From driving growth across Alexa Smart Home to leading groundbreaking initiatives at Amazon Web Services, Lana Ivory is redefining what it means to be a product marketing leader in today’s tech landscape. With a proven ability to bridge cutting-edge technology with global audiences, Lana’s cross-industry expertise and passion for empowering Gen Z voices make her a standout force in both business and culture. In this feature, we dive into her journey, her insights on adaptation and innovation, and how she’s reshaping the future of marketing—one strategic pivot at a time.

💬 What does women's empowerment mean to you? Why is it important?

Lana Ivory: To me, women empowerment means creating equal opportunities for women to succeed and lead across all areas of their life-- professionally, personally, and socially. It's about ensuring we have the resources, support, and recognition to achieve our full potential, whether in the meeting room, at home, or any path we choose.

Throughout my time at Amazon, I've witnessed firsthand how female leadership brings unique perspectives that enhance our products, culture, and decision-making. The mentorship I've received from female leaders hasn't just helped my career - it's shown me how powerful it is when women create spaces for other women to succeed. Most importantly, it's about creating an environment where women can authentically lead and inspire the next generation.

Just recently, I attended a Women in Tech conference hosted by an AWS affinity group where I watched our CMO, Raejeanne, share her career journey and discuss navigating personal life as a successful female leader. Listening to her story, I realized - if she can do it, I know I can too. Someday, I hope to be the woman on that stage, sharing my own story and inspiring the next generation of leaders. This is what women empowerment means in action - seeing yourself in successful female leaders and then becoming one who lifts others up. I believe empowering young women in tech today (or any field) will shape the leaders of tomorrow.

💬 What advice would you give to other women looking to succeed in your industry? What qualities are the most important and what skills should they focus on developing?

Lana Ivory: My best advice? Stop making assumptions about your capabilities or opportunities. Too often, women take themselves out of the race before it even begins by assuming they're not qualified enough or ready enough. Instead, seek out the answers and let others be the ones to say no - and then get 5 more "no's" before giving up, but don't say no to yourself. Another crucial element is learning to trust your intuition, but this is a muscle that needs to be developed over time. In my experience, this confidence grows with each small win and challenge you overcome. As for specific skills, there are three I've found particularly valuable in tech:

1. Learning to advocate for yourself and your ideas with confidence and data

2. Developing the ability to influence a room, even when you're not naturally the loudest voice

3. Proactively anticipating potential risks or pushback to strengthen your position.

I've often been the youngest on my team, sometimes by 10+ years. This meant I had to work even harder to prove myself and advocate for my ideas. However, I learned to leverage my generational perspective as a unique strength, which enabled me to influence organization-wide initiatives and bring fresh insights to the table.

These skills are especially important when you're working with some of the smartest people who are convinced of their own perspectives - and usually, they all have valid points. The key is learning to navigate these dynamics while staying true to your own insights and contributions.

💬 Tell us about a woman who has influenced your career and how their guidance has impacted your professional growth.

Lana Ivory: One of my most influential mentors was the first female leader I worked with in the Retail division at Amazon. This was my first role after college, and I wasn't sure how to navigate my first corporate job, especially in a virtual world.

One of the most valuable lessons she taught me was about setting boundaries - that a job will take everything you give it. As an eager, newly graduated employee, I had the tendency to volunteer for every opportunity that came my way, thinking it would accelerate my career growth. She helped me understand that sometimes it's better to focus on driving maximum impact within your current workload rather than spreading yourself too thin just to please others.

Most importantly, she taught me the art of saying 'no' and pushing back when necessary - a skill I initially struggled with as an entry level employee. This lesson has been so fundamental to my career growth that it's now one of the key things I mentor other women on-- finding balance between ambition and bandwidth. She really helped me understand how to maximize impact while maintaining boundaries.

💬 How do you handle work-related stress and pressure, and what techniques or practices do you use to maintain your well-being while pursuing a successful career?

Lana Ivory: This is something I'm actively working on, as managing work-related stress has been one of my biggest challenges. The mass tech layoffs over the past couple years were a wake-up call for me - they highlighted the importance of not tying my personal identity too closely to a company I don't own. Being impatient is another part of my personality that contributes to work-related stress. I'm learning to remind myself that the universe will allow things to happen when they're meant to. This mindset helps me stay focused on the present while maintaining perspective about my long-term goals. I've learned that while it's natural to be passionate about your work, it's important to find other activities that spark curiosity and fuel personal growth outside of your 9-5. There's "work hard, play hard" but I've come to realize that my "play" means giving myself permission to rest. Without the right rest and recharging, you simply can't achieve your max potential. I'm still developing my toolkit to navigate stress, but some practices I've found helpful include setting clear boundaries, prioritizing rest as a non-negotiable part of my routine, and actively pursuing interests outside of tech. It's about building a sustainable approach to success rather than burning out in pursuit of it. MOST IMPORTANTLY: if your job continues to cause you immense stress, please advocate for yourself and try to find a new one. Change can be scary, but sacrificing your mental well-being for a job becomes scarier.

💬 Can you share any lessons or insights you have gained from failures or setbacks in your career, and how you have turned them into opportunities for growth and learning?

Lana Ivory: I truly believe everything happens for a reason, which is why I view almost all failures and setbacks as opportunities for growth and learning. I'm a big fan of the 'Law of Detachment' - which teaches us that we must let go of our attachment to outcomes, embrace uncertainty, and accept that we cannot control others or the future. If you're giving 110% and doing your best, external factors and decisions shouldn't determine your self-worth. This mindset has been particularly valuable throughout my career journey. There have been jobs I've interviewed for that I couldn't imagine not getting... until I didn't. Was I upset in the moment? Absolutely. But I could also confidently say I showed up to those interviews well-prepared and was proud of how I presented myself. Did those decisions make me think any less of myself? No, because they weren't right for me at the time. This approach has helped me maintain perspective and ability to easy adapt and bounce back from setbacks. It's about recognizing that while you can't control every outcome, you can control how you prepare, how you show up, and how you respond to challenges. Sometimes the best opportunities come from what initially feels like a setback - it's just not always visible in the moment. What matters most is staying true to your best effort and knowing that the right opportunities will align when they're meant to.

💬 Can you share any strategies or tips for building a successful network and fostering meaningful professional relationships that have helped you in your career?

Lana Ivory: Absolutely - and I'll start by saying that personal branding is SO important. When I first started at Amazon, I made the rookie mistake of assuming everyone naturally knew about the great work I was producing and the impact I was having on the business. I quickly realized that no one knows what you're doing if you're not explicitly telling them. This was my wake-up call to start intentionally building my personal brand, both internally and externally to Amazon.

Having a strong visual portfolio, particularly on LinkedIn, is crucial for effective networking. Think of it this way: if you have a compelling online presence where executives and leaders can easily learn about your achievements and value proposition, you're much more likely to stand out in their inbox when you reach out.

I've also learned that it's the extra mile that makes all the difference. This doesn't have to be complicated - it can be as simple as adding a thoughtful personal note when sending a LinkedIn request, or taking the time to genuinely congratulate someone on their career milestones. These small but meaningful gestures help build authentic connections rather than just collecting contacts.

What's equally important is maintaining these relationships - networking isn't a one-and-done activity. I make it a point to regularly engage with my network, share insights, and offer help where I can. Sometimes it's sharing an interesting article, making introductions between people who could benefit from knowing each other, or offering mentorship to those earlier in their careers.

💬 What strategies or tactics do you use for setting and achieving your career goals, and how do you stay motivated and focused on your objectives?

Lana Ivory: I'm a big believer in setting ambitious goals but breaking them down into manageable pieces. I typically focus on quarterly goals since I've found they're most manageable. At first, my goal timelines were more granular with monthly targets, but I realized I was putting too much pressure on myself - sometimes life just happens and a month gets away from you quicker than you think.

I stay motivated by celebrating everything from small wins to big achievements - you'll always catch me 'cheers-ing' to something! This positive reinforcement helps maintain momentum and makes the journey more enjoyable. I regularly check in with myself to ensure my current activities align with my goals, even if that means saying no to opportunities that don't serve my long-term objectives.

Most importantly, I've learned the value of being adaptive. The quicker you can adapt and pivot, the more successful you can be. Plans change, opportunities arise, and being flexible while maintaining your core objectives is key to long-term success.

💬 What motivated you to choose your current career field, and what do you find most fulfilling about your work?

Lana Ivory: As a Product Marketing Manager, I love the ability to sit at the crossroads of creativity and business impact in an organization. What drew me to this field is how it combines strategic thinking with storytelling - we're not just marketing products, we're crafting narratives that resonate with real people and solve real problems.

What I find most fulfilling is my role as a liaison between the end-user and product teams. I get to be the voice of the customer, ensuring we're not just listening to feedback but truly anticipating the needs of the market. PMMs also wear many hats internally- one day I'm writing contracts and creative briefs, the next I'm selling our ad suite to CMOs, and then I'm in the weeds with engineering discussing customer UX pain points. This variety and ability to influence across different levels of the business is what makes the role both challenging and exciting.

💬 Can you discuss any specific trends or changes in your industry that you see impacting careers, and how you are preparing to adapt to these changes?

Lana Ivory: The last few years have been defined by unprecedented tech innovation, particularly with the emergence of GenAI. I saw the opportunity to be on the side of the company embracing that innovation and made a deliberate career pivot to transition into the cloud vertical. What's fascinating about our current landscape is the amount of change - what you knew three months ago could be obsolete today. The amount of information available is overwhelming, and it's evolving weekly, if not daily.

With so much change comes the need to be adaptive and maintain an open mindset to learning. It's not just about keeping up with trends-- but anticipating where the industry is heading and positioning yourself to grow with it.

💬 What advice do you have for individuals who are starting their careers or looking to make a career change, based on your own experiences and lessons learned?

Lana Ivory: I think we touched on a lot of it earlier but first and foremost, don't let self-doubt or assumptions hold you back from pursuing opportunities. One of the most valuable lessons I've learned is the importance of building your personal brand from day one. Don't assume people know about your achievements and impact - you need to be proactive in sharing your story and successes. This extends beyond your immediate team to building a strong professional presence, whether that's on LinkedIn or within your organization.

When it comes to making a career change, it's important to go one step further, especially with the amount of competition right now. One strategy I strongly recommend is creating a 1-2 page document that outlines your organizational impact projects, why you're interested in a specific company or industry, and your future career vision. This gives recruiters an in-depth look beyond your resume, helping them understand not just your experience, but who you are and where you want to go. It's about showing both your proven track record and your potential.

💬 How do you approach professional development and continuous learning to enhance your skills and stay relevant in your industry?

Lana Ivory: I'm an avid believer in being proactive about learning - whether that's staying current on industry news through newsletters and podcasts, taking extra courses to deepen my technical knowledge, or learning from my peers and mentors. We're seeing how GenAI is not only shaping our products, but how we work. I make it a point to experiment with new tools and tech as they emerge, as hands-on experience is the quickest way to understand the impact they can have on your work.

But learning isn't just about technical skills. I've found that developing soft skills like leadership, communication, and strategic thinking are equally important. I actively seek constructive feedback from peers and managers since I think that's a great way to get direct feedback to grow.

💬 Can you discuss any significant achievements or accomplishments in your career that you are particularly proud of and what you learned from those experiences?

Lana Ivory: There's been a lot of great projects I've had the privilege of leading at Amazon. From creating a net-new job family in Retail to driving multi-million dollar partnerships in Devices, it's been a culmination of achievements that have put me in the position I'm in today. But what really excites me is the future.

The mindset of always looking forward has been crucial to my growth. Throughout my career, I've learned to trust my intuition when it tells me I'm ready for more challenges, which has allowed me to step into roles that pushed me beyond my comfort zone.

I'm particularly excited about my new role because I have a strong manager who believes in my potential and a team that has a unified vision. I'm leading initiatives in a totally new domain and tackling challenges I've never faced before. It's exciting to learn a new vertical surrounded by really smart individuals that want to see succeed, especially at a company that's driving innovation.

The biggest takeaway from my journey so far has been to never settle. If you believe you can do more, you can and should. Trust your in

💬 How do you balance your career ambitions with other aspects of your life, such as family, hobbies, and personal well-being?

Lana Ivory: For me, it's been beneficial to not tie my personal identity to my 9-5. I've found fun and exciting ways to bring creativity and hobbies into my life -- I recently started a 'Day in the Life' series on LinkedIn which gives people a behind-the-scenes look into my crazy work life while letting me explore my passion for content creation. I believe communication and boundaries are fundamental to maintaining balance. Being clear about your capacity, learning to say no when needed, and articulating your needs effectively - both at work and in your personal life - creates respect for your time and energy. The better you get at communication and setting boundaries, the more successful you'll be at managing both your career ambitions and personal well-being. I also make it a priority to regularly check in with myself, especially during intense work periods. I've found value in creating spaces for quiet reflection - whether that's going on a walk without music, cooking without a podcast, or simply sitting with my thoughts. I then journal about what came up for me during these moments. These check-ins help me stay aligned with my goals and ensure I'm maintaining balance in all areas of my life. It's not always perfect, but having these practices in place helps me stay grounded.

💬 Are there any specific books, podcasts, email newsletters, thought leaders/influencers, or training courses/programs that you would recommend for personal or professional growth?

Lana Ivory: Yes, there are so many great resources out there - too many to keep up with! My favorite podcast is Steven Bartlett's "Diary of a CEO" podcast because I love learning about the different journeys people have taken to get where they are. The diverse perspectives and honest conversations about both successes and failures are great to listen to. Also, Blinkist is a great app that provides key takeaways from different podcasts and books.

However, I've noticed that people can sometimes get caught up in trying to absorb as much personal and professional development content as possible, using it as a form of procrastination that delays actually doing the thing. I recommend being selective - find 2-3 podcasts you can regularly keep up with and a couple of newsletters that resonate with you.The reality is, while these resources are valuable, you'll learn far more from your own experiences than from reading about someone else's. It's about finding the right balance between learning from others and creating your own path. Focus on taking action - that's where the real growth happens.Advertisement?

💬 Is there anything else you would like to share?

Lana Ivory: Yes, there are so many great resources out there - too many to keep up with! My favorite podcast is Steven Bartlett's "Diary of a CEO" podcast because I love learning about the different journeys people have taken to get where they are. The diverse perspectives and honest conversations about both successes and failures are great to listen to. Also, Blinkist is a great app that provides key takeaways from different podcasts and books.

However, I've noticed that people can sometimes get caught up in trying to absorb as much personal and professional development content as possible, using it as a form of procrastination that delays actually doing the thing. I recommend being selective - find 2-3 podcasts you can regularly keep up with and a couple of newsletters that resonate with you.The reality is, while these resources are valuable, you'll learn far more from your own experiences than from reading about someone else's. It's about finding the right balance between learning from others and creating your own path. Focus on taking action - that's where the real growth happens.

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