MICHELLE COHEN
Lawrence,USA
Summary
Dynamic Product Marketing Manager with a proven track record at Amazon, driving over $100M in growth through innovative go-to-market strategies and cross-functional collaboration. Expert in digital advertising and customer experience optimization, I excel in leading product launches and developing impactful marketing campaigns that enhance brand visibility and engagement.
Overview
10
10
years of professional experience
Work History
Product Marketing Manager
Amazon (Amazon Fresh)
01.2021 - Current
- Expansion of Grocery Project:
- Product Launch Leadership: Led over 50 product launches for Amazon Core, directly contributing over $100M in growth through innovative Brand Marketing strategies. Spearheaded initiatives including widgets, search optimizations, strategic logic changes, enhancing features like post-ATC widgets and personalization strategies, working cross-functionally with 10+ product and business teams focused on Digital Advertising and Consumer Product innovations.
- Data Analytics & Reporting: Developed comprehensive weekly reports on Amazon Fresh's performance, managing over 20 metrics such as Abandonment, Average Order Size, and Sales Revenue to optimize customer experiences utilizing Market Insight and Marketing Mix Modeling.
- Wireframe Launch Management
- Spearheaded the Fresh Storefront wireframe update for ~50M users, achieving a 300bps yearly engagement increase. Coordinated cross-functional teams and guided L8+ leadership through strategic executions, optimizing ongoing performance for sustained impact in alignment with Advertising best practices.
- Storefront Product Launches:
- Oversaw 15 product launches, saving 900+ hours and increasing sales by 76% YoY. Developed U.S. product launch criteria and reporting mechanisms, ensuring seamless communication between Retail Marketing and tech teams. Enhanced U.S. customer experience through refined algorithmic presets and guided future Marketing Strategy setups.
- Marketing Manager, Prime Day
- Achieved a +381% YoY increase in attributed OPS and elevated engagement by 580 bps YoY through leading GTM marketing program for Amazon Fresh Prime Day 2022 and 2023.
- Oversaw strategy development, secured leadership approval, prioritized deals with data analysis, recommended optimizations, and managed end-to-end launch planning utilizing Artificial Intelligence algorithms for precision.
- Supervised a team of three, guided creative iterations for onsite and external marketing, conducted three pre-launch site audits, and directed daily and post-event reporting on Corporate Communication and External Communication efforts.
Marketing Manager, Events
Amazon (Amazon Fresh)
09.2021 - 12.2023
- Drove an average of +25% YoY growth in sales per event and saved cross-functional teams ~100 hours of auditing per team (per event) by leading all major Amazon Fresh events (Halloween, Valentine’s Day, Easter, etc.) as the sole Marketing Lead. Owned creative, selection, and markdown strategy, while partnering with key cross-functional stakeholders (In-stock, Vendor Management) to align priorities and streamline execution across teams.
Marketing Manager, Breakfast Category
Amazon (Amazon Fresh)
07.2021 - 12.2023
- Led marketing initiatives for the Breakfast category including two top ten Amazon Fresh Grocery external vendors, General Mills and Kellogg’s, supporting over $10MM+ in marketing investments. Developed innovative strategies to allocate vendor funding to maximize the investment for vendors, generating an average +20% unit lift on utilized brands through effective Marketing Mix strategies.
Marketing Manager
Paynada Processing
06.2020 - 01.2021
- Instagram and Facebook Presence Project: Launched and maintained a social media presence growing steadily at a 10% weekly rate since launch, leveraging Ad Tech insights. Strategized with key stakeholders to compile a yearly plan to expand IG and FB presence.
- LinkedIn Recruitment Project- Tasked with expanding LinkedIn profile solely focused on recruitment. Organized competitive study of three major competitors, focusing on Case Study comparisons and distinctions in corporate advantages. Drafted quarterly, yearly, and six-month plan for recruitment. Results included a consistent 13% increase in weekly expansion of LinkedIn following, translating to a 5% increase in quality candidates for review. Produced an 88% increase in LinkedIn following in a span of 8 months.
- Internal Sales Marketing: Sales Training Reorganization and Streamlining: Worked closely with the sales team to reorganize incoming sales training. Streamlined training protocols to fit the scale of incoming training, including creating online platforms, relevant videos, and content to ease transitions for new employees. An evaluation of new recruits showed a 90% satisfaction rate from all incoming employees to date.
BOLD APMM (Associate Product Marketing Management) Intern
Google
06.2019 - 08.2019
- Assessment Google Moments 2019- Confirmed activations launched across Google’s Ecosystem in 2019, tracked communication channels that were utilized; and gathered metrics and benchmarks for each Moment activation, applying principles of Advertising for accuracy.
- Brand Moments User Expectation Analysis- Worked closely with the manager to generate 10 hypotheses to guide research. Scoped out 43 pages of external user expectation research. Worked closely with an external research agency to generate further data insights. Performed a competitive analysis of over 15 competitive brands over 30 moments for 2018-2019, ensuring a comprehensive understanding of Marketing Mix improvements. Created comprehensive moments guide deck of insights, best practices, and learnings.
- D&I Research- Drafted thorough surveys and interview questions to help brand moments gain understanding of Employee Resource Groups (ERG’S) expectations of Moments, points of contact, and relevant insights. Interviewed ERG’s one-on-one for follow-up. Compiled ERG Brand Moments Guide deck with findings.
Marketing/Business Management Intern
Teri Jon Company
07.2015 - 06.2019
- Vogue Photo-shoot: Aided with efficiency of shoot and assisted CEO with all personal and professional tasks. Organized merchandise and aided with logistics such as lighting, space utilization and wardrobe using Marketing Program insights.
- Saks Fifth Ave Photo-shoot: Worked with CEO and marketing director to promote Teri Jon brand to Saks clientele. Included market research and assistance in styling models and serving as liaison between models and administration. Also aided in Photoshop, Photo Editing and product description using Digital Advertising techniques.
- LiketoKnow.it Event- Selected to attend LiketoKnow.it bloggers event. Tasked with taking inventory, notes, and network building with potential clients. Also aided in styling models and CEO with all professional tasks. Built strong relationship with models and team.
Analyst
Principis Capital
09.2018 - 01.2019
- Researched Merchant Market for Cash Advance opportunity in various countries and states. In addition, required to research cash advance protocol, specifically for Principis Capital Clients. Research includes financial research, merchant research, Franchise, Retail, Automotive, Health, Beauty, Medical, and Education Data collection, utilizing Business Development strategies for thorough analysis.
- Collaborated directly with the CEO, Vice President of Sales, and Chief Technology Officer to develop a detailed plan to expand into various markets, applying Engineering principles where applicable.
Fashion Teacher
Shulamith High School for Girls
01.2018 - 06.2018
- Detailed Curriculum: Developed detailed curriculum of course requirements and expectations including mood board research, technological advances in fashion, fashion history and modern fashion.
- Provided Students one-on-one help, responded to students’ questions on class forums, graded all curriculum assignments, held consistent office hours.
- Served as a liaison between teachers and students for advocacy for fashion programs and fashion opportunity.
Education
Bachelor of Arts - Business
Macaulay Honors College
Queens, NY06-2020
Skills
- Project management
- Communication skills
- Go-to-market strategy
- Business insights
- Product launch leadership
- Customer insights
- Excel proficiency
- Adobe Creative Suite
- Creativity and innovation
- Public speaking
- Marketing strategy development
- Digital advertising expertise
- Customer experience optimization
- Market analysis
- Cross-functional collaboration
- Strategic thinking
- Product development lifecycle management
- Content marketing strategies
- Marketing campaign execution
- Sales forecasting techniques
- Value proposition development
- Segment strategy formulation
- Research and development methodologies
- KPI development and tracking
Volunteer Experience
President of Non-for-Profit Clothing Drive, Lawrence, NY, 08/01/11, Present, Launched D Project – Program in which donated clothing is redesigned, rebranded and redistributed to children in need.
Timeline
Marketing Manager, Events
Amazon (Amazon Fresh)
09.2021 - 12.2023
Marketing Manager, Breakfast Category
Amazon (Amazon Fresh)
07.2021 - 12.2023
Product Marketing Manager
Amazon (Amazon Fresh)
01.2021 - Current
Marketing Manager
Paynada Processing
06.2020 - 01.2021
BOLD APMM (Associate Product Marketing Management) Intern
Google
06.2019 - 08.2019
Analyst
Principis Capital
09.2018 - 01.2019
Fashion Teacher
Shulamith High School for Girls
01.2018 - 06.2018
Marketing/Business Management Intern
Teri Jon Company
07.2015 - 06.2019
Bachelor of Arts - Business
Macaulay Honors College