Principal, Strategic Comms Planner, Amazon Ads

Amazon; Seattle (WA); On-site; USD 142,000 - 192,000; Full time

Benefits offered by this job

Health insurance

401(k) matching

Stock-based compensation (RSUs)

Paid time off and parental leave

Job summary

Amazon is seeking a Principal, Strategic Communications Planner to architect a new function within the GTM & Marketing Strategy group. You’ll unify narratives across channels, audiences, and campaigns, shaping the strategy from the ground up.

You will align marketing objectives with product storytelling, measure campaign impact, and guide channel mix and content across brand, demand, events, and communications. This role emphasizes AI-enabled optimization and scalable programs.

Qualifications

• 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)

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.

Skills

Marketing experience

Data-driven

Cross-functional collaboration

Communication to leadership

Marketing analytics

Tools

Excel

Tableau

Job description

Description

Come build the future with us! What unites all Amazonians (across teams and geographies) is that we are all striving to delight customers and make their lives easier—whoever that customer may be. In pursuit of delighting customers, Amazonians have developed many products and services that transformed the way our customers live their lives and run their businesses. Together, we are building the future, one innovative product, service, and idea at a time. Amazon Ads is dedicated to driving measurable outcomes for brand advertisers, agencies, authors, publishers, and entrepreneurs. Our ad solutions—including retail media, display, video, DSP, measurement, and ad tech solutions—leverage Amazon’s innovations and insights to find, attract, and engage intended audiences throughout their daily journeys.

Description

Come build the future with us! What unites all Amazonians (across teams and geographies) is that we are all striving to delight customers and make their lives easier—whoever that customer may be. In pursuit of delighting customers, Amazonians have developed many products and services that transformed the way our customers live their lives and run their businesses. Together, we are building the future, one innovative product, service, and idea at a time. Amazon Ads is dedicated to driving measurable outcomes for brand advertisers, agencies, authors, publishers, and entrepreneurs. Our ad solutions—including retail media, display, video, DSP, measurement, and ad tech solutions—leverage Amazon’s innovations and insights to find, attract, and engage intended audiences throughout their daily journeys.

Description

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.

As the Amazon Ads marketing organization has grown and evolved across brand, demand generation, events, and content so has the need for a single strategic voice connecting our storytelling across channels, audiences, and campaigns. We're hiring a Principal, Strategic Communications Planner to build this function from the ground up. This is a rare opportunity to architect a net-new discipline within an established, high-performing marketing organization. You will define what "great" looks like for Comms Planning at Amazon Ads, architecting how we ensure our narratives land with precision across every audience and touchpoint, including agents that increasingly discover, evaluate, and recommend Amazon Ads on behalf of advertisers.

You will own the end-to-end strategic planning discipline across marketing, ensuring every asset ladders to a unified narrative and every dollar of investment delivers against clearly defined goals. You'll work with Growth and SMB Marketing on the audiences we need to reach, the objectives each campaign must achieve, and the optimal channel mix to get there, and optimize throughout to maximize ROI. This is a builder role: you'll be the first person performing this function and will shape its charter, operating model, and vision as it matures. The ideal candidate has functional expertise, having performed a similar Comms Planner role before while being curious about how AI will change the way we work, proactively testing new approaches.

This role reports to the GTM & Marketing Strategy Director and partners closely with Content, Channel, Product Marketing, Growth Marketing, SMB Marketing, and Analytics teams to drive measurable impact.

Key job 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.

Basic Qualifications

• 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

Preferred 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

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

Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company’s reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

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&DD 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.

USA, CA, Culver City - 142,000.00 - 192,000.00 USD annually

USA, NY, New York - 156,100.00 - 211,200.00 USD annually

USA, WA, SEATTLE - 142,000.00 - 192,000.00 USD annually

Company

Amazon.com Services LLC

Job ID: A10448122