About Me
Originally a California native, I’m now located in Seattle, working for Amazon since 2019. Currently, I support Amazon’s Devices team in their Brand Studio, executing live experiential events, accessibility and sustainability initiatives, and retail onsite events such as Prime Day, Holiday, and beyond. Prior to this, I was on Amazon’s Brand Design and Mass Advertising team for three years, owning the creative for the annual Holiday Toy Catalog that goes to 32M households across the US and CA, as well as the lead CPM for Cultural Event activations such as Black History Month and Pride.
I got my start in creative through production as a stylist and naturally found my strengths in creative ops, management, and strategy for almost the last decade. I have supported a laundry list of creative that could live in areas of Digital, Retail, Metaverse, AR/VR, Print, OOH, Social, POLV/Broadcast, and Live Events for Fortune 500 companies, for brands like Levi’s, NFL, Starbucks, Nike, and Amazon. I have also worked closely with artists, celebrities, musicians, influencers, and partnered with a vast list of specialty agencies.
My passion is truly a hybrid of creative production and program management. My priorities are to bring solutions to complex and ambiguous projects, develop mechanisms to streamline and automate world-class creative, meanwhile keeping the customer at the core of my thought process. Let’s connect and see how I could be a good fit within your creative projects.
Let’s get creative and make some magic.
-Mel Fox
PROJECTS I’VE SUPPORTED
9/20/2023
Amazon’s Devices Fall Launch Event 2023
This September, Amazon conducted its fall press conference aimed at unveiling numerous new services, features, and partnerships to a diverse audience comprising both digital and live tech and consumer media attendees. To learn more about the event, click here. Before the event's official launch, I embarked on maternity leave. However, I was fortunate enough to have taken ownership of the initial planning and project initiation, ensuring it was well underway prior to the event.
3/25/23
MARS 2023 Conference
MARS is a yearly event hosted by Amazon Devices leaders, such as Melissa Cha (Smart Home VP), Dave Limp (Devices SVP), Andy Jassy (Amazon CEO), and Adam Selipsky (AWS CEO), where we bring together innovative minds to cover topics within MARS: Machine Learning, Automation, Robotics, and Space. Prior to the three-day conference, we strategically planned resourcing, vendor sourcing, technical vendors and creative execution in partnership with the 12 keynote presenters. Our creative was expressed throughout the venue, welcome packets, wayfinding, and other touchpoints to provide a cohesive experience for the guests.
9/27/2022
Amazon’s Devices Fall Launch Event 2022
For the past six years, each September, Amazon has hosted a press conference to launch dozens of new products, services, features, and partners to a tech and consumer media audience. In the summer of 2022, I pivoted teams to Devices from Brand and was one of the lead PMs for Amazons biggest Live Event, Fall Launch. I owned and managed multiple creative work streams that all equated for the live event to run without a hitch. My responsibilities were ranging from strategic planning, managing multiple agencies and creatives, partnering with PR and Sr. Leadership, event production, legal, PR and creative/AV production.
6/9/2022 Launch
Amazon’s 2022 Pride Month
In June 2022 we launched our Pride event landing page which is one of the events within our Cultural and Community Occasions. This year we wanted to stand with the LGBTQIA+ community, most loudly and how they are stronger together with the title “Pride Out Loud". At Amazon we recognize, support, and celebrate LGBTQIA+ voices, particularly those who feel like they are being silenced or unable to be seen for who they are. We are proud to support our customers and employees as they dress, watch, read, listen and create ways that let them be their whole selves. As the Creative Program Manager, I was responsible in onboarding a strategic agency to influence a stronger creative idea, I brought in an outside agency to help support and execute an elevated focus on storytelling, and responsible for partnering with our artist Carmela Caldart (she/her), a Brazilian illustrator and animator currently based in Barcelona and member of the LGBTQIA+ community. This event was built in an impressive 6 weeks as it was business critical that our creative strategy was defined to properly demonstrate our understanding of what’s important to the LGBTQIA+ community.
2/1/22 Launch
Amazon’s 2022 Black History Month
This was my second year supporting the global creative elements and execution for Black History Month. We launched the first evergreen landing page supporting “Black is Remarkable” which the phrase explores things that are remarkable about being Black and the ways in which Black people find success against remarkable odds. The onsite experience showcases and amplifies Black Sellers, Artists, Authors, playlists, Directors, Actors and gives customers the opportunity to learn about Black-owned brands, and other programs that support Black businesses here at Amazon.
More importantly, Amazon created a shopping page that gives an opportunity for Black-owned sellers to amplify their evergreen business storefront, and remind customers they can support these businesses year-round. Visit the Buy Black page. In total, we partnered with 16 Amazon teams, 9 cities featured pop-up stores and the landing page had around 3.4B impression for just the month of February.
3/1/2022 Launch
Amazon’s Private Brand, Denali
With a delayed launch in 2022, in 2020 we kicked off a re-brand project to deep dive on how Amazon could redevelop a tool line that sets the brand apart from its competitors within the already saturated market. This even included our own, Amazon Basics line. We broke down color explorations, tag lines, price points, who our customer was and worked with international teams to identify what the initial line of tools (3) would look like. Happy to see this private brand live where you can check out their Brand Store.
10/10/2021 Launch
Augmented Reality with Amazon’s Holiday Toy Book Woodland Friends
This year we wanted to push innovation and figure out how we could continue bring the book to life. This was the first-ever executed augmented reality within XCMC. We worked with an outside agency where we gave them the library of our 150+ illustrations, determined the tone of the woodland creatures, developed music, aligned with the domaines team, locked proper hosting needs and data parameters. This was a fun and challenging project that will be live till spring 2022.
10/10/2021 Launch
Amazon’s Holiday Toy Lookbook 2021
As the Lead Program Manager for 4th gen Holiday Toy Lookbook, this book continues to grow in popularity and allows us to innovate time over time. With 100 pages from front to back, 625+ toys were featured with 13 activities. This book had many new initiatives we are so proud of. It’s the largest page count yet, customer in-home delivery count was 30M. It was the first time we launched in the CA market with 1.5M+ localized books. The first ever Disney Cruise Sweepstakes and first ever Augmented Reality CX. This was the first year we were able to make the book digital and shoppable linking directly to your shopping cart or wishlist. We also took this out of home in 4-Star store, Pop-up shops, NYC Kickoff events, printed mailers and collaborated with our internal Toy X influencer partnership program. This project is a labor of love that sits with me for about 9 months, but seeing it in the hands of kiddos is by far the best.
10/15/20 Launch
Amazon’s Holiday Toy Lookbook 2020
This 94 page lookbook was delivered to 28 million households across the US. It showcases 500+ toys and features activities, stickers and digital interactive components. Myself and another program manager spearheaded this project from concept to delivery with a 7 month window of design development. In the midst of a pandemic, this already complex project was faced with so many other uncertainties. To name a few I worked with 50+ stakeholders and managed all workstreams. I also supported delivery redefining production efforts, with this project kickstarting the first shoot back in studio with new protocols. Product status and design impacts were assessed daily with vendors partners to ensure that the product would indeed arrive or be in stock during publish date with contingency plans in place. I supported working closely with design to ensure proofing and production design had files print ready and delivered, thus resulting in no design errors for this project.
3/11/2020 Launch + Repurposed 3/28/2022
MARS 2020 Conference (Launched in 2022)
Repurposed for 2022, but put on pause in 2020, myself and a creative team was tasked to support the overall look and feel for the 2020 MARS conference. MARS is a yearly event hosted by Amazon’s Founder and CEO (at the time) Jeff Bezos. MARS brings together innovative minds in Machine learning, Automation, Robotics, and Space to share new ideas across these rapidly advancing domains. We developed many creative elements for this conference and worked with upwards of 15 presenters that were going to be speaking at this conference. Due to COVID-19 this conference was cancelled 9 days prior to the event.
2/1/2021 Launch
Celebrate Black History Month
In February of 2021, I supported the first ever XCM-driven Cultural & Community Occasion (CCO) of its kind within Amazon. This project was a homepage take on 2/1, a robust landing page, and two blog posts that was dedicated to featuring 16 Maker and Creators of the Black community. I supported working closely with 10+ different internal teams (Books, Music, Amazon internal programs and more), a various amount of external teams, legal, PR. We worked side by side with the Black Employee Network team, creative design and UX team to make sure we provided the best CX for our customers.
9/1/2019 Launch
Samuel L. Jackson as the voice of Alexa
In 2019/2020 we teamed up with Sam Jackson to takeover and be the voice of Alexa. Over 14 days of recording and a one day shoot we took these assets to create a skills page, a product detail page as well as created assets to support our main Amazon.com page for not only one, but two launches. We also created a 15, 30, and 60 second spot that lived on the detail page and, of course, we continued to encouraged Sam to be his crude self.
11/1/2019 Launch
Prime for Veterans
Myself, UX and Marketing were tasked in developing a net-new landing page to support veterans, active-duty troops and Guard and Reserve members who could get a one-year Amazon Prime membership for $79 -- that's $40 off the regular price. Developing a page that could support SheerID verification was something that had not been done before. We partnered heavily with Amazon Jobs, Amazons internal Warrior affinity groups and showcased many of the external military small business we support and give back to.
11/18/2020 Launch
(RED) X Alexa Device
In the Fall of 2020, I supported the digital assets for the launch of the new (RED) Alexa device. I supported Design, Marketing and the (RED) Team with developing a series of assets that were approved for launch and to live on the homepage. These assets were also leveraged through our automation tool for other regions to leverage.
10/15/2019 Launch
Amazon’s Holiday Toy Lookbook 2019
This 90 page lookbook was delivered to 20 million households across the US. It showcased 466 toys and held about 4 unique activities. I jumped in to support the final execution of design and retouch meanwhile sticking tight with legal, PR and other cross-functional business partners.
12/1/2019 Launch
Amazon’s Holiday Toy Lookbook 2019 (Mexico)
Shortly after delivering the US version, Mexico partners requested we support localizing for the Mexico Market. This book had 36 pages with 150+ toys. We luckily had the bones of design but we did have to showcase toys, marketing materials that were specific to this market and partner with an Agency to deliver final files to print.
3/20/2017 Launch
Levi’s x Rolling Stone
I supported the year long collaboration with Rolling Stone and Levi’s. Levi’s found deep ties to music over the last 50 years, so we created a limited edition co-branded collection. The collaboration hosted special events like SXSW, pop-up retail shops, an online selection, packaging, developing a pin trio set, email marketing campaigns and social content.
2015 -2018 Fall/Winter & Spring/Summer Refresh
Levis Commuter Line
As the lead Program Manager from 2015 -2018 I supported gathering assets from a Bay Area Agency to work with UX and Design to populate and refresh the Commuter Landing page within levi.com that would happen twice a year on a 6 month lifecycle. I would also support social, PR and any other teams in need of developing assets in addition it all email marketing campaigns. The Commuter Line is one of many subset collections within Levi’s to support the customer who is active on two wheels.
2015 - 2018 Fall/Winter & Spring/Summer Refresh
Levis Made & Crafted
Levis Made & Crafted is the more elevated and premium line within Levis with products that are artfully constructed using superior fabrics. As an owner of this program, twice a year I would support our Global Stylist and Creative Director to give this line an elevated shoot to support the elevated product. Once content was captured I would support the refresh of this landing page and any other content associated with it such as, digital assets, printed pieces, partnership with Vogue, Highsnobiety and Hypebeast.
Resume
Experience
AMAZON, SEATTLE, WA
2022 - PRESENT SR. CREATIVE PROGRAM MANAGER (III)
Manage all experiential live events for Amazon Devices and PR within Brand Studio.
Primary and secondary lead in collaboration for executing all Devices live events.
Develop foundational user insights, product experiences, and delivers creative work that activates a brand’s identity and purpose to enable best-in-class experiences across the complete user journey.
Close collaboration with creative direction of multiple agency partners simultaneously in addition to an internal design team, creative, and product groups within the broader organization.
Contributed to growth of the team through sourcing, interviewing, and hiring candidates, organizing and leading design team events, and supporting organizational planning.
AMAZON, SEATTLE, WA
2019 - 2022 CREATIVE PROGRAM MANAGER (II)
Support and drive creative business for Digital Mass Advertising and Brand Marketing (XCMC).
Support creative and production initiatives for a variety or digital and print for projects. To highlight a few: the first annual Black History Month (Cultural Events), Samuel L. Jackson X Amazon Devices, Amazon Toy Holiday Book & Toy Gift Guide (2019, 2020, 2021) and Augmented Reality, MARS Conference and creative for our Subscribe & Save program.
Issue assignments, oversee creative workflow and support building out roadmaps. Strategically approach programs and develop playbooks for future use to invent and simplify. Discuss tradeoffs, ensuring I’m proactive vs. reactive and lean on data rather than judgement.
Streamline team processes, secure project approvals, and produce dynamic results that work for the needs of many different business partners. Merchandising, legal, PR, motion, video, UX, design, copy, and/or 3rd party agencies.
LEVI STRAUSS, SAN FRANCISCO, CA
PROJECT MANAGER FOR GLOBAL MARKETING OPERATIONS
Manage the collaboration between internal/external project request platforms used by multiple channels and business partners. Ensure that project momentum is going at all times with teams including: Marketing, E-Commerce, CRM, Design, Production, and Operations
Supported projects with NFL, MLB, NBA, Vogue, Pintrill, People Magazine, Coachella, SXSW and executed collaborations with celebrities and musicians
Focus on streamlined executions and delivery, with data-informed projects. Review trends and insights to achieve maximum business success for eComm and Email
Actively track the checks and balances of programs and projects to budget, while ensuring transparency and communication with all key stakeholders
LEVI STRAUSS, SAN FRANCISCO, CA
PROJECT MANAGER ASSOCIATE FOR GLOBAL CREATIVE SERVICES
Manage projects from concept to final delivery, meanwhile working closely with pre and post-production teams
Manage communications and workflow to ensure deadline and budget constraints
Maintain internal project tracking and manage communications and workflow
Manage digital assets within the server and DAM platform
LOCALE MAGAZINE, ORANGE COUNTY, CA
ASSOCIATE PRODUCER
Collaborated with team members to effectively create concepts for Locale’s demographic
Create concepts and execute ideas in a timely fashion
Manage and grow the social media communities that Locale Magazine was responsible for
Excellent performance under high pressure and successfully meeting deadlines
Used monitoring platforms, social and web analytics to measure all social media activity for clients
Education
B.A. MAJOR IN COMMUNICATIONS
UNIVERSITY OF CALIFORNIA STATE FULLERTON
Skills & Programs
Online UX Platforms, HTML, CSS
Performance reports & KPIs
Basecamp
Workfront
JIRA
Smartsheet/10k
Tableau
Quip
SaaS Platforms
Microsoft Suite
Adobe Suite
Project Manager/Creative Producer
Agile/waterfall methodologies
Live event activations
Video/Motion design
Digital events
Print and catalogs
Digital asset management
Ambiguity is the name of the game
Rapidly pivoting priorities
High volume projects & pressure
Account management
References
Available upon request
Testimonials
“Mel has been the BACKBONE of XCM’s very first Cultural Occasion! The Black History Makers event would not have been a success without the dedication and organization of Mel Fox! Mel took complete ownership of the project workflow, so that by the time I started on XCM all I had to do was review her very detailed notes to get caught up. She’s been absolutely amazing at helping to onboard me to the entire XCM creative process. I don’t know what I would’ve done without her. Thank you so much, Mel!”
“Mel keeps projects on track with timely, crisp communications and unrelenting prioritization, thinking through and addressing trade-offs between timelines, resources and customer experience. She goes above and beyond to address the needs of her multiple customers (designers, business partners, Amazon customers) with ‘healthy hustle’ that optimizes for standards vs. bandwidth.”
“Mel is one of the best project managers I’ve worked with. She has the ability to work with varying abilities and attitudes, from creative to marketing and get everyone on the same schedule and deliver high quality product. Mel is also a supreme person with a great disposition that makes all tasks seem enjoyable. Lucky is the team that gets to work with Mel!”
“I worked with Mel when she was the project manager overseeing Levi’s e-commerce projects and I was the copy director at Levi’s. Mel always impressed me with her willingness to find solutions to every challenge we faced, whether it was rethinking processes, finding more time in a tight schedule or making sure everyone involved in the project felt heard and accounted for. She’s one of those rare PMs who finds the calm in the storm and maintains a positive attitude no matter what kind of craziness comes her way — and she’s had to face plenty of it, believe me. I’d work with Mel again in a heartbeat!”
Contact
