Amazon’s Global Brand and Fixed Marketing (GBFM) organization is looking for a Sr. Marketing Manager to lead development of audience strategy and cross-channel media for Amazon Brand, which includes Diversity Marketing Communications. We are looking for a candidate with a passion for building exceptional customer experiences to create and drive a united audience segmentation strategy across media investments.

In this role, you will lead the creation and implementation of an audience strategy by collaborating with core business leads to establish the business problems we are looking to solve, and then working with our data strategy lead and data scientists to build a data acquisition strategy and audience insights creation. One of your primary responsibilities will be driving your business line’s audience architecture to support channel strategy, creative development, media planning and campaign activation. This will include mapping audiences through internal and external teams to drive measurable outcomes, as well as building an audience playbook each year that will inform annual integrated marketing plans (IMP) and personas that can be leveraged by creative teams to better understand audience.

You will also lead cross-channel media strategy for audiences within your business line, and define the investment levels for various channels based on business objectives, audience indices, channel best practices and R&F guardrails. You will bring a data-driven mindset to determining the optimal channel mix for audiences and business strategies, managing both media agencies and internal partners, to achieve our goals. You will work closely with campaign managers, creative and content teams and our internal media team to establish and implement media best practices, collaborate with data scientists and measurement leads to create rigorous analytical processes, and produce cost-effective campaigns.

To be successful, you will need to be highly collaborative, but self-driven with strong bias for action and an ability to deliver on ambiguous projects in a highly matrixed environment. You will be a strategic thinker focused on business goals with strong expertise in cross-channel media strategy (including TV, CTV/POLV, Digital (OLV & Display), Social, OOH, Radio, etc.). This role requires an entrepreneur mentality to help develop and enhance audience strategy, processes and products, as well as analytic processes and innovations for advanced audience analytics. You will be resourceful and find creative solutions to complex technical and business challenges.

The ideal candidate is a tenured marketer with the ability to seamlessly collaborate with a wide variety of stakeholders and work directly with audience analytics, creative, campaign managers, measurement partners, category leaders, data science leaders to define the long-term segmentation strategy across media channels, ensuring that this strategy aligns with our marketing objectives. In this highly visible role, the candidate will support the development and automation of audience segments allowing marketing teams to scale personalized marketing programs.

*Core Responsibilities*

• Develop an audience segmentation strategy aligned to business objectives and technical requirements, providing customers with a tailored multi-channel journey
• Drive the creation of audience hypotheses to inform data modeling and research in partnership with business leads and audience scientists
• Lead the creation of audience insights, market sizing, and audience sizing, leading to audience creation, segmentation
• Work with data partners to create unique audiences using a variety of data sources, automating data delivery to multiple platforms
• Manage budget and investment decisions across all media channels leveraged against your business line
• Lead cross-channel media strategy and planning, advising leadership on the reasoning behind decisions
• Help operationalize audience segmentation in a way that addresses cookie depreciation, evolves privacy controls, and instills data governance and stewardship across deployment teams
  

• Align audience profiles/segmentation with appropriate investment strategy in partnership with planning and activation teams
  

• Ability to navigate a highly matrixed organization and represent team with integrity and self-sufficiency
• Partner with other Amazon media managers to leverage overall investment decisions and insights across the team in the most audience-driven expression possible
• Contribute insights to advertising portfolio strategy and investment models