Amazon Paid Media & Growth Strategist

Position Overview

We are seeking an experienced Amazon Paid Media & Growth Manager to lead paid media strategy, customer acquisition, and performance growth across a large portfolio of brands on Amazon.

This is not a traditional PPC campaign management role. Our campaigns are supported by an external advertising partner responsible for day-to-day campaign execution and optimization. This role will sit above campaign execution, using advertising, organic, competitive, and profitability data to determine where we should invest, where we should scale, where we should pull back, and where the greatest opportunities exist to acquire new customers and grow market share.

The ideal candidate combines deep Amazon advertising expertise with a broader growth marketing and customer acquisition mindset. This person should be able to turn complex performance data into actionable growth strategies and work cross-functionally with our analytics, brand, organic, content, and external advertising teams.

Key Responsibilities

Growth & Customer Acquisition Strategy

· Own the strategic direction of Amazon paid media with a primary focus on profitable customer acquisition, incremental growth, and market-share expansion.

· Identify opportunities to acquire new customers through non-branded, category, competitor, and discovery-focused advertising strategies.

· Evaluate where advertising is generating incremental business versus where spend may be subsidizing sales that would have occurred organically.

· Develop strategies for conquesting competitors, entering new keyword markets, defending market share, and accelerating priority products.

· Build paid media strategies for new product launches, hero products, seasonal opportunities, and high-velocity events including Prime events and Black Friday/Cyber Monday.

· Evaluate the customer journey and determine how paid media can support awareness, consideration, conversion, and repeat purchase.

Amazon Advertising Strategy

· Analyze performance across Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display, and other relevant Amazon advertising opportunities.

· Evaluate performance using TACOS, ACOS, ROAS, CTR, CVR, CPC, organic rank, impression share, profitability, and customer acquisition metrics rather than optimizing toward a single advertising KPI.

· Identify opportunities to increase investment, reduce inefficient spend, test new strategies, and improve overall advertising efficiency.

· Analyze branded versus non-branded performance and determine the appropriate investment strategy for each.

· Evaluate keyword-level and ASIN-level performance to identify areas of opportunity and diminishing returns.

· Partner on DSP strategy and evaluate opportunities for upper-funnel and retargeting investment.

Organic + Paid Growth

· Work closely with the Marketplace/Brand and Analytics teams to understand how advertising impacts organic visibility and total business performance.

· Evaluate relationships between paid search activity, organic ranking, conversion, traffic, and total sales.

· Identify products where the primary issue is discoverability versus conversion and recommend the appropriate growth strategy.

· Use search-volume, keyword-ranking, competitive, and category data to identify whitespace opportunities.

· Ensure advertising strategy supports broader brand and marketplace objectives rather than operating independently from organic strategy.

Agency Partnership & Strategic Oversight

· Serve as the primary strategic counterpart to our external Amazon advertising partner.

· Review agency recommendations and performance and determine whether strategies align with company growth and profitability objectives.

· Challenge recommendations when appropriate and bring additional opportunities to the agency based on internal analytics and business priorities.

· Translate internal findings into clear advertising initiatives for agency execution.

· Establish testing strategies, success criteria, and measurement plans before significant investments are made.

· Hold external partners accountable for performance, execution, and agreed-upon strategic initiatives.




Analytics & Performance Insights

· Analyze advertising performance alongside total sales, profitability, organic performance, inventory, pricing, promotions, and competitive activity.

· Identify the “why” behind performance changes, not simply report what happened.

· Develop actionable recommendations from large datasets and communicate findings clearly to leadership.

· Conduct competitive advertising and keyword analyses to identify areas where competitors are gaining or losing share.

· Partner closely with internal analytics resources to identify trends and build growth opportunities.

· Create regular performance reporting that focuses on business outcomes, opportunities, risks, and recommended actions rather than campaign-level activity alone.

Cross-Functional Leadership

· Partner with Marketplace, Analytics, Content/SEO, Affiliate, Operations, and Brand teams to create integrated growth strategies.

· Provide paid-media insights that can influence PDP optimization, SEO strategy, promotions, pricing, inventory planning, and product launches.

· Collaborate with organic marketplace teams to ensure paid and organic strategies reinforce one another.

· Communicate priorities and recommendations clearly to internal stakeholders and executive leadership.

Qualifications

· 4–6+ years of Amazon advertising or Amazon growth marketing experience, preferably managing significant advertising budgets or multiple brands/categories.

· Deep understanding of Amazon Sponsored Products, Sponsored Brands, Sponsored Display, and the Amazon advertising ecosystem.

· Demonstrated experience developing advertising strategy, not solely executing or optimizing campaigns.

· Strong understanding of customer acquisition, incremental growth, market share, competitive conquesting, and full-funnel marketing.

· Advanced understanding of TACOS, ACOS, ROAS, CPC, CTR, CVR, organic ranking, impression share, and profitability.

· Ability to analyze advertising performance in the context of total Amazon business performance.

· Experience working with or overseeing an Amazon advertising agency or external campaign-management partner strongly preferred.

· Strong analytical skills with advanced Excel/Google Sheets capabilities.

· Experience with Amazon analytics and research platforms such as Seller Central, Vendor Central, Helium 10, Data Dive, SmartScout, Keepa, or similar tools.

· Strong communication skills with the ability to turn complex data into concise recommendations for both internal teams and senior leadership.

· Experience managing a multi-brand or large-ASIN portfolio strongly preferred.