Principal Brand Advertising Business Lead, AWS Brand and Creative

AWS Brand & Creative is on a mission to establish AWS as the world's undisputed leader in AI and technology, shaping how customers, developers, and prospective customers perceive, trust, and choose AWS.
We are seeking a Principal Business Lead to own AWS global brand advertising as a business: the strategy, the $200M+ investment, the agency relationships, and the results. You will set the investment roadmap, run multi-market campaigns from planning through post-campaign measurement, and be accountable to CMO and SVP leadership for perception shifts and business impact.
This is a client-side leadership role. Creative development is led by our agency partners and in-house creative leaders; you are their business counterpart. You do not make the work. You create the conditions for exceptional work, hold a high bar, make the investment case, and prove what the work delivered.
The right candidate has run brand advertising at global scale from the brand-owner side. They bring the commercial rigor to manage large budgets and complex agency contracts, the analytical depth to measure brand effectiveness, and the judgment to recognize and sell in strong creative at the highest levels of leadership.

Key job responsibilities
Budget & Business Management
● Own a $200M+ global brand advertising budget with full accountability for allocation, spend optimization, ROI, and financial compliance
● Build data-driven business cases for investment decisions across markets, channels, and campaigns
● Own goal setting, operational planning (OP1/OP2), and executive communication for the brand advertising portfolio
● Write and deliver business reviews and narratives to CMO, VP, and SVP leadership
● Partner with Data Science & Engineering, Customer Research, Sales, Field, ABM, Legal, and PR to prioritize investments and align on outcomes

Agency Management & Commercial Partnerships
● Serve as senior business owner for global creative and media agency relationships
● Lead agency RFI/RFP processes, including partner selection, scope definition, and onboarding across geographies, segments, and channels
● Negotiate budgets, contract terms, SOWs, and performance-based incentive structures
● Drive agency accountability through clear briefs, structured feedback loops, and rigorous post-campaign performance evaluations
● Set and hold a high creative bar with partners, and sell in bold work to senior leadership

Brand Advertising Strategy & Measurement
● Set the vision, strategy, and roadmap for AWS global brand advertising across broadcast, digital, social, OOH, streaming, and sponsorships
● Own end-to-end activation of awareness campaigns that drive measurable perception shifts among business decision-makers, developers, builders, and technical leaders
● Define the brand measurement framework (brand lift, awareness, consideration, perception of AWS as a leader in AI) and use it to optimize the portfolio
● Define owned vs. influenced brand interactions and the mechanisms the Brand team uses to enable the wider organization
● Prioritize initiatives by working backwards from annual leadership goals, planning cycles, and real-time market opportunities

About the team
Our mission is to establish and advance AWS as the world's undisputed leader in AI and technology, while empowering the AWS Marketing organization to deliver brand-consistent, strategically inventive, and creatively excellent work at scale. We work backwards from business decision-makers, developers and builders, and technical leaders: sophisticated audiences who are skeptical of marketing and inundated with AI claims.

BASIC QUALIFICATIONS - 8+ years of professional non-internship marketing experience
- 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 and driving decision making among stakeholders with competing goals
- Experience with various types of research methodologies is key, including quant, qual, 1P & 3P data, trend analysis & forecasting, etc.
- Experience using data and metrics to drive improvements

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.

USA, WA, Seattle - 149,200.00 - 201,800.00 USD annually