Amazon Web Services (AWS) is seeking an exceptional Small and Medium Business (SMB) Initiative Lead to join our North America Partner Marketing team. This is a unique opportunity to shape the future of SMB growth at AWS by building and executing innovative marketing strategies that leverage our extensive partner ecosystem to drive customer acquisition and business impact.
AWS is seeking a Small and Medium Business Initiative Lead to serve as the central connector, strategic driver, and voice of SMB marketing across North America. This is a high-visibility, cross-functional leadership role embedded within the NAMER Partner Marketing organization, reporting directly to the Head of North America Partner Marketing.
The North America Partner Marketing team is at the forefront of AWS"s growth strategy, working at the intersection of partner priorities and customer acquisition. As the SMB Initiative Lead, you will be responsible for developing and executing comprehensive marketing strategies for priority go-to-market (GTM) initiatives targeting the small and medium business segment, a market that is largely partner-led and represents significant growth opportunity for AWS.
The SMB Lead is the person who makes this strategy work in practice. This role sits at the intersection of multiple teams, programs, and motions - sales, partner sales, partner marketing, field marketing, digital, events, distribution, and AWS-led demand generation - and is responsible for ensuring they operate as a coherent, aligned system rather than a collection of independent efforts. The role requires someone who is equally comfortable in a strategic planning session with senior leadership and a working session with program managers, translating between vision and execution with clarity and credibility.
In this role, you will drive strategic marketing initiatives that combine indirect sales motions through partners with direct customer engagement through Account-Based Marketing (ABM) lite approaches. You"ll build strategic relationships with key channel partners, create compelling marketing campaigns, and establish measurement frameworks to track performance and optimize ROI. This position requires a strategic thinker who can operate both at the 30,000-foot level and in the tactical details of campaign execution.
You will collaborate closely with North American Sales, Partner Sales, Development, and Marketing teams, as well as Field Marketing stakeholders, to ensure seamless execution of integrated marketing programs. Your work will directly impact AWS"s ability to reach and convert small business customers through both partner channels and direct touchpoints.
This is not a role for someone who wants to own a single channel or program. It is a role for a marketing leader who thrives on complexity, operates with influence rather than authority, and finds energy in connecting dots across a large, fast-moving organization. The ideal candidate brings deep experience in partner or channel marketing, a strong command of pipeline metrics and marketing analytics, the executive presence to represent SMB marketing at the highest levels of the organization, and the curiosity and capability to apply emerging AI tools to accelerate their work.
Key job responsibilities
Key Job Responsibilities - What You"ll Do
Initiative Leadership & Cross-Functional Coordination
Serve as the single point of coordination for SMB marketing across NAMER, connecting partner marketing, field marketing, digital, events, and AWS-led demand generation into a coherent, aligned system
Align AWS-Originated (AO) and Partner-Originated (PO) pipeline strategies into a unified SMB go-to-market narrative
Facilitate regular working sessions with stakeholders across Partner Sales, Partner Development, Field Marketing, and Global SMB Partner Marketing to ensure program coherence and shared accountability
Represent the NAMER SMB marketing organization in cross-functional forums, leadership reviews, and AGI planning cycles
Stakeholder Reporting & Executive Communication
Build and maintain a regular SMB marketing reporting cadence for senior leadership, covering pipeline contribution, program performance, and progress against AGI goals
Synthesize inputs across programs and teams into clear business reviews and executive briefings
Proactively identify gaps, risks, and opportunities across the SMB marketing portfolio and communicate recommendations to leadership
Budget Stewardship & Investment Planning
Develop and manage the SMB marketing budget across partner-funded (MDF/SCA) and AWS-funded programs
Ensure MDF and SCA investments are deployed effectively across strategic partners and scalable programs, aligned with AWS Growth Initiative priorities
Identify opportunities to extend SMB marketing reach through incremental budget requests, with clear business case and expected ROI
Demand Generation & Customer Engagement
Orchestrate multi-channel campaigns spanning digital, events, email, and partner channels to drive pipeline across AO and PO motions
Integrate ABM lite strategies targeting high-value small business prospects with personalized marketing experiences, identifying and prioritizing target accounts across the three GTM initiatives
Collaborate with AWS digital and events teams (re:Invent, AWS Summits) to amplify SMB-specific messaging and capture demand
Partner Marketing Excellence
Build and maintain strategic relationships with key channel partners to amplify marketing reach and effectiveness
Develop co-marketing campaigns, joint value propositions, partner enablement playbooks, and marketing toolkits to ensure consistent messaging across the partner ecosystem
Establish and track partner performance metrics and regular review processes to optimize partnership ROI
Performance Management & Analytics
Establish measurement frameworks to track campaign performance, partner engagement, and customer acquisition metrics
Conduct regular analysis of marketing effectiveness, delivering actionable insights and recommendations for optimization
Present performance updates to leadership, highlighting successes, challenges, and strategic recommendations