Global Head of Amazon Performance Marketing

Global Head of Amazon Performance Marketing

Location: Newcastle upon Tyne, London or Remote - UK

Contract: Permanent

We have an exciting opportunity for a Global Head of Amazon Performance Marketing to join our team!

Amazon is one of the most important product discovery and conversion platforms for our consumers, and this role will be accountable for maximising Tommee Tippee's performance across both paid and organic activity on Amazon globally.

The role will lead our global Amazon performance marketing strategy, with ownership of lower-funnel Amazon media investment and a relentless focus on performance. You will be accountable for driving improvements across TaCOS, ROAS, impressions, paid traffic/GVs, conversion and profitable growth, ensuring investment is continuously optimised towards the categories, products and markets where it can deliver the greatest commercial return.

This is a global leadership role, managing a small central team and providing clear direction and performance leadership to regional marketing teams. You will work closely with Amazon Trading, Brand, Content and regional Marketing teams to ensure paid media, organic visibility and retail execution operate as one connected growth engine.

What you will be doing:

• Own and execute the global Amazon performance marketing and discoverability strategy, bringing together paid media, organic search, content and retail fundamentals into one integrated approach.
• Own the global lower-funnel Amazon media budget, ensuring investment is allocated dynamically across markets, categories, products and campaigns to maximise profitable growth and commercial return.
• Lead our Amazon paid media strategy across Sponsored Products, Sponsored Brands, Sponsored Display and other relevant Amazon Advertising solutions, with clear accountability for performance and continuous optimisation.
• Establish a rigorous performance management framework across Amazon media, with particular focus on TaCOS, ROAS, impressions, paid GVs/traffic, CTR, conversion and incremental sales, translating performance into clear actions and investment decisions.
• Continuously challenge campaign structures, bidding, targeting, keyword strategy, budgets and agency execution to improve media efficiency and ensure investment is working as hard as possible.
• Lead annual, quarterly and in-year lower-funnel media planning, proactively reallocating spend based on performance, commercial priorities, availability, promotional events and emerging growth opportunities.
• Influence mid and upper-funnel media strategy and investment, partnering with Brand and regional Marketing teams to ensure activity across the funnel works together to build demand, strengthen category authority and ultimately convert on Amazon.
• Own Amazon SEO and organic discoverability globally, developing a clear keyword and search strategy across categories and markets to improve organic rankings, share of search and traffic.
• Own the continuous optimisation of our Amazon digital shelf, ensuring detail pages are best-in-class across titles, bullets, imagery, video, A+ Content, Brand Stores, keywords and other relevant Amazon content formats.
• Establish a disciplined global "walk the store" programme, regularly reviewing the Amazon customer experience across priority markets and categories to identify gaps in content, discoverability, availability, competitive positioning and conversion.
• Develop a comprehensive understanding of how consumers search and shop our categories, identifying keyword gaps, emerging search trends, competitor activity and opportunities for Tommee Tippee to increase visibility and conversion.
• Develop an integrated approach to paid and organic search, using paid media insight to strengthen organic performance while increasing organic visibility to reduce reliance on paid traffic over time.
• Partner closely with Amazon Trading teams to connect media and discoverability with commercial performance, ensuring investment and content priorities support availability, promotional calendars, NPD launches, category growth plans and revenue targets.
• Build clear global standards for Amazon media, search and content execution, ensuring consistency across markets while allowing regional teams to optimise for local consumer behaviour and commercial opportunities.
• Lead, coach and develop a high-performing central team, setting clear objectives, performance expectations and development plans.
• Provide functional leadership and direction to regional Marketing Managers, establishing clear priorities, operating mechanisms and performance expectations across Amazon lower-funnel activity globally.
• Lead agency and technology partners with clear accountability for execution and measurable return on investment, challenging performance where required and ensuring partners operate as an extension of the internal team.
• Build reporting and insight that clearly demonstrates where we are winning and losing across paid and organic performance, turning complex media, search and retail data into clear commercial recommendations.
• Lead regular global performance reviews, identifying underperformance early, establishing corrective actions and ensuring teams and stakeholders follow through against agreed commitments.
• Proactively identify barriers to growth and drive resolution across Brand, Content, Commercial, Finance, agencies and regional teams, constructively challenging stakeholders and escalating where necessary to maintain pace and performance.
• Lead our approach to Amazon AI-led discovery, understanding how Amazon's evolving shopping and recommendation experiences surface products and ensuring Tommee Tippee content is structured and optimised to maximise visibility.
• Stay at the forefront of developments in Amazon Advertising, retail media, ecommerce SEO, AI-led search and digital shelf optimisation, bringing external best practice into the organisation.

What skills and experiences you’ll need to ace this job:

• A proven track record in performance marketing, ecommerce or retail media, ideally within Amazon, a major ecommerce environment or a leading consumer brand.
• Deep experience of Amazon Advertising / AMS, with a detailed understanding of Sponsored Products, Sponsored Brands, Sponsored Display, campaign structures, bidding, targeting and optimisation.
• Strong commercial understanding of performance marketing metrics including TaCOS, ROAS, impressions, traffic/GVs, CTR, conversion and incremental sales, with evidence of using these metrics to make investment decisions.
• Experience owning and optimising significant performance marketing budgets, including allocation of investment across markets, categories and campaigns.
• Strong understanding of Amazon SEO, organic ranking, content optimisation and digital shelf performance.
• Experience developing keyword and search strategies using consumer search behaviour, competitive intelligence and performance data.
• Strong understanding of how paid media, organic visibility, content, availability, price, ratings/reviews and conversion interact to drive Amazon performance.
• Experience establishing and operating structured digital shelf or "walk the store" processes to continuously improve ecommerce execution.
• Excellent analytical skills, with the ability to translate large and complex datasets into clear commercial actions and investment decisions.
• Strong commercial awareness and an understanding that media and discoverability must ultimately translate into profitable growth, market share and improved contribution.
• Experience working with Amazon analytics, advertising and/or digital shelf tools and using them to diagnose performance and identify growth opportunities.
• Proven people leadership experience, with the ability to lead and develop a high-performing team while providing functional leadership across regional or matrixed teams.
• Exceptional stakeholder-management and influencing skills, with the confidence to challenge senior stakeholders, push through organisational barriers and drive decisions across Brand, Content, Commercial, Finance and regional Marketing teams.
• A proactive, action-orientated mindset. You will be comfortable identifying what needs to change, building the case for action and driving it through to execution rather than waiting for direction.
• Comfortable operating in a fast-paced global environment with high levels of accountability, balancing strategic leadership with hands‑on performance management.
• Experience managing agencies and external partners against clearly defined commercial and performance objectives.
• Strong communication skills, with the ability to simplify complex performance data and clearly articulate what is happening, why it matters and what action needs to be taken.

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