Paid Social Media Lead, XCM

Amazon's XCM (Cross Channel, Cross Category Marketing) team is seeking a Paid Social leader to architect and drive strategic excellence across our paid social media campaigns. This role sits at the intersection of innovation, brand marketing, and cultural relevance, requiring an exceptional leader who can transform business objectives into breakthrough paid social strategies. This individual will serve as the primary subject matter expert for paid social media, providing strategic consultation and thought leadership on platform capabilities, emerging trends, and best practices across Amazon's portfolio of brand campaigns. This position offers the unique opportunity to shape how one of the world's most valuable brands shows up across social platforms, while driving measurable business impact through paid media innovation.

The ideal candidate will be a seasoned paid social media expert with deep platform expertise and a proven track record of developing and executing large-scale, brand-driven social campaigns. They must possess a deep understanding of the paid social media ecosystem, including advanced targeting capabilities, creative best practices, and performance optimization techniques across all major platforms (Instagram, Facebook, TikTok, Snap, Pinterest, YouTube, etc.). This candidate must also understand paid media broadly and social's role within cross-channel campaigns. This role requires someone who can navigate complex stakeholder relationships, dive deep to translate customer insights into actionable paid strategies, and identify opportunities to push creative boundaries while maintaining performance standards. The successful candidate should bring sophisticated entertainment and cultural marketing expertise and a proven ability to identify and capitalize on breakthrough cultural moments that resonate with diverse audiences. They must be customer obsessed, data-driven, and thrive in a fast-paced environment where they can influence both strategy and execution across multiple business units.

Key job responsibilities

• Act as the primary paid social SME, providing strategic consultation and guidance across teams to drive campaign excellence and innovation

• Lead the strategy, execution, and optimization of high-impact, culture-driven paid social media campaigns across social platforms in partnership with Entertainment Marketing, Social Content, Brand Planning, Creative, and Activation teams

• Partner with media managers to develop and execute best-in-class paid social campaigns that align with platform-specific best practices

• Spearhead Cultural Momentum strategy, leveraging deep cultural marketing expertise to identify breakthrough moments and guide the broader paid media team in creating culturally resonant campaigns.

• Own paid social media metrics, goals, and KPIs, translating brand and performance data into actionable insights

• Drive paid social testing and learning agenda to continuously improve performance

• Identify and implement innovative paid social opportunities, staying ahead of platform updates and industry trends

• Manage relationships with platform partners and agencies to maximize campaign effectiveness

• Collaborate with cross-functional teams to ensure paid social strategies align with broader marketing objectives

About the team
The central XCM org runs the largest and most performative mass marketing portfolio of investments in Amazon's biggest priority brands and businesses, from Prime Day to Super Bowl. We are a small but mighty team of 200 strategic and creative business leaders who make and deliver our customers most loved marketing campaigns for North America and the world.

Basic Qualifications:
- 8+ years of professional non-internship marketing experience
- Experience building, executing and scaling cross-functional marketing programs
- Experience using data and metrics to drive improvements
- Experience communicating results to senior leadership
- Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
- Experience driving direction and alignment with cross-functional teams
- Demonstrated expertise in paid social platform capabilities, optimization strategies, and measurement

Preferred Qualifications:
- Experience managing teams
- Experience in programmatic advertising
- Knowledge of entertainment marketing and culture-first campaign development
- Cross-channel media experience

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company's reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit for more information. If the country/region you're applying in isn't listed, please contact your Recruiting Partner.

Our compensation reflects the cost of labor across several US geographic markets. The base pay for this position ranges from $112,800/year in our lowest geographic market up to $186,500/year in our highest geographic market. Pay is based on a number of factors including market location and may vary depending on job-related knowledge, skills, and experience. Amazon is a total compensation company. Dependent on the position offered, equity, sign-on payments, and other forms of compensation may be provided as part of a total compensation package, in addition to a full range of medical, financial, and/or other benefits. For more information, please visit This position will remain posted until filled. Applicants should apply via our internal or external career site.

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