Messages resonate when they connect data with emotion, turn complexity into clarity and make people feel seen.
A strategic storyteller and leader, Ebony Lincoln brings over 15 years of experience helping global organizations simplify complexity, strengthen connections and inspire action through communication.
Lincoln is a senior communications manager for Amazon’s delivery service partners experience team, where she leads high-impact strategies that elevate the delivery service partner experience, align stakeholders and drive scalable results across the Americas.
Before joining Amazon, she spent more than a decade at State Farm, rising from claims to public affairs leadership and gaining a deep understanding of business, brand and culture. Her expertise spans internal communications, change management, executive messaging, brand reputation, crisis response and corporate social responsibility.
What was your first job in communications, and what did you learn from it?
My undergrad was in communication and broadcasting, and at the time I thought that meant TV, radio or newspapers — very traditional paths. During my senior year, I went to a job fair hoping to find something that fit my degree. My sorority sister, who worked at State Farm, told me to hand over my résumé. I remember thinking, “What would I even do at an insurance company?”
She told me I could use my degree anywhere, and that completely shifted my perspective. I started in claims — definitely not communications — but that year was invaluable. It made me a student of the business. Eventually, I moved into public affairs, handling everything from internal and external comms to community relations, philanthropy and legislative affairs for the Atlanta market.
I also learned early that being open to opportunities — and places other people might overlook — pays off. I took roles in Bloomington, Illinois, and Charlottesville, Virginia, which helped me move up faster. I spent 11 years at State Farm before finally taking off the “gold handcuffs” to see what else was out there.
If you had to name one standout lesson from that time, what would it be?
Stay open. I moved six or seven times with State Farm, and each move expanded me — not just professionally but culturally. I also learned that relationships and mentorship are everything. You can’t do much on your own. Those connections helped me every time I hit a career rough patch — whether I was in a role that didn’t fit or facing a layoff. Having that network to lean on made all the difference.
Of all the areas you’ve worked in — brand, internal comms, crisis — what stretched you most as a leader?
Definitely, people leadership. Communications is what I do, but leading people is where I’ve really grown. Every new generation brings fresh energy, new expectations and different ways of thinking. That can stretch you — in a good way.
At Amazon, innovation is huge. You can’t have innovation without new ideas, and that means staying open and adaptable. I’ve learned that people aren’t motivated the same way, so you can’t lead them all the same way either. You have to flex, listen and meet them where they are.
You describe your work as “simplifying complexity.” How do you do that?
I’ve spent most of my career in complex, highly regulated spaces — financial services, insurance and now tech. Those aren’t simple worlds. But most people today process information fast. We live in an era of acronyms, reels and short bursts of content. Long, complicated messages just don’t land.
The key is clarity and relevance — cutting through noise with storytelling people can actually relate to. I use data, feedback and focus groups to see what resonates. You have to meet people where they are — whether that’s an app, an internal post or social media — and shape the message so it fits how they want to receive it.
What makes a message designed to inspire action really stick?
Storytelling, hands down. Topics like insurance aren’t naturally exciting, but when you connect them to real people and real emotions, that’s when they resonate.
Think about stories of families rebuilding after a fire or recovering financially after a loss. When you show the human side — the “why it matters” — people pay attention. The data proves it too: engagement, click-throughs and readership all go up when the story is meaningful and simple.
What personal values guide how you show up as a leader and communicator?
One big value for me is sending the elevator back down — helping others rise. I’ve had so many people open doors for me, and I feel a responsibility to do the same.
I also live by faith, not fear. I’m not afraid to take risks. Sometimes you win, sometimes you fail, but you always get back up and learn from it.
I believe in having a growth mindset. Growth doesn’t just come from degrees or certifications; it comes from new experiences, stretching yourself and staying curious. I try to intentionally learn from people around me, whether it’s through mentorship or just grabbing coffee and asking questions.
Outside of work, what restores your energy or creativity?
Travel — always travel. I moved a lot for work and spent time on the road globally, and somewhere along the way I realized how much I love it. Experiencing new cultures, food and people recharges me.
It reminds me how big the world is and how small our day-to-day stresses can be. I come back refreshed and grateful, and I try to keep that perspective front and center — because my job doesn’t define who I am. When I’m off the clock, I make a point to really enjoy life.
Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.
The post Inside an Amazon leader’s approach to leading through listening and storytelling appeared first on PR Daily.
