Amazon Ads is seeking a Principal, Audience Lifecycle Planning Manager to lead one of our most strategically critical functions: understanding our audiences, where they are in their journey with us, and what it takes to move them forward. This role sits at the intersection of strategy and analytics — equal parts opportunity identification, audience intelligence, and touchpoint orchestration.

You will own the end-to-end lifecycle planning framework across two primary audience dimensions: Partners (agencies, tech partners, and holding companies) and Enterprise Advertisers.

This is a high-visibility, high-impact role that requires both the strategic vision to identify where the biggest opportunities lie and the analytical rigor to identify highest value actions and associated touchpoint strategy.

Key job responsibilities
Own the Audience Lifecycle Strategy — Define and maintain lifecycle frameworks for partner and enterprise advertiser audiences, mapping each audience segment across growth stages.

Build and Operationalize a Touchpoint Strategy — Design and orchestrate the optimal mix of touchpoints across three vectors: Amazon Ads → Partner, Amazon Ads → Advertiser, and Partner → Advertiser.

Drive Opportunity Identification Through Analytics — Use data to surface where audiences are stalling, where growth potential is untapped, and where co-investment between Amazon Ads and partners can unlock mutual value. Translate complex data into clear, actionable narratives for senior leadership and cross-functional partners.

Define the Highest-Value Actions (HVAs) — Identify and prioritize the specific actions — across adoption, spend, and capability milestones

Partner Across the Organization — Work cross-functionally to ensure lifecycle insights are embedded into campaign planning, event strategy, co-marketing programs, and partner enablement. Serve as the connective tissue between audience intelligence and go-to-market execution.

Establish Lifecycle Metrics and Reporting — Define the KPIs that measure lifecycle health across audience segments.