Co-authored the business strategy and internal documentation for Project Bertha — Amazon's first lightweight alternative to full country launches. The model uses an established Amazon marketplace (the host, e.g. Singapore) to extend into a new country (the guest, e.g. Malaysia), providing customers with a localized retail experience: their own country domain, local currency and language, competitive pricing, in-country fulfillment, and domestic delivery speeds with no import fees — at a fraction of a full store launch cost.

Coordinated the marketplace expansion support plan for the Amazon Egypt store launch (June 30, 2021) as part of Project Sunrise — Amazon's migration of Souq.com into the Amazon brand across UAE, Saudi Arabia, and Egypt. Egypt launched with 14,216 migrated domestic seller accounts, 28 product categories, and support in English, Arabic, and Chinese. Easy Ship was selected by default for Egyptian sellers.

Served as document owner and primary author of the FBA Business Requirements Document (BRD) for Project Harp — the launch of the Amazon Ireland marketplace. The BRD covered all 12 FBA workstreams from registration through tax, defined Ireland-specific requirements across Domestic FBA, Pan-EU FBA, and EFN fulfillment models, and also served as the comparative baseline for Belgium.

Wrote the technical strategy for Seller Experience in the newly launched Amazon Belgium store. Defined how sellers could replicate their existing listing experience from other stores into Belgium — unblocking 85% of the available catalog and enabling over 1,000,000 new product offers for customers at launch in September 2022.

Wrote and launched the e-commerce returns experience and strategy for the Amazon South Africa Store — the first of its kind for Sub-Saharan Africa. Overcame complex compliance regulations and significant cultural differences to deliver a regionally appropriate returns experience in 2022–2023.

Led the expansion of the Amazon Seller App on iOS and Android from 12 countries to 19 in 2020–2021. Coordinated delivery across 100+ engineers and multiple partner teams, adding 6 language layers per application while maintaining desktop/mobile parity and resolving complex engineering and compliance constraints.