Overview
Advertising is being remade. The brands that win the next decade will be the ones that figure out how to deliver creative that is personal, performant, and produced at a scale no human team can match alone. Generative AI is the unlock. But generation alone is not the advantage. The advantage belongs to the system that connects creation to delivery to learning, and gets better with every impression. Amazon Ads is building that system. We are investing in the models, the infrastructure, and the product intelligence to make personalized, brand-aligned creative a default capability for every advertiser, not a luxury reserved for the largest budgets. The work is early, the stakes are high, and the opportunity to define how this category develops is real. We are building that system. We need a Principal AI Creative Director to define what great looks like inside it and to make that definition teachable, scalable, and machine-readable.
Key responsibilities
- As Principal AI Creative Director for Personalization Optimization and Design (POD), you are the human judgment layer at the center of Amazon's AI creative system. Generative AI has commoditized asset creation. The durable differentiator is now creative direction: the taste, the standards, the brand intelligence, and the systematic thinking that ensures our system produces creative that builds brands, not just optimizes clicks.
- This is not a role about using AI tools, though you must be among the most fluent practitioners working today. It is about understanding what makes a great commercial, a great piece of content, a great brand moment, and then decomposing that understanding into primitives: the story arc, the color logic, the compositional tension, the emotional beat, the brand signal. Those primitives are what our systems learn from, replicate, and eventually govern at scale.
- You will operate as a principal-level individual contributor with org-wide influence, partnering directly with design, engineering, science, and product leadership across every surface (POD) owns.
- A day in the life includes Creative Direction and Quality Standards: defining and owning the creative quality bar for AI-generated assets across POD's full portfolio, establishing brand intelligence frameworks, and acting as the senior creative editor for AI-generated content.
- Decomposing Creative into Primitives: Lead the Systemization of Taste by breaking down great creative into narrative structure, color theory, compositional hierarchy, emotional arc, pacing, and brand signal. Translate these into frameworks, including prompt libraries, creative briefs, quality rubrics, and annotation schemas that inform model training, DCO reward signals, and creative tooling.
- Hands-On Production and Prototyping: Produce high-quality creative content independently across modalities using leading AI creation tools, and build working prototypes to surface trade-offs and inform decisions across design, product, and engineering leadership. Maintain fluency with tools such as text-to-image (Midjourney, Adobe Firefly, Stable Diffusion), text-to-video (Sora, Runway, Kling), and LLM-powered copy and agentic workflows.
- Defining New Creative Experiences: Partner with design, product, and engineering to define what new AI-powered creative experiences should look like for advertisers.
- Translate Creative Vision into CX direction: Advise on advertiser-facing tools experience design, ensuring AI capabilities are legible, trustworthy, and creatively empowering across components like Creative Studio, Video Generator, and the creative agent.
- Aesthetic Moderation and Governance: Build and own the aesthetic moderation framework, including quality scores, brand safety standards, and editorial review workflows that scale without requiring human review of every asset.
- Cross-Functional Creative Leadership: Serve as the creative authority in cross-functional conversations with engineering, science, product, and design leadership; collaborate with the Design Technology team to ensure prototypes meet a high creative bar; work with PAO to maintain quality and brand coherence at impression level.
Basic qualifications
- 10+ years of creative direction experience, with a portfolio demonstrating exceptional craft across visual design, brand identity, advertising, or digital creative
- 2+ years of demonstrated, hands-on work in AI content creation, including major campaigns, brand work, or personal projects that showcase advanced fluency with generative AI tools across image, video, and copy
- Ability to produce finished creative content independently across modalities using AI tools, not just direct others to do so
- Deep understanding of what makes great creative, including narrative structure, color theory, compositional hierarchy, emotional arc, pacing, and brand signal, and the ability to articulate these elements in precise, teachable, decomposable terms
- Experience working at the intersection of creative and technology, collaborating with engineering, product, or data science teams to build creative systems
- Demonstrated ability to influence without authority in large, cross-functional organizations
Preferred qualifications
- Experience in advertising, e-commerce, or performance marketing contexts, with an understanding of how creative connects to business metrics, conversion, and brand equity
- Experience building creative quality frameworks, brand standards, or design systems that scale across large organizations or product portfolios
- Track record of translating creative intuition into structured, systematic frameworks, including prompt libraries, quality rubrics, annotation schemas, or training data curation
- Familiarity with aesthetic moderation, content quality scoring, or automated creative evaluation
- Familiarity with Dynamic Creative Optimization (DCO), personalization systems, or data-driven creative
- Experience contributing to or advising on AI model development from a creative direction perspective, including feedback on outputs, training data curation, or quality reward signal definition
- Proficiency with design tools (Figma, Adobe Creative Suite) to refine, annotate, and communicate creative direction alongside AI-generated outputs
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.
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