Creating worldwide impact: How Cashman is advocating for Indigenous communities
Cashman Aiu, a Sales Account Manager for Amazon Ads, didn't find just a job at Amazon; she found a community and her calling. From combating the effects of wildfires to championing Indigenous entrepreneurs, Cashman’s story is one of authenticity, advocacy, and the power of giving back.
Wildfires
Born and raised in Hawaiʻi, Cashman graduated at the top of her class at New York University. She majored in Media, Culture, and Communication and was part of the first cohort to minor in Indigenous Studies. When asked why she joined Amazon Ads, Cashman’s answer is unequivocal: “I have a passion for Indigenous representation in media and advertising. Amazon offered me the opportunity to grow my skill set as an advertiser and to become a leader in the Indigenous at Amazon affinity group.”
As soon as she started at Amazon in July 2022, Cashman joined Indigenous at Amazon—and when devastating wildfires swept through Maui in August 2023, she felt compelled to step up as a leader.
Working with the Amazon Community Impact team, Cashman helped lead volunteer efforts to help communities affected by the fires, alongside Amazon’s first Native Hawaiian corporate sponsorship, Hawaiʻi Land Trust. “It was a grounding experience, especially during a traumatic time for Indigenous peoples and Hawaiians across the nation.”
This was the experience that led Cashman to take on the leadership role of Global Community Engagement Lead in the affinity group. “My mom and my grandparents did an incredible job of making sure I had everything I needed to turn my dreams into realities. Because of them, I’ve become an Indigenous leader at Amazon. I truly have a seat at the table to make these big decisions, which impact my community that I love so much.”
Cashman at the Affinity Group Clubhouse in Seattle
"My Amazon Ads team has been super supportive,” Cashman explains. “They’re the best teammates, managers and Indigenous allies I could ask for. They’re committed to making sure that I’m an excellent account manager but an even better Amazonian."
Giving back
As the Global Community Engagement Lead for Indigenous at Amazon, Cashman has been instrumental in organizing continuing volunteer efforts. Last year, the group visited Oʻahu in support of Hawai‘i Land Trust.
Cashman recalls, "It’s incredibly powerful to go back to my homeland with the company I work for and make a difference.”
Amazonians were honored to visit Maunawila Heiau, a sacred site on the north side of Oʻahu.
Cashman explains, “Our Amazon team had the privilege of learning the sacred practice of kūkulu hale, traditional indigenous Hawaiian architecture. We helped build a traditional Hawaiian home that will be used as a gathering place that grounds visitors to the ʻāina (land). It was powerful and incredibly grounding to take part in building a hale (traditional Hawaiian house) with my Amazon community during a time of such tragedy. It felt like my kūpuna (ancestors) were right there alongside us at the volunteer day.”
Cashman and other volunteers for Hawaii Land Trust at Maunawila Heiau
This summer, the group returned to Hawaiʻi for a two-part volunteer trip, continuing their mission to protect and steward its lands.
Business opportunity
Cashman is now also channelling her passion into creating new opportunities for Indigenous entrepreneurs on Amazon.com.
She uses her skill set as a Sales Account Manager to help onboard new Amazon advertisers in the Indigenous Recruitment Pilot. She sees this as a way to give back to her community. “I want to ensure that our underserved communities, such as Indigenous and minority-owned businesses, are offered the same opportunity to reach a global audience.”
Embracing authenticity
At work, a core tenet of Cashman’s approach is the importance of authenticity. “Early on in my career, I separated my business identity from my cultural identity. I thought embracing my Hawaiian heritage in the corporate world would negatively affect my career. That is not the case at Amazon—my superpower is my Indigenous culture,” she explains. Now she encourages others, especially those from underrepresented minorities, to embrace their heritages as an asset rather than feeling pressured to assimilate. “Bringing your authentic self to work is crucial,” she emphasizes.
A community of advocacy
“I came to Amazon knowing my Indigenous culture was a priority; now I’m ensuring that we build a community not just within Ads but at Amazon as a whole,” says Cashman.
Indigenous at Amazon is more than an employee group; it’s a community. Founded by Native Americans in the United States, the affinity group has grown to reflect the global footprint of Amazon. It fosters a network of employees and allies, advocating for representation and solving problems of underrepresentation.
Cashman has this to say about why allies are important: “There’s a stark reality for the Indigenous community—we are powerful and mighty, but our numbers don’t quite match the general population. Our voices are powerful, and allies can help our voices be heard by the masses.”
Recognition
In 2023, Cashman’s exemplary performance was recognized when she was named an Amazon Athlete of the Year, an accolade that highlights her success in client work, advocacy, and community leadership as well as her ability to juggle her responsibilities.
“I’m so glad I took the leap to join Amazon. I love the team I work with and the opportunity I have to give back to my Native Hawaiian community. I’m excited to see what comes next!”