Sr. Product Marketing Manager, Onboarding and Early Engagement

This is a Full Time Job

Sr. Product Marketing Manager, Onboarding and Early Engagement, Amazon Music

Amazon Music is an immersive audio entertainment service that deepens connections between fans, artists, and creators. From personalized music playlists to exclusive podcasts, concert livestreams to artist merch, Amazon Music is innovating at some of the most exciting intersections of music and culture. We offer experiences that serve all listeners with our different tiers of service: Prime members get access to all the music in shuffle mode, and top ad-free podcasts, included with their membership; customers can upgrade to Amazon Music Unlimited for unlimited, on-demand access to 100 million songs, including millions in HD, Ultra HD, and spatial audio; and anyone can listen for free by downloading the Amazon Music app or via Alexa-enabled devices. Join us for the opportunity to influence how Amazon Music engages fans, artists, and creators on a global scale. Learn more at
https://www.amazon.com/music.

We are looking for a highly creative, analytical and results-oriented Sr Product Marketing Manager to build cohesive and informative onboarding and early engagement journeys to support marketing and product initiatives for Amazon Music customers across all of our tiers (Free, Prime, and Amazon Music Unlimited). This role will be responsible for driving up key engagement metrics, supporting marketing and product experimentation (A/B testing), and
developing channel based creative for new voice (echo) and visual (mobile app) customers.

This role will be cross-functional, working with other product marketing leads on from the Prime and Free marketing teams and our product counterparts from Amazon Music Growth, DISCO, CPT, CCMP,
Personalization, BIE, and regional marketing teams.

This ideal candidate will have product marketing, program or project management, and stakeholder management skills. You will manage a number of relationships and dependencies across various teams to drive your roadmap.

Key job responsibilities
- Develop a new, personalized engagement strategy for new users accessing Amazon Music (Free/Prime/AMU) through voice upsells, mobile and web apps, and hardware devices within the first 30 days and during initial free-trial periods.
- Partner with the CCMP team and the Outbound & In-app marketing teams to develop the strategic framework for how to communicate with users early in their lifecycle to optimize long term engagement and retention.
- Partner with DISCO and the Product team to understand which features are being heavily used (expected vs not expected) and those not being used as the product team intended in the early stages of a user's lifecycle.
- Identify which features and high value customer actions are the most relevant and impactful indicators for sustained engagement and retention.
- Work with the Growth Team to develop an early use experiment roadmap and learning plans to test and learn how different content and channels perform to drive early engagement.
- Track and measure performance of campaigns, identifying insights and socializing to inform future strategy and testing.
- Identify gaps in first stream/first activation onboarding flows for new users.
- Set the global standard for Free/Prime/AMU Welcome Email series and other onboarding marketing initiatives (IAM, MAI, Outbound).
- Develop and launch personalized landing pages by user acquisition channel, signup type, promo type and product tier to educate users as to how to use the product based on the features available at each tier.
- Collaborate with the Product teams (Growth, CCMP, CPT) to optimize the CX, feature spotlights, deeplinks, tool tips, content types (albums, playlists, podcasts, etc.) and other product features necessary to properly onboard new and returning users to the platform.
- Drive regular reviews of roadmap progress and results with leadership across marketing, finance and subscriptions tech.

Qualifications

- 6 years of professional non-internship marketing experience
- Experience using data and metrics to drive improvements
- Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
- Experience building, executing and scaling cross-functional marketing programs
- Experience leading go-to-market for consumer software or hardware product launches