The Events, Sports Marketing, and Sponsorship (ESS) team is seeking a Senior Go-to-Market Strategy Lead to serve as the go-to-market strategist for AWS's first-party events portfolio — anchored by flagship programs like re:Invent and AWS Summits, and extending communications support across 160+ events annually including third-party programs like Dreamforce, CES, and Cannes Lions.
This is a net-new, high-visibility role that defines how AWS positions, differentiates, and communicates its first-party events to builders, leaders, and internal stakeholders. The role sits at the center of a unified go-to-market motion and is accountable for two interconnected workstreams: (1) defining the messaging and positioning strategy that makes each first-party event's unique value clear across the portfolio, and (2) architecting the communications framework that activates that strategy at scale through internal and external channels — inclusive of third-party event communications.
This role treats every event as a distinct offering and the full portfolio as an integrated system — establishing differentiation, audience segmentation, and positioning frameworks that inform investment tiering, go-to-market activation, and pipeline contribution across all event types.
Key job responsibilities
Key Job Responsibilities
Define Portfolio Positioning and Messaging Strategy
Own the foundational messaging and positioning frameworks for AWS's first-party events portfolio — defining what each event is, who it's for, and why it matters relative to the rest of the portfolio (re:Invent, Summits, re:Inforce, Executive Summit/Forum, and cohort programs)
Establish audience-specific messaging variants (builder, executive, partner, seller) that clarify differentiation across first-party flagship and cohort event types
Provide the positioning inputs that inform portfolio tiering decisions — which events receive full go-to-market treatment, lightweight activation, or investment evolution — ensuring strategic rationale underpins resource allocation
Define the narrative that positions events as pipeline accelerants and demand generation mechanisms, not operational obligations — articulating how AWS's events portfolio drives measurable business outcomes for customers and sellers
Apply market intelligence, competitive landscape analysis, and attendee research to refine portfolio positioning and identify whitespace opportunities
Architect and Scale the Communications Framework
Define and execute the pan-ESS communications strategy — including newsletters, pre/post event communications plans, and cadence management — that activates the portfolio messaging strategy through scalable channels
Build and manage the sub-program communications intake mechanism, own the editorial calendar, and coordinate send schedules across first-party and third-party event workstreams (GEM, Partner Marketing, AWSI, Startup) to eliminate over-messaging and fragmented outreach
Develop foundational content assets including event messaging frameworks, talk tracks, launch email templates, KBYG communications, and post-event trip report formats designed for customization and reuse by distributed marketing teams
Create the Bill of Materials (BOM) communication layer — ensuring toolkit assets, event launch emails, and seller enablement content follow a consistent, high-quality standard across first-party and third-party event programs
Serve as the centralized communications architect for org-wide event updates, ensuring stakeholders receive timely, sequenced, and actionable information
Drive Cross-Functional Alignment and GTM Integration
Serve as the primary interlock for messaging and communications between ESS and its key partners: IDC, ABM/Industry Heads of Marketing, LMP, Partner Marketing, Sales Operations, and Sales Champions
Partner with IDC, field teams, and Account Based Marketing to ensure event positioning translates into demand generation motions and pipeline contribution across segments and geographies
Coordinate sub-program communications schedules across Executive Summit/Forum (GEM), Partner Summit, Industry, and Startup workstreams — identifying timing conflicts, recommending sequencing, and preserving depth where program-specific messaging adds value
Influence and align senior stakeholders — including Sales Leadership, Sales Champions, and field teams — on event portfolio positioning and the role of events within the broader AWS go-to-market motion
Partner with the ESS Enablement lead to ensure messaging frameworks, communications infrastructure, and sales enablement content are integrated and mutually reinforcing
Leverage AI and Agentic Workflows to Scale
Apply agentic AI capabilities to build and run scalable workflows across messaging development, content production, and communications execution — staying at the strategy layer while leveraging AI agents for execution at scale
Bring an AI-first and AEO (AI Engine Optimization) lens to external-facing content work, applying principles that surface AWS events content ahead of competitors in AI-assisted search and recommendation systems
Identify opportunities to automate repeatable communications processes through agentic workflows, increasing velocity and consistency without additional headcount
Measure, Optimize, and Raise the Bar
Define success metrics oriented toward pipeline attribution and business impact — connecting events messaging and positioning to pipeline contribution, audience conversion, and deal acceleration across the portfolio
Track communications health metrics including engagement rates, seller activation rates, toolkit usage, and pre-event outreach coverage by segment and geo as leading indicators of messaging effectiveness
Use data, seller feedback, and Sales Champion input to continuously refine the messaging and communications model — eliminating noise, increasing relevance, and improving the signal-to-action ratio
Contribute to post-event retrospectives, translating positioning performance and communications results into input for the next planning cycle
