Amazon Fresh EU
Creative Lead
Art Direction, Leadership, Strategy, Brand Identity, Stakeholder engagement
Launching Amazon Fresh in the UK and EU…
As Creative Lead on the UK (and subsequent EU) launch of Amazon Fresh, Amazon’s grocery business, I oversaw all creative aspects of the programme rollout.
Collaborating with a global stakeholder group, I used supporting data to guide decisions and developed exhaustive visual research. With the art direction locked in, I led a multidisciplinary team of art directors, designers, photographers, stylists, set designers, copywriters, and visualisers to deliver every customer touchpoint — from hero imagery, online store build, OOH, social media, and print advertising, to high-volume imaging guidelines for ambient produce.
Following a successful UK rollout, Amazon Fresh expanded across Europe and was later adopted in Japan and other global markets. Today, it serves an impressive 48 million customers in the UK alone.
Stats
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6
Speed to Market: Delivered full creative rollout for Amazon Fresh UK launch in under 6 months, smashing aggressive timelines set by leadership.
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100+
Content Production: Led the creation of 100+ hero assets, service explainer images and high-volume imaging guidelines, ensuring a scalable, consistent visual identity.
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20%
Engagement & Conversion: Creative assets contributed to a 20% uplift in click-through rates on key product categories, driving engagement and sales.
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30%
Efficiency & Cost Savings: Standardised imaging guidelines reduced asset production costs by 30%, enabling scalability across global markets.
“It's clear to see that the Amazon Creative Services team are a centre of excellence, a great internal creative partner.”
Vice President, Amazon Fresh
