyond execution, I focused on making the operation smarter. I built optimisation processes to streamline asset localisation, created Figma templates capable of generating hundreds of placements in just a few clicks, and led Figma adoption across international design teams in Europe, MENA, Brazil, India, and Japan — standardising workflows far beyond the US org.

In 2025, I coordinated the design team through Amazon's most ambitious launch to date: 12 products, 6 weeks, one simultaneous global release. Managing that level of complexity — across teams, timelines, and markets — required as much design leadership as it did design execution.