Head of Mass & Influencer Marketing

About This Role

We are seeking an experienced Marketing Manager leader, fluent in Spanish, to establish and run Mass Marketing, Social Media, and Influencer Marketing for Amazon’s WW Cross-Border (XB) business across Latin America. This role owns the full-funnel brand, media planning, and demand agenda, in partnership with XCM, for XB LATAM and Strategic destinations — building awareness, consideration, and conversion at scale while serving as the single-threaded leader for social and influencer marketing region-wide.

Responsibilities

• Serve as the XB marketing lead for Colombia mass marketing, working in close partnership with XCM (Cross-Channel Marketing) to plan and execute brand and demand-building campaigns.
• Localize central XCM creative concepts and HVE assets for the Colombian market, partnering with Global Studios on fast, on-brand creative adaptation.
• Own the Colombia mass-marketing media plan across TV, OLV, digital, and other channels, directing media planning and buying partners to deliver reach and efficiency targets.
• Lead integrated HVE campaign planning and in-market execution, aligning mass marketing with O&O, Fuse, and Prime Video motions.
• Lead social media and influencer marketing across all XB LATAM destinations, owning strategy and execution across the full funnel.
• Drive brand awareness and reach through social-first brand campaigns and mega/macro-influencer partnerships; build culturally relevant content that establishes Amazon in each destination.
• Grow consideration and engagement via always-on social content, mid-tier creators, and category/HVE storytelling that moves customers toward intent.
• Own performance-oriented influencer and affiliate programs, driving sign-ups, installs, and orders; manage conversion-focused creator partnerships and promotional mechanics.
• Define the regional social & influencer strategy, channel mix, and content calendar; set destination-level playbooks that scale from Colombia to new LATAM markets.
• Manage always-on influencer investment alongside HVE bursts, selecting the right mix of mega-, macro-, mid-, and micro-influencers per objective.
• Own and steward a multi-million dollar annual marketing budget across mass, social, and influencer workstreams in LATAM.
• Allocate investment across funnel stages, destinations, and HVEs to maximize efficiency and reallocate dynamically based on performance.
• Partner with Finance and BI on budget planning, monthly tracking, and ROI reporting.
• Own agency relationships across LATAM — media, influencer, creative, and social partners — setting scopes, SLAs, and performance expectations.
• Lead agency briefing, selection, contracting support, and quarterly business reviews; hold partners accountable to deliverables, timelines, and efficiency.
• Define KPIs and measurement frameworks for mass, social, and influencer; partner with BI to instrument reporting and attribute impact across the funnel.