EMMALAINE LEIBMAN BAKER

Leading efforts to define monetization strategies, execute end-to-end go-to-market plans, and establish a North Star sponsorship vision

Focusing on positioning Amazon as the premier integrated sports franchise destination across all teams and leagues to drive user engagement and revenue growth. Strategies are grounded in building cohesive product and marketing frameworks that strengthen partnerships and align with long-term growth objectives.

• Collaborating cross-functionally with Central Marketing teams, Product, Ads, Policy, and Legal to enhance the customer journey from search to purchase.
• Crafting tailored shopping experiences to enhance sports fandom engagement

• Negotiated four-year, $20 million NWSL retail merchandise partnership with Amazon under multi-faceted marketing agreement
• Managed inaugural NBA Playoff retail marketing campaign through onsite marketing levers and offsite paid tactics
• Orchestrated five C-level meetings among Amazon, One Team, and NBA Player's Association to improve player and merchandise integration
• Established relationships with key internal stakeholders to innovate 'Core 4' workflow across Amazon divisions

• Bi-weekly women's soccer coach for women's U5 and U9 soccer teams

• Drove the strategy and go-to-market for 5 new-to-market Entertainment product and Sponsorship opportunities across Prime Video, Freevee, and Live Sports (Thursday Night Football)
• Coordinated across the Amazon Ads (Product Marketing, Sales, Yield, Design, Advertising Operations, Account teams), relevant product teams (Fire TV, Prime Video), and Amazon Retail teams to build and execute marketing strategies for Entertainment and Shopping sponsorships totalling $50MM in revenue
• Partnered with Research, insights, measurement, marketing, and sales to develop comprehensive and consistent product sales narratives
• Owned 360-degree launch to customer feedback cycle to ensure product optimization and improvement

• Defined global strategic go-to-market (GTM) plans for priority shopping moments including Black Friday, Cyber Monday, Prime Day, and Back to School
• Directed Amazon Ads' inaugural integrated B2B marketing campaign for Prime Day and Prime Big Deal Days across 50+ stakeholders and 10+ teams
• Prepared weekly and monthly business reports for leadership, documenting progress on goals and customer expansion
• Managed $10MM budget across paid partnerships, media, social platforms, and event activations

• Directed 12 annual campaigns for 360-degree Snapchat moment-based marketing programs, achieving an average revenue growth of 14%
• Increased advertiser participation by 20% during Back to School campaign and 57% YoY revenue for Halloween
• Served as primary contact for Senior Sales, Product, and Partnerships leadership to ensure successful go-to-market strategies
• Developed cross-functional work streams and operationalized briefing processes to enhance efficiencies in creative execution

• Oversaw storytelling and content creation for social media, paid digital, and OOH executions
• Developed comprehensive competitive messaging playbook through detailed product analysis and over 30 industry interviews
• Spearheaded unique event model to enhance brand loyalty by engaging with major industry events such as Ad Week NY, SXSW, All Star Weekend, and Super Bowl

• Served as primary contact for over 20 clients, including media and creative agencies
• Developed brand vision and crafted creative concepts through proactive pitches and executive keynotes
• Collaborated with Sales to secure budgets for Augmented Reality and mobile video innovations
• Contributed to an average annual upsell of $300k across 10 customer accounts

• Increased project adherence through effective timeline management and client communication strategies
• Increased sales by developing effective sales collateral