Senior Product Marketing Manager, GTM Lead, Fashion & Fitness Marketing

Go-to-Market Lead, Category Marketing This role is responsible for developing and leading the category marketing strategy for an assigned F2 business area, including Fashion, Sports & Outdoors, or Licensed Sports. Serving as the single-threaded marketing partner to category leadership, this leader translates business priorities, customer insights, assortment strategies, and commercial goals into annual and seasonal go-to-market plans that drive traffic, engagement, and growth.

The Go-to-Market Lead owns the category's integrated marketing roadmap, including campaign calendaring, investment prioritization, Tier B targeted activations, Tier C foundational programs, and category contributions to Tier A tentpole moments. They develop a clear point of view on where marketing can most effectively support category growth, align cross-functional teams around prioritized customer moments, and ensure plans are grounded in measurable category objectives.

This role partners closely with Business, Creative, Product, BI, and Traffic & Targeting teams. The Go-to-Market Lead provides the category inputs required to inform NASM and channel planning, including assortment priorities, deal calendars, customer audiences, launch milestones, and business goals.

Key job responsibilities

Category Marketing Strategy & Planning

• Develop the annual and quarterly marketing strategy for an assigned category, translating business goals into clear customer, campaign, and investment priorities.
• Establish the category's marketing narrative, strategic pillars, target audiences, and role within the broader F2 Integrated Marketing portfolio.
• Identify the customer missions, seasonal shifts, cultural moments, launches, and category-specific opportunities where marketing can generate incremental business impact.
• Build integrated plans that connect category priorities across campaigns, customer experiences, content, creative, and traffic-driving channels.
• Identify emerging category trends, customer shifts, and growth opportunities that inform marketing strategy and investment recommendations.

GTM Ownership & Campaign Prioritization

• Own the category's annual and seasonal GTM calendar, balancing business priorities, customer relevance, operational readiness, and available marketing capacity.
• Lead Tier B targeted and Tier C foundational GTM activations from initial business intake through strategy, executional alignment, launch, and performance review.
• Represent the category's priorities and customer needs within Tier A tentpole planning, including major shopping events, seasonal campaigns, and cross-F2 initiatives.
• Develop clear GTM briefs that define the customer problem, business opportunity, audience, value proposition, success metrics, dependencies, and activation approach.
• Establish prioritization recommendations when category requests exceed available marketing, creative, or channel capacity.
• Ensure campaigns have clear launch criteria, accountable owners, measurable objectives, and documented decisions.

Category Partnership & Business Leadership

• Serve as the primary marketing partner to category leadership and maintain a comprehensive understanding of the category's financial goals, assortment strategy, deal calendar, customer dynamics, and operational roadmap.
• Translate category inputs into actionable marketing recommendations rather than functioning solely as an intake or execution partner.
• Partner with category leaders to identify where marketing can meaningfully accelerate growth and flag areas where business, selection, pricing, or operational readiness may impact campaign effectiveness.
• Lead annual and quarterly planning discussions that align category stakeholders around the highest-impact marketing priorities.
• Provide category leadership and Directors with visibility into upcoming campaigns, investment recommendations, dependencies, risks, and expected outcomes.

Cross-Functional GTM Leadership

• Partner with Creative and Stores teams to ensure customer experiences and traffic-driving assets reflect a consistent category strategy and value proposition.
• Work with Product and Technology teams to identify customer experience requirements, launch dependencies, merchandising needs, automation opportunities, and readiness risks.
• Partner with Finance and category teams to recommend category marketing budget allocation across campaigns, programs, and customer moments.
• Provide the Traffic & Targeting Lead with category goals, priority audiences, assortment inputs, deal details, timing, and campaign requirements to inform channel and NASM planning.
• Partner with BI and channel teams to define measurement plans and interpret performance across campaigns and customer touchpoints.
• Drive timely decisions, escalate unresolved dependencies, and maintain alignment across teams throughout the GTM lifecycle.

Performance Management & Leadership Narratives

• Own category-level marketing performance reporting, including campaign results, customer insights, business impact, lessons learned, and recommended actions.
• Develop the marketing sections of category MBR and QBR narratives for senior leadership.
• Connect individual campaign results to broader category trends, strategic priorities, and investment decisions.
• Establish repeatable mechanisms for tracking category plans, launch health, marketing contribution, and progress against annual goals.
• Use performance insights to refine future campaign strategy, audience priorities, activation criteria, and budget allocation.

A day in the life

• Meet with category leadership to review business performance, assortment priorities, upcoming launches, and areas where marketing support could accelerate growth.
• Translate annual or seasonal business goals into an integrated GTM strategy and prioritized category marketing calendar.
• Lead a cross-functional campaign working session to align Product, Stores, Creative, Traffic & Targeting, and Analytics partners on launch readiness and success metrics.
• Review a proposed category activation and determine whether it has a clear customer insight, differentiated value proposition, sufficient selection, and measurable business opportunity.
• Provide the Traffic & Targeting Lead with category inputs for NASM and channel planning while maintaining accountability for the overall category strategy.
• Develop an MBR or QBR narrative that explains performance, identifies key drivers and headwinds, and recommends actions for the next planning period.
• Advise senior leaders on campaign prioritization, investment tradeoffs, launch risks, and the category’s forward-looking marketing roadmap.

About the team

About the team

F2 Integrated Marketing (F2M) owns the Go-to-Market process for time-bound, business-backed moments across Fashion, Sports & Outdoors, Premium, Licensed Sports, and Luxury. We translate business priorities into customer-facing marketing activations that drive traffic, conversion, and engagement across shopping events, holidays, cultural moments, sports and entertainment, launches, and mission-based customer needs.

The Category GTM team serves as the strategic marketing interface to each F2 business. We develop category-level marketing strategies, establish annual and seasonal priorities, lead targeted and foundational GTM programs, and ensure category goals are represented within larger F2 tentpole moments. We work in close partnership with Traffic & Targeting, Creative, Stores, Product, Analytics, Finance, and central marketing teams to turn business opportunities into cohesive and measurable customer activations.

Basic Qualifications

• 6+ years of professional non-internship marketing experience
• Experience using data and metrics to drive improvements
• Experience building, executing and scaling cross-functional marketing programs
• Experience presenting metrics and progress to goal to senior leadership
• Experience communicating results to stakeholders

Preferred Qualifications

• Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
• Experience leading go-to-market for consumer software or hardware product launches
• Experience using any of SQL or other analytical tools for conducting data analysis
• Experience with customer segmentation, profiling, and targeting
• Usage of generative AI tools to enhance workflow efficiency, with a willingness to learn effective prompting and evaluation practices
• Ability to recognize opportunities where generative AI could enhance products, workflows, or customer experiences

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.

The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.

USA, WA, Seattle - 142,800.00 - 193,200.00 USD annually