Reversing
Slowing Growth
at Amazon
Built a new department and operating model at Amazon Music that turned content, paid media, and product experience into a unified growth engine — then scaled it across the entire entertainment portfolio.
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+0%
YoY Acquisition Growth
0%
Reduction in CAC
0%
Retention Improvement
+0pt
Consideration Lift
The Challenge
Growth Funnels Were Drying Up
1 Primary funnels were in steep decline. Bundled distribution through Prime and Alexa — once the growth engine — was shrinking fast.
2 No audience development function existed. No department, strategy, or operating model for acquiring new customer segments through growth marketing.
3 Paid marketing was siloed and underdeveloped. No audience suppression, no unified measurement, campaigns running from disconnected accounts.
4 Onboarding and product experience were broken. High drop-off, no personalization, no content-led user experiences.
The Mandate
Build a new department — Audience Development — and the strategy to create entirely new growth funnels across Amazon's entertainment division.
The Approach
Four Pillars. One Growth Engine.
The work started with one insight: people didn't want a promotion — they wanted content. That reshaped the entire strategy.
01
Content-First Strategy
Replaced promotion-led acquisition with content-led funnels. Moved from tentpole
campaigns to always-on cadence across niche and flagship content.
02
Paid Media & Measurement
Rebuilt the stack from the ground up. Centralized media management, onboarded
identity resolution, aligned on unified LTV models with Finance.
03
Product & Onboarding
Redesigned onboarding end-to-end. Replaced manual taste collection with contextual
signals. Connected paid creative directly to in-product experiences.
04
Retention & Churn
Coordinated interventions across onboarding flows, cancel-save paths, product
stickiness, and predictive segmentation. 40% reduction in early-tenure churn.
The Results
The Numbers Tell the Story
+0%
YoY Acquisition Growth
New Audience Development operating model replaced declining bundled distribution with content-led, paid media, and product experience funnels.
0%
Reduction in CAC
Centralized media management, identity-based targeting, audience suppression, and unified measurement frameworks aligned with Finance.
0%
Retention Improvement
Coordinated interventions across early-use optimization, cancel-save experimentation, and predictive segmentation for at-risk users.
+0pt
Consideration Lift
Content-first campaigns connected cultural moments to measurable shifts in audience perception and intent across key demographics.
The Impact
From Strategy to Playbook
The Audience Development model was adopted as a growth playbook across Amazon's Global Media & Entertainment organization — extending from music streaming to Prime Video, Audible, and other entertainment verticals.
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