Senior Marketing Manager, Brand Awareness, AWS Marketing

Senior Marketing Manager, Brand Awareness

The AWS Global Brand Advertising Team is seeking an experienced, strategic, and entrepreneurial Senior Marketing Manager, Brand Awareness to drive high-impact marketing initiatives within the AWS Brand Awareness vertical. This role sits at the intersection of brand strategy, demand generation, and emerging marketing innovation, reporting into the Program Management, Media, and Operations organization within AWS Brand. The ideal candidate will be a strategic thinker and operational leader who thrives in ambiguity, can manage the full lifecycle of complex marketing initiatives, and possesses the creative vision to pioneer new programs that elevate the AWS brand in a highly competitive landscape. You will define strategy and measurement with limited guidance, aggregate and analyze inputs from multiple sources to formulate marketing approaches, and influence partner teams' initiatives and cross-functional roadmaps. This role requires someone who can connect long-term brand building with measurable business outcomes.

Key job responsibilities:

• Brand-to-Demand Strategy
• Own the strategic connection between upper-funnel brand awareness activations and meaningful downstream demand generation. Partner with the IDC (Integrated Demand Center) to architect strategies that bridge brand campaigns to lower-funnel demand activities.
• Lead development and execution of brand campaigns that connect awareness to measurable demand generation outcomes in support of the IDC
• Define the measurement framework for brand-to-demand attribution, working with research and analytics teams to establish success criteria
• Build and maintain strong partnerships across the demand generation ecosystem including Product Marketing, Sales, Field Marketing, and Account-Based Marketing
• Evaluate and prioritize retargeting opportunities based on business impact, customer journey insights, and cost/ROI analysis
• Lead the development of demand level creative in support of Brand level creative activations
• Disruptive Marketing Innovation Program
• Lead a net-new program vertical focused on creative, disruptive marketing ideas to break through in the saturated AI market. Identify and activate spike moments throughout the year that capture cultural attention and position AWS as the undisputed technology leader.
• Develop and own a rolling annual calendar of high-impact, stunt-based marketing activations that generate outsized earned media and cultural conversation
• Partner with PR to identify earned media opportunities and develop integrated strategies that amplify paid activations through organic channels
• Collaborate with the Events team to design experiential marketing moments that generate social buzz and media coverage
• Pioneer unconventional marketing approaches that challenge category norms and establish AWS as a culturally relevant, innovative brand
• Build business cases for investment in experimental marketing tactics, establishing success criteria and measurement methodologies

A day in the life:

• Manage the full lifecycle of complex marketing initiatives — from strategic definition through execution, measurement, and optimization
• Drive business evaluation and prioritization within your disciplines, working with D:SE, Customer Research, Sales, Field Leaders, Account-Based Marketing, Legal, PR, and Senior Leaders
• Own goal setting, operational planning, and post-campaign analysis across all three verticals
• Contribute to cadenced reporting and narratives (MBR, QBR, PR/FAQ) and present effectively to senior leaders up to Director level
• Negotiate resources, influence partner team roadmaps and goals, and may influence investment priorities
• Act as day-to-day manager for applicable Campaign Project Managers (CPMs) within your areas of focus