Principal, Strategic Comms Planner, Amazon Ads

About the role

The GTM & Marketing Strategy team drives efficiency across Amazon Ads by architecting the processes that align Product, Marketing, and Sales and building the single sources of truth that keep all teams moving together. We create central direction, uniting audience, messaging, channel, and go-to-market strategies, while building the mechanisms that ensure disciplined execution, scaling what works.

Responsibilities

• Architect and operationalize a centralized communications planning framework incorporating audience strategy, messaging architecture, channel planning, and quality standards, ensuring narrative consistency and strategic coherence across all marketing touchpoints
• Align audience segmentation and prioritization across campaigns, mapping messaging to the right audiences and agents, through the right channels at the right moments in their journey
• Review end-to-end customer journeys, identifying messaging gaps, redundancies, and opportunities; ensure campaign sequencing maximizes cumulative narrative impact
• Establish prioritization criteria for competing initiatives, ensuring the highest-impact narratives receive appropriate investment, sequencing, and channel allocation
• Partner with product marketing, brand, events, content, and demand generation teams to define core themes, audience priorities, campaign objectives, and integrated channel strategy
• Own measurement frameworks that track campaign effectiveness, narrative consistency, channel performance, and communications' contribution to business outcomes—translating findings into optimizations and strategic pivots
• Lead cross-functional alignment to maintain coherence as campaigns scale and new initiatives launch
• Serve as the connective tissue between creative, product, and audience strategy and channel delivery, ensuring briefs are grounded in audience insight and channel best practices
• Identify and champion emerging channels, formats, and approaches, including agent-facing protocols, to extend reach and deepen engagement with priority audiences
• Oversee narrative coherence across both human and AI audiences, ensuring a single consistent story
• Champion AI, identifying opportunities to make marketing programs more efficient and effective.

Requirements

• 9+ years of professional non-internship marketing experience
• Experience using data and metrics to drive improvements
• Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
• Experience communicating results to senior leadership
• Experience building, executing and scaling cross-functional marketing programs
• Experience driving direction and alignment with cross-functional teams

Qualifications

• Experience working cross-functionally with partner teams to drive adoption and usage of brand assets and messaging
• Experience in strategic marketing management and market analysis and demonstrated ability to build and execute a strategy with clear goals and objectives to align to business and service objectives, and support portfolio objectives