Sr Multicultural Brand Planner, Cross Channel Marketing (XCM)

Job summaryThe Global Brand Strategy team within Amazon’s cross-channel, cross-category marketing (XCM) organization is looking for a dynamic, multifaceted brand builder to join as a Senior Brand Planner, focusing on multicultural segments. A comprehensive yet incisive thinker, this individual will be responsible for creating and clarifying audience insights and brand inputs to brand architecture, brand identity and campaign development to positively shift perceptions, influence desired customer behaviors and grow our business. The Senior Multicultural Brand Planner works closely with partners across Diversity Marketing and Communicaitons, Campaign Management, Creative, Media and Insights as well as with brand & business stakeholders in other parts of Amazon, agencies and external companies. This individual thrives in complex and fast-paced environments and is preternaturally gifted at finding a true, distinctive, and compellingly clear strategic narrative in the most complicated business and consumer challenges. Key job responsibilities• Drives messaging strategy for mainstream, multicultural and targeted campaigns for multicultural segments. • Co-author recommendations to inform our communications related to diverse and multicultural consumers, employees and their communities. • Partner with Campaign Management to write single-channel & cross-channel creative briefs.• Work with creative teams – internal partners and / or external agencies – to inspire new ideas, ensure strategic alignment, and provide a clear connection between those ideas and how they uniquely deliver on the brief. • Work with Insights team to design customer research and assess campaign & program performance. • For multi-country programs, collaborate with partners across locales to share learning, identify insights, shape strategies and design & execute campaigns A day in the life• Dive deep into quantitative data around business, customer perceptions and behavior and translate it into clear, actionable insights.• Bring multicultural segment insights to life in relevant ways across a diverse range of brands and businesses. (Black, Hispanic/ Latino/a/x, Indigenous, LGBTQIA+)• Provide thoughtful, incisive and sometimes subtle analysis of qualitative data.• Find compelling narratives around our brands and their customers that capture the attention and imaginations of internal stakeholders and external consumers. About the teamThe Brand Planning Team is a group of brand experts inside XCM (Cross Channel Marketing) focused on finding customer insights and using them to better define our brands and communicate their value in customers’ lives. We work with a range of stakeholders inside and outside XCM to build focused mental models and briefs that inspire breakthrough design and campaigns. We start with our customers and their lived experiences, working backwards to ensure that our brands and communications are presented as true, distinctive, and motivating by developing frameworks and briefs that are clear, compelling, and insightful.