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Description

We are looking for a driven, analytically rigorous Paid Acquisition Senior Marketing Manager to own and scale our paid marketing efforts across both performance and awareness channels. Paid Search (SEM) remains the primary engine of this role, but you will also take ownership of paid awareness channels — including paid social, 3P publications, event coordination- designed to drive top-of-funnel traffic and brand consideration. This is a high-impact, highly visible role sitting at the intersection of data, creativity, and technology, directly influencing Amazon Relay’s full-funnel growth strategy.
The ideal candidate brings a performance-first mindset and is equally comfortable steering paid search campaigns and launching paid awareness initiatives. You will manage a multi-million dollar marketing budget spanning SEM and awareness channels and will be directly accountable for both top-of-funnel traffic volume and brand reach KPIs.


Key job responsibilities
SEM Strategy & Campaign Management
• Own end-to-end strategy, execution, and optimization of paid search campaigns across Google Ads and Microsoft Ads, covering Search, Performance Max, and DSA campaign types.
• Lead keyword research, match-type strategy, negative keyword governance, and ongoing search term analysis to maximize relevance and minimize wasted spend.
• Develop and test ad copy, extensions, and landing page strategies using a structured A/B testing framework to continuously improve Quality Score, CTR, and conversion rates.
• Maintain rigorous campaign architecture — ad groups, campaign hierarchy, and bidding strategies (tROAS, tCPA, Maximize Conversions) — ensuring scalability as budgets and markets grow.
• Manage and optimize a multi-million dollar annual SEM budget, allocating spend across campaigns to hit efficiency targets while scaling acquisition volume.
Paid Awareness Channel Management
• Plan, execute, and optimize paid awareness campaigns across programmatic display, paid social (Meta, LinkedIn, TikTok), online video (YouTube), and 3P industry publications/ events to drive top-of-funnel reach and brand consideration among target carrier audiences.
• Define and track awareness-stage KPIs including reach, frequency, video completion rate (VCR), brand lift, share of voice, clearly separating them from lower-funnel SEM metrics.
• Collaborate with Creative and Product Marketing teams to brief, review, and iterate on awareness ad creative — including display banners, video scripts, and social ad formats — ensuring messaging consistency across all paid touchpoints.
• Analyze the downstream impact of awareness campaigns on SEM performance — including branded search lift, assisted conversions, and overall funnel velocity — to prove awareness ROI and inform future budget allocation between channels.

Top-of-Funnel Performance & Budget Accountability
• Own and be directly accountable for top-of-funnel KPIs including impressions, clicks, CTR, search impression share, new user acquisition volume, and CPC benchmarks.
• Manage budget pacing across monthly and quarterly cycles, delivering accurate spend forecasts and proactively flagging risks or opportunities to senior leadership.
• Partner with Finance and Marketing leadership to build data-backed business cases for budget investment and growth modeling.
• Establish weekly, monthly, and quarterly performance reporting cadences with clear variance analysis and forward-looking recommendations.
Analytics, Insights & Tooling
• Be the hands-on power user of Google Analytics 4 (GA4) — building dashboards, custom reports, funnel analyses, and attribution models to surface actionable SEM insights.
• Leverage Google Auction Insights to monitor competitive positioning, identify share-of-voice shifts, and inform bidding and budget decisions in real time.
• Utilize Google Ads Search Term Reports, Keyword Planner, and Performance Planner to identify growth opportunities and validate strategy pivots.
• Implement and audit UTM tagging, conversion tracking, and Google Tag Manager (GTM) configurations to ensure data integrity across all paid search activity.
• Work with Business Intelligence and Data Science teams to integrate SEM data into broader marketing mix models and multi-touch attribution frameworks.
AEO / SEO Collaboration
• Partner closely with SEO and Answer Engine Optimization (AEO) teams to align paid and organic search strategies, ensuring consistent keyword coverage and avoiding cannibalization.
• Apply understanding of AEO principles — structured data, featured snippets, and AI-generated answer optimization — to inform SEM messaging and landing page strategy.


About the team
The Relay Acquisition Marketing team owns marketing channels used to deploy targeted campaigns that create Relay brand awareness, acquire new carriers, engage existing carriers, and strengthen brand association and loyalty. Their vision is to market Amazon Relay as an industry-leading product with tech advancements and benefits that enable carriers to sustain and grow their business by hauling with Amazon.

Team Scope:
Email Communications — Developing and executing email campaigns via Adobe Marketo, including lifecycle engagement emails, newsletters, and stakeholder-requested communications
Digital Marketing — Running acquisition campaigns across Google, YouTube, Meta, influencer marketing
etc.
Customer Insights & Segmentation — Developing customer personas, segmentation strategies, competitor benchmarking, and industry trend analysis
Measurement & Analytics — Tracking campaign performance, ROI, carrier behavior post-campaign, and building analytics dashboards