Position Description
The Global Advertising Lead owns Amazon advertising strategy, execution standards, and performance outcomes across US, CA, UK, EU, and AU. The role is accountable for building a scalable, repeatable global operating model for Amazon Ads (SP/SB/SD/DSP where applicable), ensuring spend is efficient, growth is profitable, and advertising is fully aligned to retail fundamentals (availability, pricing, content, promo plan, and selection).
This is a player/coach role: strategic direction + hands on oversight + partner management (AVS + agencies) + internal stakeholder leadership.
Key Responsibilities
Global Amazon Ads Strategy & Standards
- Own the global Amazon advertising playbook: campaign structure, segmentation, targeting strategy, bidding logic, placement strategy, and testing framework by market
- Set category-level and market-level budgets, guardrails, and performance targets (ACOS/TACOS/ROAS, CVR, CPC, share of voice where measurable)
- Define the global measurement model including incrementality assumptions, halo effects, and attribution limitations
Execution Leadership (SP / SB / SD + DSP where relevant)
- Lead day to day performance management across:
- Sponsored Products (harvesting, exact/phrase/broad strategy, product targeting)
- Sponsored Brands (brand defense, category conquest, store routing, video)
- Sponsored Display (retargeting, views remarketing, competitor/product targeting)
- DSP (where used): audience strategy, remarketing, prospecting, and upper funnel contribution
- Ensure creative and store experiences are optimized: Store pathing, SB video pipelines, and landing page relevance
Keyword & Targeting Ownership (Amazon SEO + Paid Integration)
- Own keyword strategy for paid across markets; collaborate with category growth lead to drive:
- Retail readiness (titles, bullets, backend terms, A+ where applicable)
- Product positioning and category taxonomy
- Build a global “keyword universe” and localisation rules (UK vs EU language nuance, US vs CA differences, etc.)
Launch, Promo, and Peak Event Readiness
- Own the Amazon Ads component of:
- New product launches (ramp plans, ranking strategy, budget phasing)
- Peak events (Prime Day, Black Friday/Cyber Monday, seasonal peaks)
- Deal periods (promo routing strategy, incremental budget logic, guardrails)
- Partner closely with internal teams to scale ads alongside stock, price and content.
Budget Governance & Forecasting
- Manage multi market budgets with weekly pacing and monthly reforecast
- Build a “spend → outcome” narrative by market and category:
- What drove change (CPC, CVR, organic rank, price, availability, competitive shifts.
- Drive efficiency improvements through portfolio management (deprioritise low contribution SKUs, focus on hero items)
Analytics, Reporting & Insight Engine
- Build performance reporting that is:
- market comparable
- actionable (clear “do next” recommendations)
- trusted by finance and leadership
- Use Amazon tools and data sources as appropriate (e.g., campaign reporting, Brand Metrics/brand share signals where available, AMC if DSP is utilised, etc.)
AVS Leadership & Cross Functional Influence
- Own the relationship rhythm with Amazon Vendor Services (AVS):
- Agenda setting, opportunity pipeline, blockers list, escalation paths
- Convert AVS recommendations into execution plans with owners, dates, expected impact, and measurement
Agency & Partner Management (When Used)
- Define what stays in house vs outsourced
- Hold agencies to:
- structured weekly outputs
- test logs and learning agendas
- documented and changes and rationale
- clear commercial results (not just activity)
Essential
REQUIRED EXPERIENCE & SKILLS
- 5–8+ years in Amazon advertising / retail media with multi market responsibility
- Deep hands‑on expertise in Sponsored Ads (SP/SB/SD); working knowledge of DSP a plus
- Strong commercial understanding: ACOS vs TACOS, margin impact, and portfolio trade‑offs
- Excellent stakeholder management with ability to influence without direct authority
- Proven ability to build repeatable systems: playbooks, reporting, testing frameworks
Desirable
- Experience on Vendor Central (1P) and/or Seller Central (3P) models
- Experience managing agencies and internal teams simultaneously
- Familiarity with international expansion and localisation challenges across UK/EU/NA/AU
