[Remote] Principal AWS Brand Advertising Leader, AWS Brand and Creative

Note: The job is a remote job and is open to candidates in USA. Amazon Web Services (AWS) is working to establish AWS as a leading global brand in AI and technology. The Principal AWS Brand Advertising Leader will own the global brand advertising strategy, campaign portfolio, creative agency partnerships, budget, business planning, and executive communications. The role is responsible for delivering high-impact campaigns that improve brand perception among business decision-makers, developers, builders, and technical leaders.

Responsibilities

• Set the vision, strategy, and roadmap for AWS global brand advertising campaigns across all markets and channels (broadcast, digital, social, OOH, streaming, sponsorships)
• Own end-to-end activation of top-of-funnel awareness campaigns that drive measurable perception shifts among business decision-makers, developers, builders, and technical leaders
• Champion creative excellence — push strategy and creative partners to deliver breakthrough work that earns cultural attention and builds lasting brand fame
• Define owned vs. influenced brand interactions, establishing criteria for what the Brand team manages directly vs. enables through mechanisms
• Lead prioritization of campaign initiatives working backwards from annual leadership goals, strategic planning cycles, and real-time market opportunities
• Proactively identify areas of opportunity for brand growth and develop plans that ladder to organizational objectives (e.g., shifting perception of AWS as a Leader in AI)
• Serve as the senior business relationship owner for external creative agency partners globally
• Lead agency RFI/RFP processes including partner selection, scope definition, and onboarding for highest-impact initiatives across multiple geographies, segments, and channels
• Manage complex agency negotiations including budget allocation, contract terms, SOW development, and performance-based incentive structures
• Set and hold a high creative bar with agency partners — expect exceptional work, provide sharp feedback, and create the conditions for agencies to do their best thinking
• Drive agency accountability through clear creative briefs, structured feedback loops, and rigorous post-campaign performance evaluations
• Approve external partners for the highest-impact initiatives spanning multiple dimensions, geographies, and channels
• Own and manage a significant advertising budget with full accountability for spend optimization, ROI, and financial compliance
• Develop and present data-driven business cases for investment decisions, balancing creative ambition with fiscal responsibility
• Lead business evaluation within the advertising discipline to prioritize strategic needs, partnering with Data Science & Engineering, Customer Research, Sales, Field leaders, Account Based Marketing, Legal, PR, and senior leaders
• Own goal setting, operational planning, and executive communication for the brand advertising portfolio
• Deliver strategic business reviews and narratives to senior leadership (CMO, VP, SVP levels)

Skills

• 8+ years of professional non-internship marketing experience
• Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
• Experience communicating results to senior leadership
• Experience building, executing and scaling cross-functional marketing programs
• Experience driving direction and alignment with cross-functional teams
• Experience working cross-functionally and driving decision making among stakeholders with competing goals
• Experience with various types of research methodologies is key, including quant, qual, 1P & 3P data, trend analysis & forecasting, etc
• Experience using data and metrics to drive improvements

Benefits

• Sign-on payments
• Restricted stock units (RSUs)
• Health insurance, including medical, dental, vision, and prescription coverage
• Basic Life & AD&D insurance
• Option for Supplemental life plans
• Employee Assistance Program (EAP)
• Mental Health Support
• Medical Advice Line
• Flexible Spending Accounts
• Adoption and Surrogacy Reimbursement coverage
• 401(k) matching
• Paid time off
• Parental leave

Company Overview

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