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.
