Creative Directors (CD) in Amazon Advertising are responsible for contributing to the development of large-scale campaigns that focus on Amazon customer solutions, while simultaneously meeting advertiser goals.
They partner with internal creative teams to achieve this goal, but are primarily self-sufficient. As the CD is both a director and a maker, this role requires an expertise in either copywriting or design, but with a competency and point of view of the other modality.
Additionally, the CD must be able to provide direct feedback when working with motion and narrative content, technology, media, and strategy.
CDs investigate Amazon / 3P data to generate insights based on observed customer behavior. And, through a deep understanding of Amazon’s suite of tools and services, they recommend a campaign framework that balances advertiser goals with customers’ expectations of frictionless commerce.
The ability to operate within one or more broad verticals is expected, and the CD will therefore need to understand the nuances of these verticals.
Partnering with Sales, Product specialists, Campaign Management and Technology teams, the CD will act as the creative hub, ensuring that the concept remains intact, and that the customer experience is protected at all times.
In order to be successful, our CDs are expected to :
Earn Trust :
Understand everyone's motivation, not just their behavior. This applies to customers, partner teams, leadership, clients, and yourself
Build relationships and align efforts with internal business partners : sales, campaign management, custom, design technology, product
Communicate early, often, and concisely
Learn and Be Curious :
Amazon moves fast. Keep up to date on product and program developments, both within and outside Amazon Advertising
Follow the culture of advertising outside of Amazon to quickly identify new opportunities for Amazon Advertising to develop product / program solutions
Know the tools (research, tech, and measurement) that power the digital advertising marketplace both on- and off-Amazon
Dive Deep :
Use data to develop hypotheses about why certain customer behaviors exist. Use those to generate powerful insights that drive your campaign ideas
Learn the potential (and limitations) of the Amazon Advertising toolset. If gaps exist, fill them
Understand the metrics that measure the success of your campaigns, and the levers that affect them
Invent and Simplify :
Develop campaign ideas from the bottom up, not top down. Think : solutions first, not stunts
Create campaigns that balance advertiser goals (KPIs) with customer goals (frictionless commerce)
Participate in the development of solutions that help customers make better, faster purchase decisions on Amazon
Think Big :
Create SMART goals that deliver against team-wide objectives. Determine the priorities and prescribe the processes needed to achieve these goals
Don't make advertising; create work that has an impact, and which elevates Amazon and our advertisers to being a part of culture
Develop and foster ideas that are novel and which are uniquely Amazonian
Insist on the Highest Standards & Be Customer Obsessed :
Make work that matters by putting yourself in the customer’s shoes; if you wouldn’t read / watch / use / share your campaign, they won’t either
Ensure flawless execution, from exquisite design, to on-time, error-free delivery
Make every client meeting the best meeting of their day
Take Ownership :
From concept to execution, know the tools, steps, and policies of the products you deploy
Solve problems when you can, only escalate when you can't
Know that you will wear many hats, and be comfortable moving freely between creative ideation, production, project management, and mentorship
Experience in Program / Project Management
8+ years or more experience in digital advertising
Experience in retail business and marketing