Sr. Go-to-Market Strategy Lead, Global Event Content, Platform Operations, and Go-to-Market

The Events, Sports Marketing, and Sponsorship (ESS) team is seeking a Senior Go-to-Market Strategy Lead to serve as the go-to-market strategist for AWS's first-party events portfolio — anchored by flagship programs like re:Invent and AWS Summits, and extending communications support across 160+ events annually including third-party programs like Dreamforce, CES, and Cannes Lions. This is a net-new, high-visibility role that defines how AWS positions, differentiates, and communicates its first-party events to builders, leaders, and internal stakeholders. The role sits at the center of a unified go-to-market motion and is accountable for two interconnected workstreams: (1) defining the messaging and positioning strategy that makes each first-party event's unique value clear across the portfolio, and (2) architecting the communications framework that activates that strategy at scale through internal and external channels — inclusive of third-party event communications.

This role treats every event as a distinct offering and the full portfolio as an integrated system — establishing differentiation, audience segmentation, and positioning frameworks that inform investment tiering, go-to-market activation, and pipeline contribution across all event types. Key job responsibilities Key Job

Responsibilities

Define Portfolio Positioning and Messaging Strategy

• Own the foundational messaging and positioning frameworks for AWS's first-party events portfolio — defining what each event is, who it's for, and why it matters relative to the rest of the portfolio (re:Invent, Summits, re:Inforce, Executive Summit/Forum, and cohort programs)
• Establish audience-specific messaging variants (builder, executive, partner, seller) that clarify differentiation across first-party flagship and cohort event types
• Provide the positioning inputs that inform portfolio tiering decisions — which events receive full go-to-market treatment, lightweight activation, or investment evolution — ensuring strategic rationale underpins resource allocation Define the narrative that positions events as pipeline accelerants and demand generation mechanisms, not operational obligations — articulating how AWS's events portfolio drives measurable business outcomes for customers and sellers
• Apply market intelligence, competitive landscape analysis, and attendee research to refine portfolio positioning and identify whitespace opportunities Architect and Scale the Communications Framework Define and execute the pan-ESS communications strategy — including newsletters, pre/post event communications plans, and cadence management — that activates the portfolio messaging strategy through scalable channels
• Build and manage the sub-program communications intake mechanism, own the editorial calendar, and coordinate send schedules across first-party and third-party event workstreams (GEM,
• Partner Marketing, AWSI, Startup) to eliminate over-messaging and fragmented outreach
• Develop foundational content assets including event messaging frameworks, talk tracks, launch email templates, KBYG communications, and post-event trip report formats designed for customization and reuse by distributed marketing teams
• Create the Bill of Materials (BOM) communication layer — ensuring toolkit assets, event launch emails, and seller enablement content follow a consistent, high-quality standard across first-party and third-party event programs
• Serve as the centralized communications architect for org-wide event updates, ensuring stakeholders receive timely, sequenced, and actionable information
• Drive Cross-Functional Alignment and GTM Integration
• Serve as the primary interlock for messaging and communications between ESS and its key partners: IDC, ABM/Industry Heads of Marketing, LMP,
• Partner Marketing, Sales Operations, and Sales Champions
• Partner with IDC, field teams, and Account Based Marketing to ensure event positioning translates into demand generation motions and pipeline contribution across segments and geographies
• Coordinate sub-program communications schedules across Executive Summit/Forum (GEM),
• Partner Summit, Industry, and Startup workstreams — identifying timing conflicts, recommending sequencing, and preserving depth where program-specific messaging adds value Influence and align senior stakeholders — including Sales Leadership, Sales Champions, and field teams — on event portfolio positioning and the role of events within the broader AWS go-to-market motion
• Partner with the ESS Enablement lead to ensure messaging frameworks, communications infrastructure, and sales enablement content are integrated and mutually reinforcing Leverage AI and Agentic Workflows to Scale
• Apply agentic AI capabilities to build and run scalable workflows across messaging development, content production, and communications execution — staying at the strategy layer while leveraging AI agents for execution at scale Bring an AI-first and AEO (AI Engine Optimization) lens to external-facing content work, applying principles that surface AWS events content ahead of competitors in AI-assisted search and recommendation systems
• Identify opportunities to automate repeatable communications processes through agentic workflows, increasing velocity and consistency without additional headcount Measure,
• Optimize, and Raise the Bar Define success metrics oriented toward pipeline attribution and business impact — connecting events messaging and positioning to pipeline contribution, audience conversion, and deal acceleration across the portfolio
• Track communications health metrics including engagement rates, seller activation rates, toolkit usage, and pre-event outreach coverage by segment and geo as leading indicators of messaging effectiveness Use data, seller feedback, and Sales Champion input to continuously refine the messaging and communications model — eliminating noise, increasing relevance, and improving the signal-to-action ratio
• Contribute to post-event retrospectives, translating positioning performance and communications results into input for the next planning cycle