Amazon Ads is seeking a Principal, Audience Lifecycle Planning Manager to lead one of our most strategically critical functions: understanding our audiences, where they are in their journey with us, and what it takes to move them forward. This role sits at the intersection of strategy and analytics — equal parts opportunity identification, audience intelligence, and touchpoint orchestration.

You will own the end-to-end lifecycle planning framework across two primary audience dimensions: Partners (agencies, tech partners, and holding companies) and Enterprise Advertisers.

This is a high-visibility, high-impact role that requires both the strategic vision to identify where the biggest opportunities lie and the analytical rigor to identify highest value actions and associated touchpoint strategy.

Key job responsibilities
Own the Audience Lifecycle Strategy — Define and maintain lifecycle frameworks for partner and enterprise advertiser audiences, mapping each audience segment across growth stages.

Build and Operationalize a Touchpoint Strategy — Design and orchestrate the optimal mix of touchpoints across three vectors: Amazon Ads → Partner, Amazon Ads → Advertiser, and Partner → Advertiser.

Drive Opportunity Identification Through Analytics — Use data to surface where audiences are stalling, where growth potential is untapped, and where co-investment between Amazon Ads and partners can unlock mutual value. Translate complex data into clear, actionable narratives for senior leadership and cross-functional partners.

Define the Highest-Value Actions (HVAs) — Identify and prioritize the specific actions — across adoption, spend, and capability milestones

Partner Across the Organization — Work cross-functionally to ensure lifecycle insights are embedded into campaign planning, event strategy, co-marketing programs, and partner enablement. Serve as the connective tissue between audience intelligence and go-to-market execution.

Establish Lifecycle Metrics and Reporting — Define the KPIs that measure lifecycle health across audience segments.

Basic Qualifications

• 9+ years of professional non-internship marketing experience
• Experience using data and metrics to drive improvements
• Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
• Experience building, executing and scaling cross-functional marketing programs
• Experience driving direction and alignment with cross-functional teams

Preferred Qualifications

• Experience working cross-functionally with partner teams to drive adoption and usage of brand assets and messaging
• Experience in strategic marketing management and market analysis and demonstrated ability to build and execute a strategy with clear goals and objectives to align to business and service objectives, and support portfolio objectives

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.

The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.

USA, WA, Seattle - 142,000.00 - 192,000.00 USD annually