Annie Sebel

Hi, I'm Annie...

I‘m passionate about lots of things in life: chips are a gift from the gods, you never regret a swim and films shouldn’t go over the two-hour mark. This passion also spills into my work as a content strategist and program manager, where I love creating delightful content, features and products that customers love.

With over 19 years’ experience working across tech, voice, digital and print, I love to build creative experiences and solutions, while always putting the customer at the centre of what I do. I‘m also well versed in partnering with multiple stakeholders (marketing, PR, agencies, business development, tech and product teams), to deliver fun content, strategies, events and campaigns.

Some of the places

I've worked...

Amazon Alexa, Yen Magazine, Real Living, Rolling Stone, OK!, Woman’s Day, whimn.com.au, Empire, Green Lifestyle, Studio Bambini, ABC Gardening Australia, Art Almanac... and the list goes on.

Digital Examples

Alexa Hub

Writing, subbing, localising and updating copy for the Alexa Hub, which showcases features and helps customers get to know Alexa.

Alexa Blog

Created blogs around Alexa features (Smart Home, Routines), events (Halloween, Christmas) and help pages.

Websites & Social

For a range of sites, social channels and subject matters. Examples include:

Audio Examples

As Alexa ANZ’s Content Program Manager, I designed, directed, and produced audio experiences to surprise and delight customers and clients. From good morning greetings, to fun quizzes, exciting stories, cheesy jokes, insults and cricket sledges, to countdowns, holiday content and more.

I also created content to support major campaigns (eg. Nova), worked with celebrities (eg. Delta) and created award-winning branded content (M&M’s).

Alexa x M&M’s “Trick or Treat” Halloween competition, saw the ANZ team work closely with the client to write, record, and build an immersive experience. It has won Best New Channel Execution at the Mars Wrigley Global Awards and won the Shop! 2023 Retail Marketing Awards for the Digital Instore, Mobile, Social & Online category.

Audio clip promoting Alexa and M&M's Trick or Treat experience

Feel-Good Features

Send A Hug

In 2020, while working at Amazon Alexa, I created the “Send a Hug” feature. My idea was chosen from an International brainstorm for COVID features. Teamed with an International tech team, it was brought to life within a month. Customers can now say, “Alexa, send a hug to [contact name]” and Alexa sends a cute message and emoji to loved ones.

Since launch, it’s available in 11 locales, and has seen hundreds of thousands of hugs sent worldwide. This feel-good feature has also had positive customer feedback via social channels and blog posts (see here and here).