Ad Sales Insights Tools

Amazon's internal ad sales teams relied on over 11 fragmented tools to discover insights, build pitch decks, and prepare for client meetings. With no unified workflow, sales team members spent hours each day hunting for content across disconnected systems.

The challenge wasn't just consolidation. It was designing a platform vision complex enough to serve multiple personas, flexible enough to scale, and clear enough to earn alignment from senior leadership.

I led the end-to-end design of Insight Hub, Amazon's centralized platform for ad sales content discovery, customization, and delivery. I started with research: running multiple user studies, conducting workflow audits, and leading workshop sessions directly with sales team members to deeply understand how they actually worked.

With this research, I designed the north star vision for the platform — a consolidation of 11 standalone tools into a single, role-based workflow. I presented that vision to senior leadership and built the cross-team alignment needed to execute against it. I redesigned filtering, search, and customization functionalities including AI powered tools to surface the right content at the right moment.

Beyond the product, I embedded UX research practices across product, GTM, and engineering teams — introducing shared methods for decision-making, building trust with partners outside my immediate team, and setting a higher bar for how design evidence shapes strategy.

Insight Hub achieved 98% user adoption and +250% YoY growth. Six of 11 tools were successfully deprecated and sales team members reported saving an average of 5 hours per week in meeting preparation. I demoed the north star vision to senior leadership successfully — a direct result of strong documentation, clear design handoffs, and the trust I had built across the team.