Claudine Cheever, VP and Global Head of Brand and Marketing at Amazon, shares her unique journey from editorial roles to leading marketing at a global giant. She discusses the importance of storytelling in retail, especially during the emotional holiday season. Claudine delves into how Amazon balances data-driven marketing with creativity, showcasing innovations in Super Bowl advertising. Insights on building relationships in diverse markets reveal the challenges of rebranding while maintaining brand integrity. The conversation highlights leadership's role in fostering a vibrant creative environment.