The primary responsibilities of the Search Marketing organization are to drive website traffic, maximize channel revenue, and improve customer experience. We manage Earned (SEO) and Paid Search channels (Text and Shopping Ads) on external search engines and run experiments with a view to programmatically improve our ROI and find levers to grow the Amazon business. Our channel is the largest lever for Amazon Health Services (AHS) new customer acquisition.
We are seeking a seasoned Sr Product Marketing Manager to lead Paid Search channel marketing to drive Amazon Health Services (AHS) businesses, specifically for Amazon Pharmacy and and Health Benefit Connectors. In this role, you will lead the development and execution of the paid marketing marketing strategy to drive AHS new customer adoption. This is a high-visibility position with scope for creativity and self-development. You will develop a detailed understanding of digital marketing (SEO/SEM in particular) and understand the long-term financial impact of customer behavior trends. The role requires a highly analytical mindset as well as a curiosity to seek out new possibilities. You should be strong at and attracted to the analytical and technical side of marketing as well as to the creative and experimental side, consistently using one to inform the other. You will be comfortable thinking big and diving deep. You will be the single point of contact for specific areas of the business and will be the search team's expert for that product line, gathering insights and applying learnings to additional lines of business.
The successful candidate will think strategically and execute rigorously. You must be able to thrive in an entrepreneurial environment and not be hindered by ambiguity or competing priorities. You will anticipate and remove bottlenecks, anticipate and make tradeoffs, and balance the business needs versus constraints. You will be at the center of the customer experience and need to dive into the customers’ responses, incremental business impact, and budget justification on your program, which requires strong analytical skills. You Earn the Trust of your stakeholders and influence them. You look around corners for potential opportunities or challenges and proactively put in place plans to address them.
Key job responsibilities
- Set vision and annual paid search strategies for Amazon Health Services (AHS), specifically for Amazon Pharmacy and Health Benefit Connectors.
- Establish short- and long-term learning agendas and oversee paid search measurement capabilities, analysis, and executive reporting of campaigns. Analyze paid search metrics to evaluate campaign performance, optimize strategies, and maximize new customer acquisitions.
- Manage paid search budgets to ensure we invest efficiently while driving business growth and optimize for continuous performance improvement.
- Partner across functional teams (including Media, Insights, Creative, Operations, and Finance) to drive process improvement and efficiency.
- Develop deep search channel insights and understanding in partnership with AHS business teams and other AHS channel teams.
- Act as the liaison between the Central Paid Search organization and the AHS Marketing team. This position will be embedded within the Search team, with a "dotted line" to AHS marketing.
- Identify priority automation opportunities for AHS by working with central Search Product, Business, and Technology teams. Develop feature requests and business justifications to remove manual operations and deliver scale.
- Translate channel insights into test plans, product/feature proposals, and opportunities for optimization.
- Define and run tests, including A/B experiments, to test new vendor features and/or inform new product development.
- Conduct in-depth analyses to refine our understanding of the search space and uncover optimization opportunities.
- Translate analytical findings into actionable insights and concise business actions and recommendations.
A day in the life
You will develop a paid marketing strategy to drive AHS adoption through customer behavioral analysis, customer research, targeting segment strategy, marketing channel management, and creative and copy development. You will closely partner with the product, UX, tech, BIE, Legal, and PR team for your marketing strategy development and execution. Once you launch new marketing experiments, you monitor the customer and business impact through an internal/external dashboard, WBR, and custom data analysis to prepare for the WBR update. You will engage with senior leadership to share your ideas on how we can build the next generation of marketing for AHS.
About the team
The Search Marketing organization is responsible for driving traffic to Amazon from External Search Vendors (i.e. Google, Bing, etc) worldwide. We partner with teams across the business to execute search marketing initiatives.
AHS Performance Marketing owns driving new customers to all Amazon Health businesses including OneMedical, Amazon Clinic, and Amazon Pharmacy. We look to automate optimization for each channel and are constantly looking for scale. We are heavily data-driven and customer-obsessed and are excited to partner with data engineering leaders to unlock customer behavioral signals to serve our customers best. We are a team that does not take ourselves too seriously other than the work to help customers. We hold a high bar for our experiences and strategies. Please reach out if you'd like to learn more.
