We are seeking an experienced, Spanish-fluent marketing leader to build and run Mass Marketing, Social Media, and Influencer Marketing for Amazon's Worldwide Cross-Border (XB) business across Latin America. In partnership with XCM (Cross-Channel Marketing), you will own the full-funnel brand, media planning, and demand agenda for XB LATAM and other strategic destinations, building awareness, consideration, and conversion at scale. You will also serve as the single-threaded leader for social and influencer marketing across the region.
This role sits at the intersection of brand building and performance. You will lead mass marketing for XB LATAM (starting in Colombia, with Peru, Argentina, and Chile to follow) and other strategic destinations, and drive social and influencer programs across every funnel stage. You will manage a multi-million dollar annual budget that is growing quickly, and oversee agency partnerships throughout the region.
Role Context & Opportunity
Cross-Border Exports and Amazon Bazaar are among the fastest-growing opportunities in Amazon's International Shopping portfolio. This is a high-ownership, high-visibility role that will shape how customers across LATAM discover and engage with Amazon.
You will build a scalable mass, social, and influencer marketing engine, launching full-funnel programs in new destinations while protecting efficiency and brand consistency across a multi-country agency ecosystem. You will partner with Data, Science, and Research teams to build measurement models tailored to XB customers, so every dollar can be tied to the business results it drives. Professional experience in the LATAM region is a strong plus.
Key job responsibilities
1. Mass Marketing
• Serve as the XB marketing lead for Colombia mass marketing, working in close partnership with XCM (Cross-Channel Marketing) to plan and execute brand and demand-building campaigns.
• Localize central XCM creative concepts and HVE assets (e.g., Prime Day, Prime Big Deal Days) for the Colombian market, partnering with Global Studios on fast, on-brand creative adaptation.
• Own the Colombia mass-marketing media plan across TV, OLV, digital, and other channels, directing media planning and buying partners (e.g., OMG / Omnicom Colombia) to deliver reach and efficiency targets.
• Lead integrated HVE campaign planning and in-market execution, aligning mass marketing with O&O, Fuse, and Prime Video motions.
2. Social Media & Influencer Marketing — All XB LATAM Destinations (full funnel)
Lead social media and influencer marketing across all XB LATAM destinations, owning strategy and execution across the full funnel:
• Upper funnel (awareness): Drive brand awareness and reach through social-first brand campaigns and mega/macro-influencer partnerships; build culturally relevant content that establishes Amazon in each destination.
• Mid funnel (consideration): Grow consideration and engagement via always-on social content, mid-tier creators, and category/HVE storytelling that moves customers toward intent.
• Lower funnel (conversion): When channel is ready, own performance-oriented influencer and affiliate (Associate) programs, driving sign-ups, installs, and orders; manage conversion-focused creator partnerships and promotional mechanics.
• Define the regional social & influencer strategy, channel mix, and content calendar; set destination-level playbooks that scale from Colombia to new LATAM markets.
• Manage always-on influencer investment (e.g., CO & PE) alongside HVE bursts, selecting the right mix of mega-, macro-, mid-, and micro-influencers per objective.
3. Budget Ownership
• Own and steward a multi-million dollar annual marketing budget across mass, social, and influencer workstreams in LATAM.
• Allocate investment across funnel stages, destinations, and HVEs to maximize efficiency (e.g., cost per acquisition, OPS lift, share of site), and reallocate dynamically based on performance.
• Partner with Finance and BI on budget planning (OP1/OP2), monthly tracking, and ROI reporting.
4. Agency Partnership Management — LATAM
• Own agency relationships across LATAM — media (e.g., OMG / Omnicom), influencer (e.g., Tatam), creative, and social partners — setting scopes, SLAs, and performance expectations.
• Lead agency briefing, selection, contracting support, and quarterly business reviews; hold partners accountable to deliverables, timelines, and efficiency.
• Standardize ways of working and reporting across country agencies to ensure quality and consistency as the footprint expands.
5. Measurement, Reporting & Stakeholder Management
• Define KPIs and measurement frameworks for mass, social, and influencer; partner with BI to instrument reporting and attribute impact across the funnel.
• Deliver weekly/monthly performance readouts and HVE retrospectives with clear insights and recommendations.
• Represent XB LATAM marketing in cross-functional forums, aligning with XCM, Prime, PV, category, and country teams.
