Principal PM, Personalisation, RBS

Amazon.com, Inc. (NASDAQ:AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. Amazon.com, Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Today, we operate retail websites in nine countries, offering millions of products in more than 40 categories worldwide, and we still like to work hard, have fun and make history! Amazon's Retail Business Services (RBS) team is looking for a Principal Program Manager to drive a new investment in **Systems Persona Awareness**—a capability that enables Amazon systems to better understand the personalized needs, context, and intent of individual customers to unlock new conversion opportunities. ## Overview of the role Customer expectations are rapidly shifting toward experiences that understand them as individuals rather than treating every shopping interaction the same. Customers have different needs, preferences, circumstances, and intent—and Amazon has an opportunity to make its systems increasingly aware of those differences. Today, many Amazon systems operate with limited understanding of the customer's broader persona and personalized needs. This creates an opportunity to evolve from generalized customer experiences toward **persona-aware systems that can recognize customer context, anticipate needs, and deliver more relevant experiences.** The Principal Program Manager, Systems Persona Awareness will lead this new investment, defining the strategy and mechanisms required to make Amazon systems more customer-aware and unlock incremental conversion opportunities. This leader will work across product, technology, science, and business teams to translate customer understanding into scalable capabilities and measurable business outcomes. ## Key Responsibilities * Define the long-term strategy and vision for **Systems Persona Awareness**, establishing how Amazon systems can better understand and respond to personalized customer needs. * Identify high-value customer personas, needs, and use cases where greater system awareness can create meaningful improvements in customer experience and conversion. * Develop mechanisms and frameworks to assess how effectively Amazon systems understand customer context, intent, preferences, and needs. * Partner with product, technology, science, and business teams to translate persona insights into scalable customer experiences and measurable conversion opportunities. * Identify gaps in Amazon's existing systems and develop a prioritized roadmap for improving personalization and customer relevance. * Establish mechanisms to measure the impact of persona-aware experiences on customer engagement, satisfaction, and conversion. * Influence senior leadership by translating customer insights, data, and experimentation into clear strategic recommendations and investment decisions. * Drive alignment across multiple organizations and operate effectively in a highly ambiguous, cross-functional environment. * Establish mechanisms that scale persona awareness beyond individual experiences and enable broader adoption across Amazon systems. ## Basic Qualifications * 10+ years of experience in program management, product management, strategy, technology, or a related field. * Proven track record leading complex, cross-functional initiatives and delivering measurable customer or business outcomes. * Experience developing strategies and mechanisms for personalization, customer understanding, or large-scale customer experiences. * Demonstrated ability to operate independently in ambiguity, establish clarity, and influence senior stakeholders without direct authority. * Strong analytical and problem-solving skills, with experience using data and customer insights to drive decisions. * Excellent written and verbal communication skills, with the