General Manager, Amazon

About the Company

Our client is a premier kids and baby clothing brand built on a reputation for quality, durability, and design that lets kids be kids. The brand is building out its external commercial channels with intention and scale, and Amazon is the most urgent and consequential of those bets.

Role Overview

The General Manager of Amazon is the P&L owner, platform operator, and commercial leader who will make this bet real. Reporting to the Chief Digital Officer, this leader owns the end-to-end commercial performance of the brand's Amazon business, from Seller Central operations and catalog management to performance marketing, agency management, and new customer acquisition. This is genuine P&L ownership for a business with significant growth ambition, requiring someone who has built on Amazon before, understands the platform's dynamics at depth, and can operate with the urgency and precision the opportunity demands.

This role sits at the intersection of platform, product, brand, and commerce. The leader works closely with the team that owns assortment and pricing strategy, translating that brief into commercial execution: optimizing how the assortment shows up on the platform, how it's marketed, how it converts, and how it grows. Alongside that, this person partners with Brand Marketing, Creative, Growth Marketing, CRM, and the technology team to ensure the Amazon business is fully integrated into the broader commercial and customer ecosystem.

Areas of Responsibility

• Own the Amazon P&L, developing annual and multi-year growth plans with an ambition to scale the business to $50M in annual revenue within three years, establishing Amazon as a strategic, incremental channel while protecting brand positioning and pricing integrity.
• Build and execute against traffic, conversion, AOV, and contribution margin targets, driving profitable growth, not just top-line volume.
• Execute the channel assortment strategy in partnership with the product strategy team, translating the assortment and pricing brief into a compelling, well-executed Amazon presence that avoids channel conflict with DTC.
• Lead promotional strategy around holiday, Amazon-specific deal events, and seasonal opportunities, identifying the moments that drive disproportionate new customer acquisition.
• Identify opportunities for bundles, multipacks, and platform-specific SKUs that differentiate the brand's Amazon assortment and improve competitive positioning.
• Serve as the hands-on operator in Seller Central, owning catalog setup, listing optimization, keyword strategy, and conversion performance.
• Drive continuous improvement across PDP content, Brand Store experience, A+ content, ratings and reviews strategy, and search visibility, in partnership with the agency and Brand Marketing.
• Ensure the brand is represented and optimized on Amazon Baby Registry, a meaningful acquisition channel for the brand's core customer.
• Own the relationship with the brand's external Amazon managed services partner, defining scope of work, KPIs, and operating cadence, and holding the agency accountable for measurable business impact.
• Partner with Planning and Supply Chain to forecast demand and maintain optimal inventory levels, overseeing FBA inventory strategy, replenishment cadence, and in-stock performance.
• Manage operational compliance including chargebacks, listing suppression risks, and account health.
• Partner with the agency on performance marketing strategy across Sponsored Ads, DSP, and retail media, driving full-funnel optimization from awareness through conversion.
• Own new customer acquisition reporting and incrementality measurement, providing clear visibility into how Amazon investment is performing relative to other digital channels.
• Partner with CRM & Personalization to ensure customers acquired on Amazon are brought into the brand's loyalty ecosystem, connecting marketplace acquisition to long-term retention.
• Serve as the primary internal point of contact for Amazon strategy and performance, building alignment and shared accountability across a broad, cross-functional team.

What You Bring

• Entrepreneurial and commercially driven, treating the Amazon business as a real P&L with genuine growth ambition, not a channel experiment.
• Platform fluent and hands-on, comfortable in Seller Central and in the operational details of marketplace management, not just at the strategy level.
• Strong cross-functional collaborator, able to build trust and alignment across a diverse stakeholder group without direct authority over most of the people they depend on.
• Analytically rigorous, able to consume and synthesize platform data, performance marketing results, and customer insights into clear, actionable decisions.
• Comfortable with ambiguity and pace, able to create structure, move fast, and adjust quickly in a build-phase environment.
• Strong bias for action and accountability, driving outcomes, not just activity.

Education/Experience Requirements

• 7–10+ years in eCommerce or digital commerce, with a minimum of three years of direct, hands-on Amazon Seller Central experience managing a brand's Amazon business, not supporting one.
• Bachelor's degree in Business, Marketing, or eCommerce required.
• Children's and family apparel experience strongly preferred; genuine familiarity with the category's sizing architecture, safety standards, gifting dynamics, and seasonal cadence is valued.
• Demonstrated success scaling an Amazon business from early-stage to meaningful revenue, with ownership of or direct influence over the P&L.
• Experience managing external agencies or vendor partners, with a track record of holding partners accountable to commercial outcomes.
• Strong working knowledge of Amazon search algorithm dynamics, digital merchandising best practices, marketplace media strategy, FBA operations, and promotional strategy.