Global Advertising Lead

POSITION DESCRIPTION

The Global Advertising Lead owns Amazon advertising strategy, execution standards, and performance outcomes across US, CA, UK, EU, and AU. The role is accountable for building a scalable, repeatable global operating model for Amazon Ads (SP/SB/SD/DSP where applicable), ensuring spend is efficient, growth is profitable, and advertising is fully aligned to retail fundamentals (availability, pricing, content, promo plan, and selection).

This is a player/coach role: strategic direction + hands on oversight + partner management (AVS + agencies) + internal stakeholder leadership.

KEY RESPONSIBILITIES 

Global Amazon Ads Strategy & Standards

•    Own the global Amazon advertising playbook: campaign structure, segmentation, targeting strategy, bidding logic, placement strategy, and testing framework by market
•    Set category-level and market-level budgets, guardrails, and performance targets (ACOS/TACOS/ROAS, CVR, CPC, share of voice where measurable)
•    Define the global measurement model including incrementality assumptions, halo effects, and attribution limitations

Execution Leadership (SP / SB / SD + DSP where relevant)
•    Lead day to day performance management across:

      o    Sponsored Products (harvesting, exact/phrase/broad strategy, product targeting)
      o    Sponsored Brands (brand defense, category conquest, store routing, video)
      o    Sponsored Display (retargeting, views remarketing, competitor/product targeting)
      o    DSP (where used): audience strategy, remarketing, prospecting, and upper funnel contribution

•    Ensure creative and store experiences are optimized: Store pathing, SB video pipelines, and landing page relevance

Keyword & Targeting Ownership (Amazon SEO + Paid Integration)
•    Own keyword strategy for paid across markets; collaborate with category growth lead to drive: 
      o    Retail readiness (titles, bullets, backend terms, A+ where applicable)
      o    Product positioning and category taxonomy
•    Build a global “keyword universe” and localisation rules (UK vs EU language nuance, US vs CA differences, etc.)

Launch, Promo, and Peak Event Readiness
•    Own the Amazon Ads component of: 
      o    New product launches (ramp plans, ranking strategy, budget phasing)
      o    Peak events (Prime Day, Black Friday/Cyber Monday, seasonal peaks)
      o    Deal periods (promo routing strategy, incremental budget logic, guardrails)
•    Partner closely with internal teams to scale ads alongside stock, price and content.

Budget Governance & Forecasting
•    Manage multi market budgets with weekly pacing and monthly reforecast
•    Build a “spend → outcome” narrative by market and category:
      o    What drove change (CPC, CVR, organic rank, price, availability, competitive shifts.
•    Drive efficiency improvements through portfolio management (de prioritise low contribution SKUs, focus on hero items)

Analytics, Reporting & Insight Engine
•    Build performance reporting that is: 
      o    market comparable
      o    actionable (clear “do next” recommendations)
      o    trusted by finance and leadership
•    Use Amazon tools and data sources as appropriate (e.g., campaign reporting, Brand Metrics/brand share signals where available, AMC if DSP is utilised, etc.)

AVS Leadership & Cross Functional Influence

•    Own the relationship rhythm with Amazon Vendor Services (AVS): 

      o    Agenda setting, opportunity pipeline, blockers list, escalation paths

•    Convert AVS recommendations into execution plans with owners, dates, expected impact, and measurement

Agency & Partner Management (When Used)

•    Define what stays in house vs outsourced

•    Hold agencies to: 

      o    structured weekly outputs
      o    test logs and learning agendas
      o    documented and changes and rationale
      o    clear commercial results (not just activity)

REQUIRED EXPERIENCE & SKILLS

Essential
•    5–8+ years in Amazon advertising / retail media with multi market responsibility
•    Deep hands-on expertise in Sponsored Ads (SP/SB/SD); working knowledge of DSP a plus
•    Strong commercial understanding: ACOS vs TACOS, margin impact, and portfolio trade-offs
•    Excellent stakeholder management with ability to influence without direct authority
•    Proven ability to build repeatable systems: playbooks, reporting, testing frameworks

Desirable
•    Experience on Vendor Central (1P) and/or Seller Central (3P) models
•    Experience managing agencies and internal teams simultaneously
•    Familiarity with international expansion and localisation challenges across UK/EU/NA/AU