Senior Product Marketing Manager - Acquisitions, Carrier Services

Description

We are looking for a driven, analytically rigorous Paid Acquisition Senior Marketing Manager to own and scale our paid marketing efforts across both performance and awareness channels. Paid Search (SEM) remains the primary engine of this role, but you will also take ownership of paid awareness channels — including paid social, 3P publications, and event coordination — designed to drive top-of-funnel traffic and brand consideration. As a senior leader, you will manage and develop a team of marketing professionals, setting priorities, coaching talent, and fostering a culture of experimentation and accountability. This is a high-impact, highly visible role sitting at the intersection of data, creativity, and technology, directly influencing Amazon Relay's full-funnel growth strategy.

The ideal candidate brings a performance-first mindset and is equally comfortable steering paid search campaigns, launching paid awareness initiatives, leading deep-dive data analysis, and orchestrating high-visibility events. You will manage a multi-million dollar marketing budget spanning SEM and awareness channels and will be directly accountable for both top-of-funnel traffic volume and brand reach KPIs. You will also serve as the connective tissue between quantitative insights and strategic decision-making — translating complex data into clear narratives that influence roadmaps and investment decisions.


Key job responsibilities
SEM Strategy & Campaign Management
- Own end-to-end strategy, execution, and optimization of paid search campaigns across Google Ads and Microsoft Ads, covering Search, Performance Max, and DSA campaign types.
- Lead keyword research, match-type strategy, negative keyword governance, and ongoing search term analysis to maximize relevance and minimize wasted spend.
- Develop and test ad copy, extensions, and landing page strategies using a structured A/B testing framework to continuously improve Quality Score, CTR, and conversion rates.
- Maintain rigorous campaign architecture — ad groups, campaign hierarchy, and bidding strategies (tROAS, tCPA, Maximize Conversions) — ensuring scalability as budgets and markets grow.
- Manage and optimize a multi-million dollar annual SEM budget, allocating spend across campaigns to hit efficiency targets while scaling acquisition volume.

Paid Awareness Channel Management
- Plan, execute, and optimize paid awareness campaigns across programmatic display, paid social (Meta, LinkedIn, TikTok), online video (YouTube), and 3P industry publications to drive top-of-funnel reach and brand consideration among target carrier audiences.
- Define and track awareness-stage KPIs including reach, frequency, video completion rate (VCR), brand lift, share of voice, clearly separating them from lower-funnel SEM metrics.
- Collaborate with Creative and Product Marketing teams to brief, review, and iterate on awareness ad creative — including display banners, video scripts, and social ad formats — ensuring messaging consistency across all paid touchpoints.
- Analyze the downstream impact of awareness campaigns on SEM performance — including branded search lift, assisted conversions, and overall funnel velocity — to prove awareness ROI and inform future budget allocation between channels.

Event Strategy & Coordination
- Lead the planning, execution, and post-event analysis of industry events, trade shows, conferences, and sponsored activations that support acquisition and brand awareness goals.
- Develop event marketing strategies that integrate with paid and organic campaigns — including pre-event promotion, on-site lead capture, and post-event nurture sequences — to maximize attendee-to-lead conversion.
- Manage event budgets, vendor relationships, and cross-functional logistics in partnership with field marketing, sales, and product teams.
- Define and track event-specific KPIs such as qualified leads generated, cost per lead, pipeline influence, and post-event engagement to measure ROI and inform future event investment.

Team Leadership & People Management
- Directly manage, mentor, and develop a team of marketing professionals across SEM, paid social, and awareness functions — setting clear goals, providing regular feedback, and conducting performance reviews.
- Build a high-performing team culture rooted in data-driven decision-making, creative experimentation, and operational excellence.
- Identify skill gaps and invest in team development through coaching, training, and stretch assignments to grow individual capabilities and bench strength.
- Serve as a senior voice within the broader marketing organization, influencing strategy, advocating for resources, and representing the acquisition function in leadership forums.

Top-of-Funnel Performance & Budget Accountability
- Own and be directly accountable for top-of-funnel KPIs including impressions, clicks, CTR, search impression share, new user acquisition volume, and CPC benchmarks.
- Manage budget pacing across monthly and quarterly cycles, delivering accurate spend forecasts and proactively flagging risks or opportunities to senior leadership.
- Partner with Finance and Marketing leadership to build data-backed business cases for budget investment and growth modeling.
- Establish weekly, monthly, and quarterly performance reporting cadences with clear variance analysis and forward-looking recommendations.

Data Analysis, Insights & Tooling
- Be the hands-on power user of Google Analytics 4 (GA4) — building dashboards, custom reports, funnel analyses, and attribution models to surface actionable SEM and full-funnel insights.
- Conduct deep-dive data analysis across channels to identify trends, diagnose performance shifts, and uncover growth opportunities — translating complex datasets into clear, executive-ready narratives and recommendations.
- Leverage Google Auction Insights to monitor competitive positioning, identify share-of-voice shifts, and inform bidding and budget decisions in real time.
- Utilize Google Ads Search Term Reports, Keyword Planner, and Performance Planner to identify growth opportunities and validate strategy pivots.
- Implement and audit UTM tagging, conversion tracking, and Google Tag Manager (GTM) configurations to ensure data integrity across all paid search activity.
- Work with Business Intelligence and Data Science teams to integrate SEM and event data into broader marketing mix models and multi-touch attribution frameworks.
- Build and maintain cross-channel reporting infrastructure that connects paid media, event, and awareness performance into a unified view of acquisition health.
- Support Business Insights needs of the larger team.

AEO / SEO Collaboration
- Partner closely with SEO and Answer Engine Optimization (AEO) teams to align paid and organic search strategies, ensuring consistent keyword coverage and avoiding cannibalization.
- Apply understanding of AEO principles — structured data, featured snippets, and AI-generated answer optimization — to inform SEM messaging and landing page strategy.


A day in the life
Amazon offers a full range of benefits that support you and eligible family members, including domestic partners and their children. Benefits can vary by location, the number of regularly scheduled hours you work, length of employment, and job status such as seasonal or temporary employment.

The benefits that generally apply to regular, full-time employees include:
- Medical, Dental, and Vision Coverage
- Maternity and Parental Leave Options
- Paid Time Off (PTO)
- 401(k) Plan  

If you are not sure that every qualification on the list above describes you exactly, we'd still love to hear from you!

At Amazon, we value people with unique backgrounds, experiences, and skillsets. If you’re passionate about this role and want to make an impact on a global scale, please apply!

Basic Qualifications

- 10+ 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)
- 5+ years of team management experience
- Experience driving direction and alignment with cross-functional teams

Preferred Qualifications

- Knowledge of Photoshop, video editing, and related tools
- Experience in inter-team working skills to develop partnership with partner, tech team and operating at leadership levels

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.

The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.