OverviewThe General Manager, Amazon owns the end-to-end P&L, strategy, and execution for the Amazon business (FBA and FBM). This leader will leverage deep consumer, category, and marketplace knowledge to drive sustainable revenue and profit growth. The role requires strong cross-functional partnership across Marketing, Inventory and Finance to deliver channel objectives within a matrixed organization.
Responsibilities Strategy & P&L Ownership- Develop and execute a comprehensive Amazon marketplace strategy
- Own channel-level P&L performance, with accountability for revenue and contribution profit targets, coordinating closely with Inventory, Supply Chain, and Finance on demand planning, pricing, promotion, and margin mix decisions.
- Set channel guardrails for pricing, MAP, and catalog architecture to prevent cannibalization and unauthorized seller issues.
- Work cross-functionally with Supply Chain to uncover and execute logistics optimization opportunities.
Sales, Merchandising & Content- Identify growth opportunities through shopper insights, trend analysis, competitive benchmarking, and performance analytics.
- Lead product assortment planning, launch timelines, and merchandising strategy.
- Oversee item setup, A+ content, brand store optimization, imagery, SEO, and video assets.
- Define and maintain Amazon Marketing Cloud (AMC) reporting requirements.
- Drive SKU prioritization to maximize sales velocity and profitability.
Marketing & Advertising Ownership- Own the strategy and day-to-day management of the channel's advertising program.
- Accountable for driving revenue growth and achieving TACoS targets through efficient media investment.
- Serve as the point person for Sponsored Products, Sponsored Brands, and DSP, ensuring alignment with overall channel and brand objectives.
- Collaborate with broader Marketing partners as needed on brand campaigns, creative development, and non-Amazon media initiatives.
Pricing, Compliance & Brand Protection- Enforce MAP policy and collaborate with Legal/Compliance on unauthorized seller mitigation.
- Monitor and maintain Buy Box ownership strategies.
- Ensure full compliance with Amazon policies (claims, category requirements, content, safety).
- Manage Amazon Retail negotiations (1P) or optimize 3P operations, fee structures, and platform tools.
Analytics & Reporting- Build and maintain KPI dashboards and weekly business review routines.
- Use data to diagnose performance drivers (search rank, PDP quality, ad overlap, inventory health) and prioritize initiatives.
- Partner with Finance on forecasting, budgeting, accruals, and scenario planning.
Leadership & Collaboration- Build, lead, and develop a high-performing marketplace team and external agency network.
- Drive alignment with Brand, DTC, Sales, Operations, and Executive teams.
- Communicate clear priorities, trade-offs, and business implications to leadership.
Qualifications- 7-10+ years of eCommerce experience, including 5+ years managing Amazon (FBA and FBM) at scale.
- Demonstrated P&L ownership with a record of delivering revenue and profitability goals.
- Strong understanding of Amazon's algorithms, policies, and best practices.
- Advanced analytical capabilities; strong proficiency in Excel/Sheets and marketplace analytics.
- Experience leading cross-functional teams and agency partners.
- Excellent executive communication skills.
- Category experience in Health, Wellness, or Beauty preferred.
- Familiarity with tools such as Amazon Marketing Cloud, Vendor Central/Seller Central, and relevant adtech/marketplace analytics platforms.
