The opportunity was bigger than that. Miro had was launching its Amazon Q integration and MCP server integration with Kiro, and needed to reach AWS practitioners authentically to drive adoption of these new AI-powered features. The MAU campaign team needed content that would resonate with a technical audience. AWS needed their Ambassador to produce. The pieces were there. They just needed orchestrating.

My Role: Orchestrating Across Three Stakeholder Groups
I initiated and led the project, transforming the Ambassador requirement into a structured six-month content program aligned to Miro's MAU growth objectives. This meant managing three distinct stakeholder groups simultaneously:

> Seán Winters, AWS Ambassador and primary author: Seán owned the technical writing, bringing genuine AWS practitioner credibility that no internal content team could replicate. My role was to define the brief for each piece, ensure alignment with Miro's product and messaging priorities, and manage the production and approval process around his authorship without compromising the authentic technical voice that made the content valuable.

> Internal content and MAU campaign teams: I aligned the series with Miro's MAU campaign infrastructure, ensuring each piece was integrated into existing promotion channels including Miro socials and MAU campaign distribution. This required structured communication between the partnership function and the campaign team to establish the series as a recognised content stream rather than a one-off contribution.

> AWS as external partner: I coordinated AWS co-promotion across AWS Community platforms and internally across AWS sales teams, ensuring the content reached AWS practitioners through trusted channels rather than relying solely on Miro's owned audience.

The Content Program
Published content included technical practitioner pieces on the DUMBO method for turning Sidekick conversations into repeatable AI Flows, six ways Amazon Q Business transforms the Miro developer workflow, an AI-powered AWS architecture design guide, and case studies from Centrica and Sopra Steria demonstrating real-world AWS deployment impact.

The webinar component generated 96 registrations, creating an on-demand lead generation asset aligned to the MAU campaign's conversion goals.

What the Program Delivered
Three blog posts, two case studies and one webinar published within the first half of the plan, with two additional blog posts and two webinars scheduled through April 2026. AWS co-promotion through community platforms and internal sales channels extended reach beyond Miro's owned audience into the AWS practitioner community directly.

The program established a reusable model: a structured briefing and production process that could be repeated across each subsequent content piece without rebuilding from scratch, and a co-promotion framework that gave AWS a clear, low-friction way to amplify content their community already found valuable.