AWS re:Invent: Digital & Creative Production at Scale

Creative Project Manager

AWS Re:Invent is AWS’s flagship global conference, bringing together cloud enthusiasts, partners, customers, and developers from around the world. In 2024, the event supported 40,000+ in-person attendees and 400,000+ virtual participants, requiring tight coordination across digital, experiential, and content ecosystems.

I managed large-scale web and creative production, serving as the central point of coordination between stakeholders, creative teams, and technology partners. My scope included website content for keynotes, sessions, Expo activations, networking lounges, and other event experiences—ensuring timely delivery, quality, and operational efficiency across all phases.

How the Work Happened

I translated complex event requirements into actionable tasks and deliverables, managing cross-functional teams to deliver a seamless digital experience for hundreds of thousands of virtual attendees while also supporting in-person operations.

Key Responsibilities:

  • Coordinated multiple cross-functional teams across creative, technology, and event operations to maintain alignment and accountability.

  • Translated complex event requirements into actionable tasks, creative briefs, and deliverables to ensure quality and timeliness.

  • Managed real-time website updates and creative production during live event phases without disrupting the attendee experience.

  • Established scalable workflows and repeatable processes to improve efficiency and streamline future events.

Strategic Program & Project Management

  • Directed end-to-end program execution, defining goals, timelines, milestones, and cross-team dependencies.

  • Established a RACI framework to clarify ownership, eliminate handoff gaps, and accelerate cross-team decision-making.

  • Sequenced and prioritized work as plans evolved, ensuring smooth delivery across all phases of the event.

Web Operations & Real-Time Execution

  • Oversaw live site update workflows during the event, tracking task details, deadlines, RAG status, and reference links to ensure timely completion.

  • Established a repeatable process for future events, reducing manual effort and risk.

  • Maintained real-time status visibility across teams, accelerating response to issues and improving cross-team alignment.

Creative Production Leadership

  • Translated stakeholder requirements into creative briefs, task breakdowns, and technical dependencies.

  • Managed tasks, QA, risks, and dependencies to ensure high-quality creative delivery before, during, and after the event.

  • Coordinated cross-functional teams to align creative output with technical and event goals.

Workflow & Process Optimization

  • Designed scalable workflows in Asana and Workfront, standardizing processes, creating reusable templates, defining ownership, and automating task assignments.

  • Enabled continuous improvement and consistency across all event phases, supporting both immediate execution and long-term operational efficiency.

Impact & Outcomes

  • Delivered a seamless digital experience for 440,000+ virtual attendees with all content and site updates executed on schedule.

  • Improved cross-team clarity, accountability, and decision-making through structured workflows and RACI governance.

  • Built repeatable, scalable processes for live site updates and creative production, reducing manual effort and risk for future events.

  • Streamlined task and workflow management using Asana and Workfront, enabling faster updates, higher quality, and consistent team alignment.

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Key Contributions & Deliverables

  • Directed large-scale digital initiatives for a global audience, ensuring alignment across creative, technology, and event operations teams and driving seamless execution at scale.

  • Managed live website updates and digital content during the event, maintaining accuracy, responsiveness, and engagement for hundreds of thousands of attendees.

  • Developed reusable workflows, templates, and task automation that streamlined creative production, enabling faster iteration and reducing operational friction for future events.

  • Facilitated coordination across multiple teams and partners, translating complex requirements into clear deliverables while keeping timelines and priorities aligned.

  • Implemented a RACI framework, milestone planning, timeline management, and risk tracking to enhance cross-team clarity, reduce bottlenecks, and ensure consistent, high-quality delivery for large-scale digital events.

Tools & Platforms: Adobe Experience Manager (AEM), Adobe Workfront, Asana, Airtable, Figma, Quip, Slack

Core Skills: Project & Program Management, Creative Production, Stakeholder Alignment & Communication, Workflow Optimization & Operational Rigor, Cross-Functional Coordination, Phased Planning & Execution