Brand Marketing Manager, JP Marketing

The JP Marketing Team is seeking a strategic, results-driven, and collaborative Brand Marketing Manager to lead the development and execution of STP (Segmentation, Targeting, Positioning) frameworks, go-to-market (GTM) strategies, and full-funnel marketing campaigns in Japan. This individual will own the end-to-end marketing planning cycle, from audience segmentation and competitive positioning through to campaign execution and performance measurement, ensuring brand initiatives drive both awareness and measurable business impact. The ideal candidate combines strategic thinking with hands-on execution, working cross-functionally with media, creative, category, and retail teams to deliver compelling, culturally resonant campaigns across the full marketing funnel. 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 - Lead the STP process: define market segmentation, evaluate and prioritize target segments, and develop differentiated positioning for each audience. - Develop and own go-to-market (GTM) strategies for brand initiatives, product launches, and tentpole moments — translating STP insights into actionable plans. - Craft positioning statements and USPs grounded in customer research, competitive analysis, and brand strategy. - Map audience segments to the most effective channels and touchpoints based on market opportunity sizing. - Partner with category, retail, and finance stakeholders to integrate GTM plans with business strategies and P&L targets. - Design and execute full-funnel marketing campaigns — from upper-funnel awareness (TV, OOH, video) through mid-funnel consideration (social, content) to lower-funnel conversion (performance media, CRM) — informed by STP insights. - Craft campaign briefs articulating segment profiles, positioning, channel strategy, and success metrics. - Oversee timelines, budgets, and deliverables; manage agencies and creative partners. - Act as central coordination point between strategic planning, media, and creative teams. - Collaborate with research teams to establish KPIs, evaluate effectiveness, and refine segmentation hypotheses. - Partner with global teams to localize campaigns for the Japanese market. - Influence cross-functional teams and senior leaders on priorities and execution. - Use data-driven insights to optimize performance and ROI; monitor trends to identify new segment opportunities.