Marketing Manager – Customer Lifecycle, Amazon Music

Role Scope

This is a marketing role responsible for defining and executing Amazon Music India’s customer lifecycle strategy across multi-channels, including but not limited to owned and operated.

The role operates across Amazon Music’s three customer tiers - Free, Prime Music, and Amazon Music Unlimited (AMU), and uses channel interventions to drive acquisition, onboarding, engagement, retention, reactivation, churn management, and migration across tiers.

Role Complexity and Seniority

Single independent leader who will own both strategy and execution across multiple channels, lifecycle stages, customer propositions, and subscription tiers.

The role therefore requires the ability to:

Independently define strategies in areas where established playbooks may not exist.

Manage multiple interconnected channels and programs simultaneously.

Move fluidly between long-term strategic planning and hands-on execution.

Translate product features and benefits into effective channel-led customer interventions.

Make informed trade-offs across Free, Prime Music, and AMU priorities.

Influence senior stakeholders and global partner teams without direct authority.

Build scalable mechanisms, automation, and operating models rather than relying on one-off campaign execution.

Deliver measurable impact across acquisition, engagement, retention, reactivation, churn management, and tier migration.

The ideal candidate will bring deep experience in customer lifecycle marketing, CRM, owned-channel strategy, digital merchandising, experimentation, and cross-functional leadership, with demonstrated success managing complex, multi-product or multi-tier consumer businesses.

Key job responsibilities

Key responsibilities include:

Define and execute the customer lifecycle strategy across email, push notifications, WhatsApp, Browse Home, retail merchandising, and landing pages, and beyond.

Develop differentiated lifecycle journeys for Free, Prime Music, and AMU customers, reflecting the distinct customer proposition, business objective, and maturity of each tier.

Determine how new and existing product features, content, and benefits can be effectively marketed through owned channels to drive acquisition, engagement, retention, reactivation, and tier migration.

Own audience segmentation, targeting, personalization, experimentation, automation, and performance optimization across email, push notifications, browse home, and WhatsApp.

Define and execute the Browse Home strategy, using the app homepage to improve content and feature discovery, product education, engagement, conversion, and retention.

Own the retail merchandising strategy and execution across relevant Amazon surfaces, identifying placements and customer moments that can drive acquisition, engagement, reactivation, and cross-tier conversion.

Define the lifecycle strategy, customer journey, messaging architecture, and content requirements for landing pages supporting product launches, campaigns, and customer communication.

Build integrated go-to-market plans across owned channels for new product features, benefit changes, tier launches, tentpole events, and other priority business initiatives.

Establish channel goals, measurement frameworks, experimentation roadmaps, and operating mechanisms to evaluate lifecycle performance and identify new growth opportunities.

Serve as the single point of ownership for India’s owned-channel and customer lifecycle agenda, balancing channel priorities and customer needs across Free, Prime Music, and AMU.