Amazon Live operates at the intersection of content, commerce, and community — bringing shoppable video experiences to life through creator-led livestreams and video content. We are seeking an experienced Sr. Product Marketing Manager to own the full lifecycle of complex product marketing initiatives for our Creator Partnerships program, defining strategy and measurement that attract, retain, and scale influencers producing shoppable video content across Amazon Live surfaces.
You will own go-to-market branding and product initiatives across both a managed creator cohort and scaled unmanaged creators. You will develop the comprehensive marketing strategy — targeting, positioning, promotions, and launch plans — own creator insights, and directly partner with and inform partner tech teams' product roadmaps.
The ideal candidate can aggregate and analyze inputs from multiple sources (industry and creator economy trends, creator needs, competitive intelligence, creative and media insights) to formulate product marketing strategy. You will develop, execute, and steward product marketing initiatives with clear objectives, priorities, measurement, and deliverables — understanding how your initiatives impact both creator experience (awareness, consideration, feature adoption, onboarding, community engagement, brand perception) and business outcomes (creator acquisition/retention, content volume, shoppable video revenue, customer engagement).
This role requires a self-motivated individual who routinely delivers the right things with limited guidance, thrives in ambiguity, identifies gaps between teams and processes, negotiates resources, and influences partner team roadmaps and investment priorities. You will anticipate risks, prevent and remove blockers, and build contingency plans in a rapidly evolving competitive landscape. You demonstrate good judgment in how and when to escalate effectively, make tradeoffs between short-term and long-term needs, and are learning to scale strategies by building mechanisms and engaging peers, partner teams, and senior leaders.
Key job responsibilities
- Develop and own the Amazon Live creator brand strategy and value proposition — articulating earnings potential, audience growth, and monetization advantages to attract and retain creators at scale
- Own end-to-end go-to-market strategy and execution for creator-facing product launches, developing GTM plans with clear targeting, positioning, measurement, and deliverables across managed and unmanaged creator segments
- Conduct competitive analysis and creator needs assessments that define business problems, identify market opportunities, and directly inform partner tech teams' product roadmaps
- Lead off-Amazon marketing strategies that amplify creator content and brand presence across social platforms, driving audience growth and creator acquisition
- Design and execute community-building programs and engagement activations that reinforce program value and drive creator retention
- Own creator-facing communications strategy including educational content, newsletters, and marketing materials that drive feature adoption and content quality
- Aggregate and analyze inputs from multiple sources — industry trends, creator behavior data, competitive intelligence, and media performance — to continuously refine marketing strategy and provide recommendations that improve business outcomes
- Identify gaps between teams, processes, and plans; negotiate resources and influence cross-functional roadmaps and investment priorities across Product, Content, Business Development, and Monetization teams
- Own cadenced reporting and narratives (MBR, QBR, PR/FAQ) and effectively communicate marketing objectives, strategy, and results to senior leadership
- Participate actively in recruiting and hiring; mentor and develop others within the organization
About the team
Now more than ever, customers watch videos when they shop. Videos and livestreams make shopping easier and more fun, whether a customer is researching a product or tuning in to chat with their favorite content creator live. The Amazon Live team's mission is to enable customers to find inspiration, information, entertainment, and community through videos at any point in their shopping journey. If you are interested in building a multifunctional product, enjoy a creative and fast-paced working environment, and want to work on a strategic new initiative, join our team today!
