Sr. Manager, SMB Ads Marketing, Japan/Australia
Amazon · Tokyo, JPN ·
- Seniority
- Senior
- Category
- Marketing
The Senior Manager, JP & Australia SMB Marketing leads the regional marketing team for Amazon Ads' Small and Medium Business (SMB) segment across Japan and Australia. This leader must be fluent in Japanese (native is preferred) and based in Tokyo. This manager owns two critical pillars: 1) Localized go-to-market strategy and execution across both marketplaces — influencing or adapting global programs (lifecycle marketing, promotions, education, events, and mobile channels) to local advertiser needs, and 2) Regional demand generation and full-funnel adoption, driving advertiser activation, depth, and retention across Sponsored Products, Sponsored Brands, Brand Stores, new ad products and Display, Video & Audio (DVA) Ads products.
Rooted in a deep understanding of JP and AU advertiser behaviors, cultural dynamics, and competitive landscapes, this leader acts as the strategic bridge between regional customers and the global SMB Marketing organization—translating local pain points, market maturity signals, and regulatory nuances into regionally resonant marketing strategies that drive long-term growth. By combining local customer insights with global business objectives, this role shapes messaging, influences program prioritization, and ensures marketing efforts align to advertiser success within each marketplace's unique context. It also drives JP/AU-specific programs and initiatives (e.g: partnership with Stores teams, operating JP Ads Marketing social media accounts on Youtube and LINE, partnering with local Ads tool providers etc...).
Success is measured through business impact: advertiser activation, (ASIN and advertiser) GMS weighted participation improvement, CPC growth, partner adoptions and sustained contribution to the global marketing attributed revenue and total Ads revenue.
As the team evolves toward an AI-enabled operating model in 2027, this leader will guide the regional transition from static campaign localization to continuous, data-driven iteration—where Marketing Demand Automation (DMA) anchors personalized advertiser journeys, LINE (Japan) and WhatsApp (Australia) serve as high-engagement mobile demand engines, and marketers shift from hands-on execution to active system stewardship. This includes guiding regional AI strategy, defining local business requirements, interpreting advertiser sentiment across cultures, and continuously calibrating outcomes based on customer satisfaction, engagement, and business impact.
Key job responsibilities
1. Ownership of Regional Business, Go-to-Market Strategy & Localized Demand Generation
- Own JP/AU SSO segment performance across marketing influenced / attributed metrics, through the end-to-end activation of regional advertiser growth levers — acquisition, optimization, growth, and retention — by defining locally relevant problem statements, shaping strategy, and owning performance outcomes across the full advertiser lifecycle.
- Define and execute the JP and AU marketing and demand generation strategy which includes: 1) influencing / adapting global programs (e.g: email, in-portal nudges) to local advertiser behaviors, language, and cultural expectations at scale; 2) leading local initiatives and partnerships.
- In partnership with the global Performance Marketing team and decision science, localize content frameworks, value propositions, and modular messaging that power personalized experiences via Demand Marketing Automation.
- Drive deep dive analysis and continuous experimentation tailored to local market dynamics, regulatory frameworks, and seasonal peaks.
2. Mobile-First Engagement & Regional Channels
- Own the LINE strategy for Japan Ads and WhatsApp strategy for Australia, establishing both as automated, personalized demand generation engines. - Own the 1P (Amazon Ads owned) and 3P (partnership with external experts) education program strategy
- Own Rising Stars program in JP/AU (video series to drive advertiser consideration), as well as paid media and social media channel strategy
- Own regional events strategy including Business Accelerator events (JP) and local Rising Stars adaptations, driving community engagement and advertiser trust.
3. Strategic partnerships
- Lead the regional execution of partner-driven growth programs.
- Drive Stores co-marketing activation through the SSO Hub platform.
4. Strategic Leadership and Team Development
- Lead and develop a high-performing team of 7 marketers distributed across Japan and Australia.
- Serve as the strategic bridge between JP/AU advertisers and the global Ads Marketing organizations, ensuring regional voice informs global program design while maintaining alignment with worldwide priorities.
Rooted in a deep understanding of JP and AU advertiser behaviors, cultural dynamics, and competitive landscapes, this leader acts as the strategic bridge between regional customers and the global SMB Marketing organization—translating local pain points, market maturity signals, and regulatory nuances into regionally resonant marketing strategies that drive long-term growth. By combining local customer insights with global business objectives, this role shapes messaging, influences program prioritization, and ensures marketing efforts align to advertiser success within each marketplace's unique context. It also drives JP/AU-specific programs and initiatives (e.g: partnership with Stores teams, operating JP Ads Marketing social media accounts on Youtube and LINE, partnering with local Ads tool providers etc...).
Success is measured through business impact: advertiser activation, (ASIN and advertiser) GMS weighted participation improvement, CPC growth, partner adoptions and sustained contribution to the global marketing attributed revenue and total Ads revenue.
As the team evolves toward an AI-enabled operating model in 2027, this leader will guide the regional transition from static campaign localization to continuous, data-driven iteration—where Marketing Demand Automation (DMA) anchors personalized advertiser journeys, LINE (Japan) and WhatsApp (Australia) serve as high-engagement mobile demand engines, and marketers shift from hands-on execution to active system stewardship. This includes guiding regional AI strategy, defining local business requirements, interpreting advertiser sentiment across cultures, and continuously calibrating outcomes based on customer satisfaction, engagement, and business impact.
Key job responsibilities
1. Ownership of Regional Business, Go-to-Market Strategy & Localized Demand Generation
- Own JP/AU SSO segment performance across marketing influenced / attributed metrics, through the end-to-end activation of regional advertiser growth levers — acquisition, optimization, growth, and retention — by defining locally relevant problem statements, shaping strategy, and owning performance outcomes across the full advertiser lifecycle.
- Define and execute the JP and AU marketing and demand generation strategy which includes: 1) influencing / adapting global programs (e.g: email, in-portal nudges) to local advertiser behaviors, language, and cultural expectations at scale; 2) leading local initiatives and partnerships.
- In partnership with the global Performance Marketing team and decision science, localize content frameworks, value propositions, and modular messaging that power personalized experiences via Demand Marketing Automation.
- Drive deep dive analysis and continuous experimentation tailored to local market dynamics, regulatory frameworks, and seasonal peaks.
2. Mobile-First Engagement & Regional Channels
- Own the LINE strategy for Japan Ads and WhatsApp strategy for Australia, establishing both as automated, personalized demand generation engines. - Own the 1P (Amazon Ads owned) and 3P (partnership with external experts) education program strategy
- Own Rising Stars program in JP/AU (video series to drive advertiser consideration), as well as paid media and social media channel strategy
- Own regional events strategy including Business Accelerator events (JP) and local Rising Stars adaptations, driving community engagement and advertiser trust.
3. Strategic partnerships
- Lead the regional execution of partner-driven growth programs.
- Drive Stores co-marketing activation through the SSO Hub platform.
4. Strategic Leadership and Team Development
- Lead and develop a high-performing team of 7 marketers distributed across Japan and Australia.
- Serve as the strategic bridge between JP/AU advertisers and the global Ads Marketing organizations, ensuring regional voice informs global program design while maintaining alignment with worldwide priorities.