Senior Creator Marketing Manager , Amazon Games - Luna

Amazon Luna is a cloud gaming service that makes it easy for anyone to play high-quality games on the devices they already own-including Fire TV and tablet devices, smartphones, tablets, web browsers, select smart televisions from LG and Samsung, and more--with no need to purchase new gaming consoles or equipment. Luna brings more than 50 games to Prime members at no additional cost, including GameNight, an evolving collection of more than 25 approachable, local multiplayer games designed to bring friends and family together in the living room. To play GameNight titles, simply scan a QR code on your TV and your smartphone becomes your controller. With simple and responsive touchscreen inputs and support for multiple local players, GameNight offers and easy and approachable way to play whether you're an experienced gamer of a casual fan.

Amazon Luna Games is hiring a Creator Marketing Manager to lead the strategy, planning, execution and management for creator marketing initiatives for Amazon Gaming as well as developing always-on creator programs, making sure we shift the mental model from one-off, transactional paid executions to long-lasting, relationship-based creative co-creation.

The goal is to foster creator partnerships that enhance brand awareness, visibility and engagement while maintaining alignment with overall business objectives both in the US and globally. This position will play a crucial role in developing data-driven insights to drive creator growth, brand awareness and excitement for Amazon Gaming.

Reporting to the Head of Social and Creators Lead, the Senior Creator Marketing Manager will be a strategic and executional thought-partner to define and drive the creators strategy across our portfolio of games, services, and brands, contributing to a world-class creator presence on both owned (Luna's social handles) and earned (third-party channels) to fuel player acquisition, deepen community engagement, and elevate brand love.

You will set the strategic direction for creators across all platforms and markets, establish global measurement frameworks, and lead a distributed vendor team of agency partners. The ideal candidate combines deep creator expertise with a passion for gaming culture, a data-driven mindset, and the ability to operate at both the strategic and executional level in a fast-moving, global environment.

Key job responsibilities

Key job responsibilities

Content Strategy & Management:

• Develop and implement strategic frameworks for creator content collaboration across brand channels as well as third-party, creator-led handles.
• Build and maintain a global creator content calendar that aligns social activations with game launches, live-service events, cultural moments, and tentpole campaigns.
• Support and implement paid boosting creator content strategy aligned with the paid media team.
• Evaluate and select content that aligns with brand and games strategy and messaging. Ensure all creator content reflects Luna's brand voice.

Measurement and KPIs:

• Establish a global social media measurement framework with clearly defined KPIs for the creators program that tie social performance to business outcomes, including reach, engagement, sentiment, conversion, and player lifetime value.
• With the Head of Social & Creators shape the creator goals, evolve the goals and refine KPIs.
• Report country-level and regional metrics alongside global performance, ensuring every market has visibility into its own impact and contribution.
• Build standardized reporting cadences (weekly, monthly, quarterly) with dashboards that provide both global roll-ups and market-level granularity.

Creative excellence:

• Raise the bar for creator marketing, elevating the creative executions and finding storytelling angles ("show don't tell") that engage with mainstream audiences.
• Develop the best-in-class creator content on prioritized social platforms (Instagram, TikTok, YouTube, Twitch, as well as intentional touchpoints on Reddit and Discord).
• Oversee creator content creation, curation and distribution on both brand and 3P handles, as well as commissioning idea-first creative as well as creator-led activations.
• Develop an always-on, creator-led social footprint to raise Luna's awareness.
• Collaborate with games marketing leads to seamlessly integrate brand elements into creator content, when and where necessary, creating a cohesive Amazon Gaming creator strategy
• Leverage platform knowledge to meet creators where they are at: specific creator strategies tailored per platform, as well as scaling platform-agnostic executions.
• Identify and capitalize on emerging creator trends and experimentation (i.e. microdramas, hosted social-first shows, etc.) to keep Amazon Gaming at the forefront of social innovation in the gaming space.

Creator Relationship Management:

• Manage relationships with contracted creators who will be our brand ambassadors.
• Assist the overall Amazon Gaming marketing team with creator programs.
• Align creator partnerships with broader brand and games initiatives.
• Serve as primary liaison between creators and internal brand and games teams.
• Champion a consumer-obsessed philosophy, ensuring the creator program serves as a two-way channel that listens to, engages with, and amplifies the player community.

Strategic Planning & Integration:

• Create and execute creator brand activation strategies around key cultural moments and/or brand + games campaigns.
• Represent creator marketing interests in broader brand strategy and games discussions
• Lead creator strategy development and execution for key campaigns.
• Develop guardrails and strategic categorization and prioritization mental models to decide creator approach based on predefined goals, KPIs, matching spend to expected outcomes.

Event & Cultural Moment Strategy:

• Develop and implement creator-focused strategies for major industry events as well as right-sizing creator investment level matching creators to audience cohorts and KPIs.

Global Collaboration:

• Partner with international teams to ensure consistent creator brand strategy.
• Facilitate cross-regional creator opportunities.
• Align global creator initiatives with local market needs.

About the team

The Social & Creator Marketing team at Amazon Gaming sets the social marketing strategy by leading with games first, with the goal of driving a big and engaged community that can advocate for Luna as a brand and who can also advocate organically for our games. We create bespoke strategies for all games and brand campaigns that are creator focused and led.