How one leader is transforming Amazon's global brand protection

As an International Expansion Manager in Amazon's Brand Protection organization, Giulia Vichi is proving that authentic leadership and operational excellence go hand in hand. Leading the Brand Protection International Expansion team, she oversees programs across 20 international stores that impact over 900,000 brands. But it's her approach to combining business innovation with diversity advocacy that's creating lasting change.

"Success in global operations requires diverse perspectives," Giulia explains. Her signature achievement, the Emerging Country Program (ECP), revolutionized how Amazon supports Brand Protection initiatives in new markets, significantly increasing Gross Merchandise Sales coverage with regional trademarks. Under her leadership, the program has successfully expanded to new territories including Egypt, Poland, Belgium, and South Africa.

But Giulia's impact extends beyond operational metrics. As an inclusion and belonging leader for the Brand Protection organization, she's hosted over 20 events and developed comprehensive inclusion strategies that demonstrate the power of bringing one's whole self to work. Her approach to advocacy is both passionate and pragmatic: "I ensure that our DEI initiatives directly align with and enhance our organizational goals," she says.

This strategic mindset has earned her recognition not just as an advocate, but as a business leader who drives measurable results. During complex organizational changes, her ability to develop comprehensive documentation and strategic proposals caught senior leadership's attention, elevating inclusion initiatives across her organization while maintaining focus on core business objectives.

Looking ahead, Giulia is helping shape a future where diversity is leveraged as a strategic advantage. Her work with the I-Rise program, which enhances promotion readiness for leaders from underrepresented groups, exemplifies this vision. "We need structured programs that support career development while creating truly inclusive environments," she emphasizes. "This means expanding mentorship opportunities, ensuring equitable access to leadership roles, and measuring progress through clear metrics and accountability."

Giulia's journey demonstrates that being authentic and bringing your whole self to work isn't just about personal fulfillment – it's about driving innovation, improving business outcomes, and creating meaningful change that benefits everyone. Through her leadership, she's showing how embracing diversity and inclusion can transform both organizations and the people within them.

If you enjoyed reading Giulia's story and interested in exploring career opportunities with Amazon, visit Amazon.jobs.