Writing & Editing
In my professional journey, the art of writing and editing has played a pivotal role, enabling me to navigate complex challenges and foster community through clear, impactful communication. From addressing operational hurdles at Amazon, such as the strategic overhaul in the marketing of TP-Link range extenders that led to significant cost savings, to the creation of a comprehensive Standard Operating Procedure (SOP) in the wake of a high-demand product shortfall, my writing has been instrumental in facilitating solutions and disseminating crucial learnings across global teams. Furthermore, my role in producing the monthly DEI newsletter at UVM has allowed me to contribute meaningfully to the cultivation of an inclusive campus culture. Each of these experiences has underscored the power of written word in driving change, enhancing operational efficiency, and building bridges within and across communities.
In my capacity as Assistant Director of Admissions at the University of Vermont (UVM), I have the privilege of contributing to our division-wide DEI (Diversity, Equity, and Inclusion) committee, a role that includes co-producing our monthly DEI newsletter. This responsibility allows me to delve into the vibrant life of our campus and the broader community, curating content that spotlights significant events, insightful talks, and supportive networks. My aim is to celebrate the rich history of cultures that make up our community, spotlighting diversity in a way that educates, uplifts, and fosters a deeper sense of belonging among all of us. Through this newsletter, we strive not just to inform but to create a more inclusive and empathetic university culture.
University of Vermont
DEI Newsletter
During my time at Amazon, where I managed strategic vendor accounts exceeding $200M, a significant part of my role involved identifying and resolving challenges that impacted both customer satisfaction and operational efficiency. A noteworthy example of this was my work with TP-Link, a leading vendor known for their routers and networking products. Our Weekly Business Reviews (WBR) consistently highlighted TP-Link range extenders as one of the most returned items within the division, with return rates often surpassing 20%. This was a critical issue, as return rates above 7-8% were considered high for this category.
Upon closer examination of the issue, I engaged in an in-depth analysis of customer feedback, including chats, emails, and phone calls with Amazon's Support Teams who handled returns. This investigation revealed a common misunderstanding among customers: many believed that purchasing a range extender would increase their WiFi speed, whereas its primary function is to extend the range of the WiFi signal. This discrepancy between customer expectations and product functionality was a key driver of the high return rates.
Recognizing the need for clear communication to address this challenge, I collaborated directly with TP-Link to overhaul the presentation of their products on Amazon. We focused on revamping the detail pages for the top offending products, introducing new bullet points and graphics that clearly distinguished between WiFi speed enhancement and range extension. This strategic update aimed to set accurate expectations for potential buyers, thus mitigating confusion and dissatisfaction.
The impact of these changes was significant and measurable. Within the following three months, we observed a notable decrease in return rates for TP-Link range extenders, culminating in a reduction of $104k in return costs for Amazon. This case study exemplifies the importance of clear product communication and the proactive steps taken to align customer expectations with product capabilities. Through detailed analysis and strategic vendor collaboration, we were able to enhance the customer experience, reduce operational costs, and maintain the integrity of our product offerings.
Case Study: TP-Link Range Extenders
In 2021, amidst a global semiconductor shortage compounded by surging cryptocurrency prices, I found myself at the helm of managing Amazon's computer Graphics Card category. This period was marked by unprecedented demand for high-powered graphics cards, not just from gamers but increasingly from cryptocurrency mining enthusiasts. The launch of NVIDIA's 3xxx series graphics cards during this time only intensified the frenzy, given NVIDIA's stature as the leading GPU manufacturer globally.
Our vendors, including prominent names like MSI, ASUS, and Gigabyte, utilized Amazon's Seller Central for listing management pre-launch. An oversight by MSI, failing to specify the number of units intended for shipment to Amazon, led to a significant operational challenge. Typically, a sell-out would result in Amazon taking backorders to be fulfilled upon restocking. Not a big deal. However, the extraordinary demand saw these GPUs sell out within minutes, with Amazon continuing to accept backorders for eight hours until I intervened. The result was over $1M in sales from around 1,300 customers for a product we had only 30 units of, a shortfall of approximately 1,270 units, with a bleak restocking outlook.
The ensuing weeks brought a torrent of customer complaints as ship dates were repeatedly postponed. The situation escalated to the highest levels when an aggrieved customer's email reached then-CEO Jeff Bezos, leading to what is known in Amazon as a "JB escalation" — a critical, high-priority issue often signified by a single "?" in an email.
In response, I collaborated closely with the marketing team to address the fallout. This involved canceling the outstanding backorders and issuing communications to affected customers, explaining the inability of MSI to meet the demand and offering our apologies.
To prevent a recurrence of such an issue, I authored an 8-page document detailing the incident, the lessons learned, and proposed measures for future prevention. This document laid the foundation for what would become the High-Velocity Selection Standard Operating Procedure (SOP), a guide intended to manage high-demand product launches more effectively. I presented this SOP to my leadership team and worked to disseminate these insights across Amazon's global marketplaces, ensuring a comprehensive strategy to handle similar situations in the future. This initiative not only addressed the immediate operational challenge but also contributed to Amazon's broader efforts to enhance customer satisfaction and operational efficiency in the face of rapidly changing market dynamics.
J.B. Escalation & The Creation of an SOP -
Or, How I Lost Over $1M of Amazon's Money
