As a Senior Product Marketing Manager, you will lead go-to-market strategy and planning for Amazon's first-party Alexa devices. You'll independently define and execute comprehensive marketing strategies - from customer insights and competitive positioning through launch execution and post-launch optimization - operating with limited guidance in a fast-moving, ambiguous environment.
Key job responsibilities
- Go-to-Market Strategy - Define and own end-to-end GTM plans including targeting, positioning, messaging, promotions, channel strategy, and launch sequencing for Alexa 1P devices.
- Customer & Market Insights - Conduct competitive analysis and customer needs assessments to identify business opportunities, inform product roadmaps, and shape marketing objectives aligned to overall business strategy.
- Execution & Measurement - Develop, execute, and steward GTM initiatives with clear objectives and success criteria. Measure impact on customer experience (awareness, adoption, brand perception) and business outcomes (sales, retention, market penetration).
- Cross-Functional Leadership - Negotiate resources and influence partner team roadmaps across product, sales, marketing, and creative teams. Align internal and external stakeholders toward shared goals.
- Strategic Planning - Contribute to and may own cadenced business reporting and narratives (MBR, QBR, PR/FAQ, OP1/OP2). Present strategy and results effectively to Director+ leadership.
- Risk Management & Problem Solving - Anticipate risks, remove blockers, build contingency plans, and make tradeoffs between short-term and long-term needs in a rapidly evolving product landscape.
- Process Improvement - Identify gaps between teams and processes; streamline or eliminate inefficiencies, holding partner teams accountable.
A day in the life
As a GTM leader in Alexa 1P Devices & Marketing, you might start your morning reviewing overnight sales data and customer feedback on in-market devices to spot trends that will inform positioning for an upcoming hardware launch - then pivot to a competitive intelligence brief your team flagged, drafting a positioning memo that sharpens your differentiation story against a rival's new announcement. By mid-morning, you're in a cross-functional sync with product, engineering, and design, aligning on feature readiness and street date, asking pointed questions about what's on track and what's at risk, and making the case that early alignment on messaging prevents costly rework downstream. Over lunch, you grab coffee with a teammate you're mentoring, walking them through how you structure a GTM narrative from customer insight to business objective to channel plan. Your afternoon is focused writing time - building the go-to-market strategy document that defines the target customer, articulates the value proposition, maps the channel mix across online, offline, and international, and lays out the measurement framework that will tell you whether you've won, all substantiated with data from customer research, category trends, and prior launches. Late in the day, you present a draft GTM plan to your Director, walking through your strategic choices and the tradeoffs you've made - timing versus readiness, breadth versus depth of launch - and leave with clear alignment and a short list of open questions to resolve with partner teams. Before you sign off, you update your stakeholder tracker, preview what's coming for the sales team, and review a creative concept from your agency partner, flagging what's working and what needs to better reflect the customer insight you uncovered last week.
About the team
The Alexa 1P Devices & Marketing Go-to-Market team is responsible for bringing Amazon's first-party hardware to customers worldwide. We own the go-to-market strategy and execution for new device launches across the Echo, smart home, and Alexa portfolio - from early positioning and messaging through channel planning, launch execution, and the first 90 days in market. We work at the intersection of product, marketing, sales, and creative to translate complex technology into compelling customer stories that drive awareness, adoption, and love for Alexa-enabled devices. Our team operates with a bias for action in a fast-moving, ambiguous environment, defining strategy where none exists and influencing cross-functional roadmaps to deliver the best possible customer experience at launch and beyond.
BASIC QUALIFICATIONS
- 6+ years of professional non-internship marketing experience
- Experience using data and metrics to drive improvements
- Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
- Experience building, executing and scaling cross-functional marketing programs
- Experience leading go-to-market for consumer software or hardware product launches
PREFERRED QUALIFICATIONS
- Experience using any of SQL or other analytical tools for conducting data analysis
- Experience with customer segmentation, profiling, and targeting
The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.
USA, CA, San Francisco - 157,100.00 - 212,600.00 USD annually
USA, WA, Seattle - 142,800.00 - 193,200.00 USD annually
