Principal, Strategic Comms Planner, Amazon Ads

Principal, Strategic Communications Planner

Come build the future with us! What unites all Amazonians (across teams and geographies) is that we are all striving to delight customers and make their lives easierwhoever that customer may be. In pursuit of delighting customers, Amazonians have developed many products and services that transformed the way our customers live their lives and run their businesses. Together, we are building the future, one innovative product, service, and idea at a time. Amazon Ads is dedicated to driving measurable outcomes for brand advertisers, agencies, authors, publishers, and entrepreneurs. Our ad solutionsincluding retail media, display, video, DSP, measurement, and ad tech solutionsleverage Amazon's innovations and insights to find, attract, and engage intended audiences throughout their daily journeys.
The GTM & Marketing Strategy team drives efficiency across Amazon Ads by architecting the processes that align Product, Marketing, and Sales and building the single sources of truth that keep all teams moving together. We create central direction, uniting audience, messaging, channel, and go-to-market strategies, while building the mechanisms that ensure disciplined execution, scaling what works. As the Amazon Ads marketing organization has grown and evolved across brand, demand generation, events, and content so has the need for a single strategic voice connecting our storytelling across channels, audiences, and campaigns. We're hiring a Principal, Strategic Communications Planner to build this function from the ground up. This is a rare opportunity to architect a net-new discipline within an established, high-performing marketing organization. You will define what "great" looks like for Comms Planning at Amazon Ads, architecting how we ensure our narratives land with precision across every audience and touchpoint, including agents that increasingly discover, evaluate, and recommend Amazon Ads on behalf of advertisers. You will own the end-to-end strategic planning discipline across marketing, ensuring every asset ladders to a unified narrative and every dollar of investment delivers against clearly defined goals.
You'll work with Growth and SMB Marketing on the audiences we need to reach, the objectives each campaign must achieve, and the optimal channel mix to get there, and optimize throughout to maximize ROI. This is a builder role: you'll be the first person performing this function and will shape its charter, operating model, and vision as it matures. The ideal candidate has functional expertise, having performed a similar Comms Planner role before while being curious about how AI will change the way we work, proactively testing new approaches. This role reports to the GTM & Marketing Strategy Director and partners closely with Content, Channel, Product Marketing, Growth Marketing, SMB Marketing, and Analytics teams to drive measurable impact.
Key Job Responsibilities

Architect and operationalize a centralized communications planning framework incorporating audience strategy, messaging architecture, channel planning, and quality standards, ensuring narrative consistency and strategic coherence across all marketing touchpoints
Align audience segmentation and prioritization across campaigns, mapping messaging to the right audiences and agents, through the right channels at the right moments in their journey
Review end-to-end customer journeys, identifying messaging gaps, redundancies, and opportunities; ensure campaign sequencing maximizes cumulative narrative impact
Establish prioritization criteria for competing initiatives, ensuring the highest-impact narratives receive appropriate investment, sequencing, and channel allocation
Partner with product marketing, brand, events, content, and demand generation teams to define core themes, audience priorities, campaign objectives, and integrated channel strategy
Own measurement frameworks that track campaign effectiveness, narrative consistency, channel performance, and communications' contribution to business outcomestranslating findings into optimizations and strategic pivots
Lead cross-functional alignment to maintain coherence as campaigns scale and new initiatives launch
Serve as the connective tissue between creative, product, and audience strategy and channel delivery, ensuring briefs are grounded in audience insight and channel best practices
Identify and champion emerging channels, formats, and approaches, including agent-facing protocols, to extend reach and deepen engagement with priority audiences
Oversee narrative coherence across both human and AI audiences, ensuring a single consistent story
Champion AI, identifying opportunities to make marketing programs more efficient and effective