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    <lastmod>2026-08-24</lastmod>
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    <loc>https://chrismellish.co.uk/amazon-operations</loc>
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    <lastmod>2026-09-04</lastmod>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>A bald man with a beard wearing a pink sweatshirt, sitting on a wooden chair with a prosthetic left arm and right leg, inside a room with large windows, brown curtains, and a green plant in the background. He is smiling with his hands clasped.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>A man sitting at a desk, smiling at a laptop, in a bright, modern room with a bookshelf, window, and various office supplies.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>Two women in safety vests hugging each other in an industrial warehouse setting.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>A woman with shoulder-length brown hair sitting on colorful orange and green furniture inside a modern building with large glass windows and green ceiling decorations.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>Two pages of text with headlines and smaller paragraphs, discussing themes like future, empowerment, gender equality, and workplace benefits. The layout is minimalistic with bold headings and orange accent lines.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>A poster with a woman in a reflective orange safety vest on it. The woman has short blonde hair and is standing with her hands in her pockets. The poster contains the messages "Shape your future. Feel the pride." and "A brighter future. Working on it." The Amazon logo is at the bottom.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>A man taking a selfie on a rooftop terrace with a city skyline in the background. He is smiling and looking at his phone, wearing a white shirt and a blue lanyard. Behind him, there are chairs, potted plants, and other people in the distance.</image:caption>
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      <image:title>Executive Creative Director, Amazon</image:title>
      <image:caption>A woman smiling while walking through a modern home interior with stairs, a small table with decor, and jackets hanging on the wall.</image:caption>
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      <video:title>Executive Creative Director, Amazon</video:title>
      <video:description>Led creative direction for Amazon Operations in Europe, launching its first creative platform and transforming employer brand through ‘Working on it’.</video:description>
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  <url>
    <loc>https://chrismellish.co.uk/vodafone</loc>
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    <priority>0.75</priority>
    <lastmod>2026-09-04</lastmod>
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      <image:title>Head Of Design, Vodafone</image:title>
      <image:caption>Red digital graphic with the name "FLEX" in bold white letters, surrounded by various abstract shapes and patterns in red.</image:caption>
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      <image:title>Head Of Design, Vodafone</image:title>
      <image:caption>Red folder labeled "Digital Creative Checklist Version 01" on top of a white sheet with design tips and gray, red, and black diagram elements.</image:caption>
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      <image:title>Head Of Design, Vodafone</image:title>
      <image:caption>A female tennis player celebrating with a smile and holding her racket in the air, surrounded by a cheering crowd at a tennis match.</image:caption>
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      <image:title>Head Of Design, Vodafone</image:title>
      <image:caption>Screenshot of Vodafone website showcasing the latest iPhone 12 Pro with 5G, featuring a red background, an image of the iPhone, and navigation options at the top and bottom.</image:caption>
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      <image:title>Head Of Design, Vodafone</image:title>
      <image:caption>Two black rectangular blocks with a slanted top, featuring the words 'BLACK FRIDAY DEALS' in white text, one fully visible and one as a white outline, placed on a red background.</image:caption>
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      <image:title>Head Of Design, Vodafone</image:title>
      <image:caption>Red background with a stylized white number six made up of snowflakes, surrounded by snowflakes of various sizes.</image:caption>
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  <url>
    <loc>https://chrismellish.co.uk/virgin-atlantic</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-09-04</lastmod>
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      <image:title>Senior Designer, Virgin Atlantic</image:title>
      <image:caption>Greeting card featuring the Golden Gate Bridge in San Francisco at sunset, with the text 'I'm Feeling Frisky' and 'San Fran' and red rose petals on a light wooden surface with red envelope.</image:caption>
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    <image:image>
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      <image:title>Senior Designer, Virgin Atlantic</image:title>
      <image:caption>Logo for Virgin Holidays with rainbow colors in a diamond shape and the word Virgin in white cursive across it, followed by the word HOLIDAYS in black uppercase letters on a light purple background.</image:caption>
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      <image:title>Senior Designer, Virgin Atlantic</image:title>
      <image:caption>Colorful graphic with fireworks and text promoting ant &amp; dec's Saturday night takeaway at Walt Disney World Resort in Florida, in collaboration with Virgin Holidays.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Senior Designer, Virgin Atlantic</image:title>
      <image:caption>Screenshot of Virgin Holidays website showing search results for BN2 9NP in Brighton, UK. It displays a map with options to view different locations and a list of holiday packages with distances from the location.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Senior Designer, Virgin Atlantic</image:title>
      <image:caption>Greeting card with a waterfall and greenery, with the text "Jamaican my heart flutter" in large white font.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/7fc3a504-ec2f-43fa-90a1-8d35707ed84a/chrismellish_work_virgin_cruises.jpg</image:loc>
      <image:title>Senior Designer, Virgin Atlantic</image:title>
      <image:caption>A computer screen displaying a travel booking website with cruise options, images of tropical destinations, a map of the United States, and photos of ships and beaches.</image:caption>
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    <video:video>
      <video:content_loc>https://video.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/8307149d-9ea8-4ea8-a111-36f889669ebd/playlist.m3u8</video:content_loc>
      <video:thumbnail_loc>https://video.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/8307149d-9ea8-4ea8-a111-36f889669ebd/thumbnail</video:thumbnail_loc>
      <video:title>Senior Designer, Virgin Atlantic</video:title>
      <video:description>Created digital experiences and integrated campaigns for Virgin Holidays, spanning design, social and advertising in collaboration with Disney, Lucasfilm, Universal and ITV.</video:description>
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      <video:content_loc>https://video.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/c6d28ab4-cebe-4770-a1a4-8802f8c02f2d/playlist.m3u8</video:content_loc>
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      <video:title>Senior Designer, Virgin Atlantic</video:title>
      <video:description>Created digital experiences and integrated campaigns for Virgin Holidays, spanning design, social and advertising in collaboration with Disney, Lucasfilm, Universal and ITV.</video:description>
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  <url>
    <loc>https://chrismellish.co.uk/amazon-health-services</loc>
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    <priority>0.75</priority>
    <lastmod>2026-09-04</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/c559b6d9-82ec-4aff-a3fa-fc8b5efd9c8a/chrismellish_work_amazon_animation-2.gif</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>A teal background with the word Healthcare in bold, dark blue letters in the center.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/082034c3-4c13-4355-8718-c2be03d842f3/chrismellish_work_amazon_animation-1.gif</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>Empty white background with no visible objects or details.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/d7750c2f-a717-4a0c-a1f5-73944191cf2c/chrismellish_work_amazon_photoshoot-1.jpg</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>A smiling female healthcare professional in scrubs with a stethoscope around her neck, waving.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/aa7931f4-6f20-4cc2-89de-82e3a9b2c9a2/chrismellish_work_amazon_photoshoot-2.jpg</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>A woman with dark hair, wearing a beige sweater, has her left hand resting on her head as her hair flows up and to the left against a light mint green background.</image:caption>
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      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>One Medical “Now Open” outdoor advertising for Cleveland, promoting accessible primary care.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/4f6e678b-3bf5-40c3-8440-0e0fae32b425/chrismellish_work_amazon_medications.jpg</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>Amazon Pharmacy brand imagery featuring prescription medication and topical treatment for generic brand-owned packaging.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/adf850be-1a58-48a1-828f-b26fdcfc7189/chrismellish_work_amazon_digital-mock-1.jpg</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>Multiple smartphone screens displaying a health app interface with features like health AI, medical care, and shopping deals, in a collage format.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>Collage of diverse people using skincare and health products, including medication bottles, eye drops, and skincare treatments.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/994cbd1b-9b4c-48c1-9aa3-3c917f543a4f/chrismellish_work_amazon_digital-mock-3.jpg</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>Screenshot of Amazon Pharmacy website advertising a $35 wellness gift with the first prescription order, showing a prescription medication bottle, a green Prime Day badge, and a credit card.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/5fb33230-0836-422d-9766-d6f7e90bbaf5/chrismellish_work_amazon_health-station.jpg</image:loc>
      <image:title>Head Of Brand Marketing and Creative Operations</image:title>
      <image:caption>A modern medical kiosk with teal walls, white text reading 'one medical Health Station,' and wooden accents, located indoors near a window.</image:caption>
    </image:image>
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      <video:content_loc>https://video.squarespace-cdn.com/content/v1/6a8b9de8bebe1d1894d951fb/578c0db4-2ae0-4a57-833a-283fddc9de8d/playlist.m3u8</video:content_loc>
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      <video:title>Head Of Brand Marketing and Creative Operations</video:title>
      <video:description>Leading the in-house creative agency across One Medical and Amazon Pharmacy, spanning creative strategy, operations, AI-enabled production and studio transformation.</video:description>
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