How Amazon Is Redefining the Modern Marketer

Overview

Amazon, one of the world’s most advanced technology and customer-centric companies, is transforming how marketing is done: shifting from technical, tool-focused execution to a strategic, time-optimized, and innovation-driven function. This transformation is not only redefining job descriptions but also reshaping how marketing teams operate and deliver impact at scale.

In collaboration with Knak, a no-code email and campaign creation platform, Amazon is cutting production time, simplifying workflows, and empowering marketers to focus on what truly matters: strategy, segmentation, and innovation.

Challenge

In the past, marketers at Amazon, and across the industry, were expected to be jacks of all trades. Job descriptions from just a few years ago demanded expertise in:

• HTML, CSS, and marketing automation platforms (e.g., Pardot, SFMC, Marketo, AJO)
• Managing sprawling tech stacks
• Navigating disconnected tools and workflows
• Relying on technical resources or agencies for every campaign or content iteration

This technical barrier often slowed execution to a crawl, delaying time to market for campaigns and creating bottlenecks in QA and asset production.

Proof Point

Let’s compare job descriptions for a marketer at Amazon from just a few short years ago to today:

An old job description for a marketing position at Amazon

A current job description for a marketing position at Amazon

Solution

Amazon’s marketing operations team, led by experts like Andrew (Senior Marketing Technologist), turned to Knak’s no-code platform to rethink how marketing work gets done. By adopting no-code tools and automation, Amazon empowered its marketers to:

• Create production-ready emails in under 10 minutes (down from 3+ hours) by building a library of on-brand, reusable modules in Knak
• Eliminate repetitive, manual tasks by giving marketers direct access to the Knak platform, so they no longer rely on developers and ticketing systems
• Centralize content and QA processes by managing email creation, approvals, and testing in one platform
• Prioritize strategic thinking over tactical execution thanks to time saved and more autonomy in the creation workflow

This shift supports a broader transformation in the marketer’s role: from builder to strategist.

Key Innovations

1. No-Code Simplicity

Tools like Knak eliminate the need for HTML/CSS knowledge, allowing marketers to independently build and launch campaigns faster than ever.

2. Time as the New Currency

By freeing up hours previously spent on technical execution, marketers at Amazon focus on high-value activities such as segmentation, multi-channel planning, and performance optimization.

3. Evolved Job Descriptions

The old job posting emphasized deep technical knowledge. Today’s Amazon marketing roles emphasize:

• Strategic vision
• Data-driven decision-making
• Executive-level communication
• Innovation and cross-functional collaboration

4. AI and Automation Integration

Amazon is exploring AI for QA, defect detection, and content optimization, creating more intelligent workflows.

Results

• Time Savings: 95% reduction in email build time. From 3+ hours to under 10 minutes, freeing up marketers to move faster without dev support
• Faster Campaign Launches: Lead times cut from weeks to days, enabling rapid response to business needs
• Shift Focus to Strategy: Marketing teams now focus on customer insights, innovation, and experimentation rather than production bottlenecks

“Time is the currency. If I can give my team hours back by removing friction, that’s the ROI.” — Andrew Eberting, Head of Global Martech and Operations at Amazon

Conclusion

Amazon’s marketing evolution is a model for modern enterprises. By embracing no-code platforms like Knak and shifting the marketer’s role toward strategy and innovation, Amazon is enabling faster execution, better customer targeting, and a more empowered, future-ready marketing organization.

“We’re not hiring people to hand-code anymore—we’re hiring marketers to think, to experiment, and to move fast.” — Andrew Eberting, Head of Global Martech and Operations at Amazon