Project: Amazon Growth Strategy

Task: Led the development of Amazon's "Return to Earn" program, a transformative sustainability initiative designed to tackle package waste by implementing a rewards-based recycling system targeting eco-conscious college students while driving brand loyalty and revenue growth.

Takeaways:

• Identified a significant sustainability opportunity for Amazon to address its 208 million pounds of annual packaging waste while meeting the demands of eco-conscious Gen Z and Millennial consumers

• Developed an innovative closed-loop recycling system that leverages existing Amazon Locker infrastructure to provide convenient package return locations on university campuses

• Created a rewards program that incentivizes sustainable behavior by offering Prime Bucks for returned packaging materials, turning waste into a driver of engagement and revenue

• Designed a strategic campus-focused pilot program targeting seven universities in socially progressive cities (Boston, New York, Chicago, and Austin), providing a scalable testing ground

• Conducted financial modeling showing a base case ROI of 76% with a projected NPV of $782K, with potential for significantly higher returns in the best-case scenario (135% ROI)

• Established comprehensive performance metrics including 13% participation rate target, 8% Prime membership conversion goal, and $2M incremental revenue objective

• Crafted a multi-channel promotional strategy utilizing Instagram ads, OOH billboards, and campus influencers to reach both frequent and reluctant recyclers

Skills Used: Sustainability strategy development, consumer behavior analysis, rewards program design, financial modeling, ROI calculation, target audience identification, customer journey mapping, pilot program development, revenue forecasting, multi-channel marketing strategy, brand positioning