Head of Product Marketing and GTM, Amazon Kids+
Amazon
3 days ago
Full-time
On-site
Seattle, Washington, United States
Product Marketing
Kindle E-readers, Fire tablets, and Echo devices are among the bestselling products in the history of Amazon, with a rich legacy of driving customer-focused innovation. Amazon Kids+ is a leading subscription service for children ages 3-12 and their caregivers, available across these devices. Our growth requires leaders who operate both strategically and tactically, think big to drive new opportunities, dive deep in data to uncover customer insights, break down and solve complex problems, and drive operational excellence.
The Amazon Kids+ team is seeking a customer-obsessed Product Marketing and Go-to-Market leader to drive awareness, adoption, and retention of the Kids+ subscription service while collaborating on market strategy across the Amazon Kids device portfolio. This highly cross-functional role requires a proven leader experienced in developing marketing and sales motions for subscription services and scaling them across diverse customer segments, channels, and device platforms.
The ideal candidate will bring deep understanding of subscription business models, digital content marketing, product launch cycles, channel partner ecosystems, and customer lifecycle marketing. They will be responsible for building and executing comprehensive go-to-market strategies for the Kids+ subscription—including content releases and first-party feature launches—while collaborating closely with device marketing leaders, product, engineering, sales, and business development teams to ensure alignment, consistency, and excellence in execution. This is a hands-on role where you will drive marketing strategy across multiple product lines and be at the center of activity, leading multiple teams through your actions and direction.
Key job responsibilities
GTM Strategy & Subscription Growth:
- Define and drive the end-to-end multi-year GTM strategy for Kids+ subscription acquisition, retention, and engagement across all devices and geographies
- Build and maintain detailed GTM playbooks aligned with product roadmaps, customer lifecycle stages, and business objectives
- Drive positioning, messaging, and customer segmentation strategy for the Kids+ subscription and Amazon Kids device portfolio
- Own growth metrics including subscription starts, retention rates, and customer lifetime value, using data-driven insights to optimize marketing investments
Cross-Device Portfolio Marketing:
- Lead integrated marketing strategy across the Amazon Kids device portfolio (Fire Tablets, Echo, Kindle) to drive purchase intent and subscription attachment
- Collaborate with device product marketing teams to align Kids+ value proposition with device positioning and launch plans
- Develop and execute campaigns that showcase the magical cross-device experience of Kids+ content and features
- Lead marketing strategy for Amazon Kids TV (across Fire TV and Prime Video) to drive subscription attachment
About the team
The Amazon Kids+ team builds innovative products and services for children ages 3-12 and their caregivers. We're passionate about creating magical experiences that delight kids and give parents peace of mind. The Amazon Kids team has won prestigious awards including the KAPi award for best hardware and service, and continues to push boundaries in creating revolutionary experiences for parents and kids.
Our team operates across multiple device platforms and geographies, partnering closely with engineering, product, content, and marketing teams to deliver a world-class subscription service. We value customer obsession, data-driven decision making, innovation, and operational excellence. It's still Day 1 for Kids+, and we're looking for leaders who can help us reach more families and build the future of kids' digital experiences.
- 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
- Experience with customer segmentation, profiling, and targeting
- Experience delivering technology products or services in a high growth environment
Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.
Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.
USA, WA, Seattle - 142,800.00 - 193,200.00 USD annually
The Amazon Kids+ team is seeking a customer-obsessed Product Marketing and Go-to-Market leader to drive awareness, adoption, and retention of the Kids+ subscription service while collaborating on market strategy across the Amazon Kids device portfolio. This highly cross-functional role requires a proven leader experienced in developing marketing and sales motions for subscription services and scaling them across diverse customer segments, channels, and device platforms.
The ideal candidate will bring deep understanding of subscription business models, digital content marketing, product launch cycles, channel partner ecosystems, and customer lifecycle marketing. They will be responsible for building and executing comprehensive go-to-market strategies for the Kids+ subscription—including content releases and first-party feature launches—while collaborating closely with device marketing leaders, product, engineering, sales, and business development teams to ensure alignment, consistency, and excellence in execution. This is a hands-on role where you will drive marketing strategy across multiple product lines and be at the center of activity, leading multiple teams through your actions and direction.
Key job responsibilities
GTM Strategy & Subscription Growth:
- Define and drive the end-to-end multi-year GTM strategy for Kids+ subscription acquisition, retention, and engagement across all devices and geographies
- Build and maintain detailed GTM playbooks aligned with product roadmaps, customer lifecycle stages, and business objectives
- Drive positioning, messaging, and customer segmentation strategy for the Kids+ subscription and Amazon Kids device portfolio
- Own growth metrics including subscription starts, retention rates, and customer lifetime value, using data-driven insights to optimize marketing investments
Cross-Device Portfolio Marketing:
- Lead integrated marketing strategy across the Amazon Kids device portfolio (Fire Tablets, Echo, Kindle) to drive purchase intent and subscription attachment
- Collaborate with device product marketing teams to align Kids+ value proposition with device positioning and launch plans
- Develop and execute campaigns that showcase the magical cross-device experience of Kids+ content and features
- Lead marketing strategy for Amazon Kids TV (across Fire TV and Prime Video) to drive subscription attachment
About the team
The Amazon Kids+ team builds innovative products and services for children ages 3-12 and their caregivers. We're passionate about creating magical experiences that delight kids and give parents peace of mind. The Amazon Kids team has won prestigious awards including the KAPi award for best hardware and service, and continues to push boundaries in creating revolutionary experiences for parents and kids.
Our team operates across multiple device platforms and geographies, partnering closely with engineering, product, content, and marketing teams to deliver a world-class subscription service. We value customer obsession, data-driven decision making, innovation, and operational excellence. It's still Day 1 for Kids+, and we're looking for leaders who can help us reach more families and build the future of kids' digital experiences.
- 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
- Experience with customer segmentation, profiling, and targeting
- Experience delivering technology products or services in a high growth environment
Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.
Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.
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, WA, Seattle - 142,800.00 - 193,200.00 USD annually