As a Content and Engagement Specialist, this role encompasses developing, activating, and optimizing non-paid strategies that reduce the need for paid marketing while engaging candidates through personalized, relevant communications. In this position, you will demonstrate a detailed understanding of content marketing and candidate engagement, understanding the relationship between content quality and application conversion rates. The role requires a highly analytical mindset as well as creativity to identify content gaps and opportunities. The ideal candidate will have strength in tactical sides of marketing, consistently using data to inform content and engagement decisions, while having great passion to learn to be strategic. In this role, you will be the single point of contact for content and engagement initiatives with a focus on Japan and potentially cover other regions in the future, serving as the bridge between local needs and global stakeholders.
At Amazon, you'll work alongside the latest AI and GenAI tools that are increasingly woven into how teams operate: from AI-powered capabilities that accelerate decision-making, to Generative AI that helps you focus on work that truly matters. You'll have opportunities and resources to develop AI fluency at your own pace, with continuous learning built into the culture.
Key job responsibilities • Develop, activate, and optimize non-paid marketing strategies such as email, SMS, content marketing, and UI/UX enhancements that reduce dependency on paid channels. Implement best practices from paid channels to enhance organic and referral channel performance. • Manage end-to-end owned channels marketing campaigns, from requirements gathering and design through development, testing, launch, and reporting. • Analyze existing marketing automation workflows to identify and implement optimization opportunities that improve both performance metrics and candidate experience. • Analyze, report on, and optimize against key metrics including click-through rates, open rates, conversions, and engagement using Adobe Analytics and platform-level data to measure effectiveness and identify improvement opportunities. • Recommend and implement iterative A/B testing to continually improve performance through optimized messaging, targeting, and send strategies. • Engage with candidates and drive them to start applications through personalized, relevant communications based on where they are in their job-seeking journey. Create targeted messaging that resonates with different candidate segments. • Identify content gaps between what is available and the ideal content needed to convince job seekers to consider Amazon hourly wage roles and apply. Develop comprehensive content strategies by partnering with the creative team that address these gaps and drive application conversion. • Work with local and global teams to initiate content creation, constantly ensuring content is up-to-date, accurately reflects our product offerings, and serves its purpose. Communicate local market needs effectively to global stakeholders. • Co-lead Japan-specific projects related to content, engagement, and web experience. Manage cross-functional initiatives from conception through implementation in the local market. • Ensure all recruitment content remains current, relevant, and effective. Regularly audit and refresh content based on performance data and market feedback. • Leverage data analysis to measure content effectiveness, identify improvement opportunities, and tell compelling stories that drive stakeholder buy-in. • Prepare reports and presentations that clearly articulate local challenges, proposed solutions, and results to both Japanese and international stakeholders.
A day in the life Your day begins by reviewing performance metrics across non-paid channels—specifically analyzing email and SMS campaign data including open rates, click-through rates, and conversion metrics alongside broader content engagement indicators. You identify which initiatives are driving the highest quality applications and which need optimization. You'll spend time in CRM tools building and testing automated candidate journeys, ensuring segmentation logic is accurate and personalization tokens work correctly. Throughout the day, you collaborate with your local Japan team on market-specific content and engagement needs, working with Creative on email designs, and coordinating with developers on HTML edits or technical troubleshooting. You're constantly analyzing candidate journey data and workflows to understand where content gaps exist, how to address them effectively, and opportunities to improve automation and personalization. You navigate seamlessly between Japanese and English communications, communicating local market insights to global teams and adapting global best practices for the Japanese market. You balance executing today's scheduled campaigns with planning future launches and optimizing existing automated flows. You conduct A/B tests, multivariate testing (MVT) on subject lines, messaging, and send times, then analyze results to inform future strategies. The ideal candidate leverages data to gain insights and solve problems, has an eye for design, and brings content strategy skills to the role. You think strategically and execute flawlessly, understanding data workflows, customer segmentation, automation and personalization, and testing best practices. You're continuously balancing immediate tactical needs with long-term strategic planning, taking time each day to ideate on new engagement approaches that will reduce paid marketing dependency. You lead and contribute to project meetings, review content drafts, and ensure all materials accurately represent Amazon's employer brand promise while resonating with Japanese job seekers. As part of our work model, you collaborate closely with Japan local hiring teams, local and global marketing and tech colleagues, and external partners to deliver exceptional candidate experiences.
About the team Workforce Staffing (WFS) hires thousands of Amazonians every year in Japan. The Attraction, Influence & Marketing (AIM) achieves high-volume hiring goals by delivering exceptional, multi-channel candidate experiences, engaging and hiring job seekers with maximum efficiency and precision. Leveraging paid digital advertising, owned channels, web experience, and local grassroots efforts, the WFS Talent Marketing team delivers quality candidates at scale. Practicing transformational thinking empowered by leading-edge tech and tool development, this team constantly innovates new processes to increase marketing efficiency. The Japan team specifically focuses on adapting global strategies to local market needs while maintaining strong connections with regional and global stakeholders. As part of our 5-day in-office model, you participate in collaboration sessions, brainstorm in huddles, and strengthen connections through networking, and utilize onsite facilities. Come build the future with us. At Amazon, we're building the future one innovative product, service, and idea at a time. Join our team where you can:
- Embrace the challenge of transforming how we attract and engage talent at scale across Japan
- Bring your voice to shape marketing strategies that resonate with diverse candidate audiences
- Accelerate your growth through exposure to marketing technology and data-driven decision making
- Chart your own path by taking ownership of initiatives that directly impact Amazon's ability to hire the best talent
Basic Qualifications
- 3+ years of professional non-internship marketing experience in content marketing, digital marketing, or customer engagement
- Solid skills in reading and writing in both Japanese and English
- Experience using email and CRM platforms
- Thorough understanding of email and SMS marketing best practices and ability to learn our in-house email & SMS platform quickly
- Strong communication skills to clarify local needs to global stakeholders
- Strong project management skills to lead projects and ensure implementation in the local market
- Ability to understand complex product offerings and market-specific nuances, and to translate that into compelling content
- Demonstrated experience using data to drive content and engagement improvements
- Proven track record of managing multiple projects simultaneously
- Experience working in cross-functional and cross-cultural team environments
Preferred Qualifications
- Experience in recruitment marketing or talent acquisition
- Knowledge of non-paid marketing channels including organic search, referral programs, and content marketing
- Experience managing content for Japanese market audiences
- Experience with A/B testing methodologies and campaign optimization
- Background in employer branding or employee value proposition development
- Familiarity with web analytics tools and content management systems
- Experience working with external partners such as job boards or content agencies
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.