Content and Engagement Manager, Attraction, Influence & Marketing (AIM)

As a Content and Engagement Manager, this role encompasses developing, activating, and optimizing non-paid strategies that reduce the need for paid marketing while engaging candidates through personalized, relevant communications. In this position, you will demonstrate a detailed understanding of content marketing and candidate engagement, understanding the relationship between content quality and application conversion rates. The role requires a highly analytical mindset as well as creativity to identify content gaps and opportunities. The ideal candidate will have strength in tactical sides of marketing, consistently using data to inform content and engagement decisions, while having great passion to learn to be strategic. In this role, you will be the single point of contact for content and engagement initiatives with a focus on Japan and potentially cover other regions in the future, serving as the bridge between local needs and global stakeholders. At Amazon, you'll work alongside the latest AI and GenAI tools that are increasingly woven into how teams operate: from AI-powered capabilities that accelerate decision-making, to Generative AI that helps you focus on work that truly matters. You'll have opportunities and resources to develop AI fluency at your own pace, with continuous learning built into the culture. Key job responsibilities • Develop, activate, and optimize non-paid marketing strategies such as email, SMS, content marketing, and UI/UX enhancements that reduce dependency on paid channels. Implement best practices from paid channels to enhance organic and referral channel performance. • Manage end-to-end owned channels marketing campaigns, from requirements gathering and design through development, testing, launch, and reporting. • Analyze existing marketing automation workflows to identify and implement optimization opportunities that improve both performance metrics and candidate experience. • Analyze, report on, and optimize against key metrics including click-through rates, open rates, conversions, and engagement using Adobe Analytics and platform-level data to measure effectiveness and identify improvement opportunities. • Recommend and implement iterative A/B testing to continually improve performance through optimized messaging, targeting, and send strategies. • Engage with candidates and drive them to start applications through personalized, relevant communications based on where they are in their job-seeking journey. Create targeted messaging that resonates with different candidate segments. • Identify content gaps between what is available and the ideal content needed to convince job seekers to consider Amazon hourly wage roles and apply. Develop comprehensive content strategies by partnering with the creative team that address these gaps and drive application conversion. • Work with local and global teams to initiate content creation, constantly ensuring content is up-to-date, accurately reflects our product offerings, and serves its purpose. Communicate local market needs effectively to global stakeholders. • Co-lead Japan-specific projects related to content, engagement, and web experience. Manage cross-functional initiatives from conception through implementation in the local market. • Ensure all recruitment content remains current, relevant, and effective. Regularly audit and refresh content based on performance data and market feedback. • Leverage data analysis to measure content effectiveness, identify improvement opportunities, and tell compelling stories that drive stakeholder buy-in. • Prepare reports and presentations that clearly articulate local challenges, proposed solutions, and results to both Japanese and international stakeholders. A day in the life Your day begins by reviewing performance metrics across non-paid channels—specifically analyzing email and SMS campaign data including open rates, click-through rates, and conversion metrics alongside broader