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Shannon is AMP’s Digital Director. With 10+ years of digital marketing experience, she specializes in driving growth and scaling early-stage startups. Her background across agency and in-house roles—primarily in healthcare technology and social-impact sectors—spans paid media, email, SEO, content creation, copywriting, and lead generation.
Energized by the intersection of creative problem-solving, data-driven decision making, and compelling storytelling, she’s known for identifying quick wins that unlock meaningful, long-lasting results. Before joining AMP, Shannon led digital marketing at CIONIC, a neurotech company developing bionic clothing to help improve mobility for people with upper motor neuron disorders.
As AMP’s Digital Director, she brings strategic vision, operational agility, and a commitment to measurable outcomes. Outside of work, she enjoys reading, skiing, running, and spending time with friends and family.
MDMA, a leading national trade association for medical technology based in Washington, D.C., has long championed the industry’s role in shaping policies that empower patients and drive innovation. Yet their website was telling none of that story. Built to serve the logistical needs of members, it missed the mark in capturing MDMA’s pivotal role in advancing medical technology and highlighting the transformative impact of its members.
In close partnership with MDMA, AMP reimagined the association’s digital presence, designing a site from the ground up that makes their mission and advocacy work visible, compelling, and human-centered. Through deep collaboration and hands-on partnership, we crafted a sleek, engaging platform that spotlights MDMA’s critical advocacy efforts and puts the transformative stories of MDMA’s members front and center. This revitalized web presence positions MDMA exactly where it belongs — at the forefront of medical technology innovation, shaping the future and inspiring those it serves.See our work at medicaldevices.org.
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Natalie Vinh is a digital marketing associate with AMP. She’s drawn to projects where her creativity can shine through — from designing and managing a highly active local music magazine to posting about the hottest new reads on BookTok. As AMP’s resident Gen Z, she knows social platforms inside and out and always has her finger on the pulse of the latest trends. Raised a writer with a degree in marketing from Western Washington University, Natalie absolutely loves a creative challenge.
When she isn’t in front of her computer, Natalie is typically found reading a fantasy novel alongside her little orange cat, Peach.
We began our work with SetPoint Medical with a clear mission: build a digital campaign to recruit thousands of potentially qualified patients into their groundbreaking clinical trial. There were tiers to this task; we needed to build the funnel to route prospective patients to a call center, which would then direct the most qualified prospects to their local study sites, where the patients would ultimately have appointments and — if they chose to proceed — receive an investigational surgery.
How to build this funnel effectively required a multi-faceted strategy hinging on a seamless intake survey process on the website, clever and relatable creative and messaging on social media, and expert ad targeting across multiple digital platforms. We weren’t just trying to sell people a product or service, or get signups for an email mailer — we were trying to get people whose disease state made them uniquely qualified for this clinical trial to see the reason to participate, and to feel as assured as possible that this opportunity was something worth pursuing. Through close collaboration with the client, meticulous attention to data and analytics for refinements and learnings, and resonant creative strategy, we achieved what we set out to do — and, in doing so, created a framework for how to tackle similar projects in the future.
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For the “fastest-growing sport in America,” new competition is everywhere, as entrepreneurs vie to get in on the ground level of this exciting new market. So, how does a brand new pickleball facility opening in New York City make its mark? That’s the question AMP was tapped to answer.
Our work began with naming the facility (PKLYN, a riff on BKLYN, where the facility is located), defining the brand’s core values and user personas, developing the look, feel and voice of the brand, and helping to translate these foundational assets into the plans for the physical facility and its digital presences. With meticulous dedication and deep collaboration with the client, AMP created a vibrant vision of what PKLYN promises to its customers, laying the strong foundation needed for a brand that’s building in real-time.
See our work at pklyn.com.
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Pedro Colmenárez is a visionary web designer for AMP, where he brings the innovative creations of the team to life on client websites. He has a distinct ability to seamlessly navigate and adapt to any website builder, making him indispensable even when faced with unfamiliar platforms. Pedro’s educational background in Systems Analysis from IUTEPI in Guanare, Venezuela, with a special focus on web development, has served as a strong foundation for his career. Prior to his role at AMP, Pedro honed his skills as a web developer across various sectors including tourism, restaurants, and e-commerce in Ecuador.
Pedro’s love for cats is profound. He shares his home with four feline companions, and another four reside at his mother’s house, each cherished as part of his extended family. His creative side extends beyond his professional life; in his leisure time, Pedro is a skilled painter.
While we specialize in digital marketing, we create content that solves for what our clients need – in this case, a small, progressive lobbying firm, New Visions Group, needed to demystify the budget allocation process for its clients. So, we designed a concise and compelling magazine for just that purpose.
Where there’s a will (and some creativity), there’s a way to turn any information into compelling visual content to engage a target audience.
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Lucid Lane approached AMP with a distinct yet relatively common challenge that we often navigate with our startup clients — how to establish brand awareness with multiple stakeholders (B2B and B2C) who hold fundamentally different viewpoints and sensitivities.
Our project was robust and involved building a new website from the ground-up, developing new messaging and content to support the brand, and activating social media channels to drive awareness and consideration among these distinct stakeholders.
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How do you catalyze engagement with an organization that is steeped in institutional credibility but hasn’t found its voice on the major communications platforms of today? You take the brand that exists, the DNA embedded in its legacy, and you transmogrify that into an electrifying force on social media, delivering exceedingly relevant, nerve-striking content that builds community around its causes.
Our team approached Public Citizen not just as an account to build, but as a massive rebranding project for the progressive movement. In taking their Twitter account from 30K to 500K+ followers, we earned Public Citizen digital clout and broad recognition as a thought leader of today, with our tweets featured in the Washington Post, the NY Times, The Late Show with Stephen Colbert, and more.
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Democratic Voices sought to subvert people’s perceptions of what it means to be “democratic.” By bucking partisan expectations and instead leveraging universal values that resonate with people on both sides of the political aisle, Democratic Voices’ social media presences offered fertile spaces for new kinds of thinking that cut through the prevailing political toxicity of online spaces in the mid-2010s.
AMP’s role was to grow the organization’s partnerships and the effectiveness of its content initiatives with smart, cost-sensitive strategies for high-volume content production, disseminating through dozens of separate social media entities and IRL, all under AMP’s management.
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As businesses navigated a post-Covid return to office, our client Crazy Clean was creating a social enterprise designed to provide cleaning and disinfection services to commercial spaces, employ at-risk populations, and reassure workers that their employers were valuing their safety.
Without a robust track record, Crazy Clean needed to build a reputation and validate their value propositions in a way that appealed to businesses and consumers. AMP worked to take their brand persona and bring it to life on social channels, utilizing strategic platforms for reaching an array of stakeholders with captivating messaging and punchy creative that left an impression and helped Crazy Clean expand its business.
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Our work with RISE Dispensaries – as well as its parent company Green Thumb Industries (GTI) and product line RYTHM – shows how AMP’s digital advocacy roots translate into organic community-building around brands online.
Through this years-long partnership, AMP led RISE’s organic content strategy, running dozens of retail social media accounts, advocacy pages, GTI’s corporate accounts, and the RYTHM wholesale product accounts. To overcome the practical constraints of marketing a federally illegal product (meaning: no digital ads), we drove broad awareness of the growing brands through emotionally resonant content that fostered connection to the individual stores within their local communities.
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As New York locked down in March 2020, our client Partiful found itself ready to launch the beta of its gathering-based app (think: cooler alternative to Facebook events) at perhaps the worst time imaginable.
AMP helped the co-founders hone their pandemic message, product features, and Instagram presence by creating compelling content that met the moment and helped Partiful grow its business in a safe, relevant way.
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Bret Thompson is a partner at AMP, where he wears many hats – one part Chief Technology Officer, de facto Head of Web Development, Steward of the irreverent spirit of our Creative team, and The Glue that keeps everything together. His career is built around delivering creative, effective digital solutions for clients doing impactful work. This has involved activities as diverse as filming undercover videos of illegal gun trafficking to creating animated, amphibian super hero. After serving as digital director for a $22 million campaign, he spent five years working on Capitol Hill.
These days he specializes in using his wide-ranging experience and technical background to create and manage cohesive digital ecosystems, including websites, CRMs, and the content that makes them come to life. His interests include bearded dogs, photography, and podcasts. He’s infamous for inventing Bretpardy, a living room edition of the syndicated quiz game that he writes off the top of his head.
Alex Kass-Friedman is the founder of AMP, occupying the role of “Chief Ninja,” dubbed by one of our earliest clients, who valued AMP’s scrappy, savvy, creative approaches to digital engagement. The agency began as a spin-off from a digital advocacy focused nonprofit organization called Democratic Voices, which Alex led until 2016, where she and the future-AMP OGs honed their skills in leveraging native social media tactics and engaging content to build community around worthy causes.
The value in creating messages that move people to action underpins AMP’s philosophy to this day, where we now serve a broader base of clients – everyone from nonprofits to mom & pop shops to publicly traded companies with ESG in their DNA – always with the same philosophy for effective advocacy: resonant content connects communities and builds strong relationships around brands.
Alex earned her Bachelor of Arts from The Gallatin School of Individualized Study at New York University, where she concentrated on the rise of digital technologies and their socio-cultural impacts.
Zach Stone is AMP’s Digital Director & Head of Strategy. His expertise ranges from digital marketing and social strategy to political communications and organizing to motion graphics and design. Most notably, he has experience managing social accounts with millions of followers with viral content featured in the New York Times, Washington Post, The Late Show with Stephen Colbert, and more.
Prior to joining AMP, Zach was the Digital Manager for Public Citizen, where he grew a modest digital audience into a following of over half a million. When he’s not working, you can typically find him kicking back with a graphic novel and hanging with his poodle, Herschel.
Matthew Estey is AMP’s Lead Graphic Designer and jack of all trades- from photo, video and audio editing to animation and illustration, he can take a challenge and turn out a solution in no time. With museum installations, public murals and displays in Time Square under his belt, the possibilities are endless. He’s been with AMP since it was the advocacy focused nonprofit organization Democratic Voices.
Matthew earned his BFA from Columbus College of Art and Design with a focus in animation and design.
How do you make a dialysis machine something people get excited about on social media?
This (clearly fangtastic) graphic came together in ~30 minutes. What took longer was the immersive discovery process and deep partnership we developed with Outset Medical.
Arriving at these lightbulb moments are just one lighthearted example of how we’ve helped this company grow, tell the story of its culture, of its clinical successes, and its impact on the world period.
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