The AWS CX GenAIUX team is building intelligent, personalized experiences that meet users where they are. We believe that different personas?builders, operators, decision-makers, learners?deserve purpose-built GenAI applications tailored to their workflows, mental models, and goals. We are a fast-moving team that values customer obsession, bias for action, and thinking big. We believe that our customers need not to learn AWS, rather we should learn customer?s and enable them to build on AWS wherever and however they prefer. We follow their intent and help them build.
Our team sits at the intersection of Artificial Intelligence and User Experience ? Our vision is to cater to the need of every personality of the customers, define the future of persona driven applications and democratizing innovation for all customers on earth. We believe that different personas ? builders, operators, decision-makers, and learners ? deserve purpose-built GenAI applications tailored to their workflows, mental models, and goals. We measure success trust earned, adoption of applications and enhancing the AWS adoption.
We\'re building the future of how people and AI work together on cloud infrastructure, and this role is central to that vision.
ABOUT THE ROLE
Model a "builder PM" culture where hands-on experimentation is the norm, not the exception.
We are seeking a Principal Product Manager - Technical to define the ever-evolving persona strategy for AWS\'s GenAI-powered customer applications, establish the application frameworks that translate persona insights into a portfolio of applications, and drive flywheel for success of our customers at AWS.
This requires a person who can drive a vision with conviction, remain stub-born on the vision yet flexible on the journey. This is a usability problem as much as a technology problem. The challenge is envisioning product for differentiated experiences where each customer intuitively understands the GenAI applications to leverage, trusts them enough to integrate into their life, delegate progressively complex work, and feels in control throughout. You will define how different customer personas experience trust, autonomy, and transparency differently ? and translate that into distinct product experiences.
organization-level alignment on what we build, for whom, and why.
This is not a "strategy-only" role. In the era of Generative AI, the most impactful product leaders are hands-on builders who prototype before they prescribe, validate with working artifacts before writing documents, and earn engineering credibility by building alongside their teams. We expect you to be fluent in the tools and technologies you\'re shaping ? capable of prompting, prototyping, and evaluating GenAI systems firsthand (a hands-on builder).
This is a high-ambiguity, high-impact opportunity to make a difference in AWS customer?s life with technology revolution. The problem space is largely undefined: we do not yet have a systematic understanding of how millions of AWS users (both tech and non-tech), e.g. from junior developers to C-suite executives should experience AI-native workflows differently. You will define the strategy, build the mechanisms, set the direction that an experienced engineering team executes against, and personally validate critical bets through hands-on prototyping. You will operate with significant independence, and influencing leadership, roadmap decisions across AWS CX with laser focus on Customers.
Key job responsibilities
KEY RESPONSIBILITIES
Persona Strategy & Frameworks (Org-Level)
?\tDefine and own the persona strategy for AWS GenAI experiences ? establishing a scalable, data-driven framework that the broader organization uses to segment, prioritize, and serve differentiated customer cohorts
?\tSet the methodology for persona research (qualitative and quantitative), and direct L5/L6 PMs, UX researchers, and data scientists who execute against it
?\tEstablish a living persona framework that becomes an organizational asset ? referenced in OP1/OP2 planning, used by engineering to make architecture decisions, and adopted by adjacent AWS teams
Portfolio Strategy & Application Definition
?\tTranslate persona insights into a portfolio of GenAI application concepts, defining the investment thesis for each: target persona, differentiated value, technical moat, and business model
?\tOwn the "working backwards" narrative at the portfolio level ? authoring L7-grade PR/FAQs that articulate the 3-year vision and secure L8?L10 sponsorship. Supplement narratives with functional prototypes that make the vision tangible.
?\tMake hard prioritization decisions across competing application investments, using a rigorous framework that balances customer impact, technical feasibility, time-to-value, and strategic positioning
Product Roadmap & Org-Level Alignment
?\tDefine success metrics grounded in customer outcomes ? adoption by persona, task completion rates, trust signals (autonomy granted over time), friction reduction, and retention ? with clear input/output metric trees that teams can decompose and own
?\tIdentify and escalate strategic trade-offs to senior leadership with clear recommendations
Cross-Functional & External Leadership
?\tInfluence senior leadership (L8?L10) with compelling, data-backed narratives that shape organizational priorities and resource allocation
?\tDrive cross-org partnerships (Console, Documentation, Well-Architected, Training & Certification) to ensure persona insights are leveraged broadly
?\tRepresent AWS externally ? customer advisory boards, re:Invent sessions, whitepapers, live demos ? as the thought leader on persona-driven GenAI experiences
?\tEngage directly with external AWS customers to understand their workflows, observe how they interact with agent experiences across personas, and ensure design decisions are grounded in real behavior
?\tAttract, mentor, and develop PM talent; raise the product management bar across the team. Model a "builder PM" culture where hands-on experimentation is the norm, not the exception.
BASIC QUALIFICATIONS
?\t4+ years of technical experience (software development, ML/AI systems, or other hands-on engineering work)
?\t10+ years of technical product management, program management, or engineering experience, with at least 5 years at a senior/principal level owning portfolio-level strategy
?\tExperience delivering large-scale products where you are responsible for the full product lifecycle, from concept through launch
?\tExperience building complex software systems that have been successfully delivered to customers
?\tDemonstrated experience shipping AI/ML or Generative AI products at scale
?\tHands-on experience building with GenAI tooling ? evidence of personal prototyping, prompt engineering, or building functional demos/POCs (not just writing requirements for others to build)
?\tProven ability to operate in high-ambiguity environments ? defining both the problem and the solution where neither is well-understood
?\tTrack record of influencing org-level strategy and driving alignment across multiple teams (engineering, science, design, business)
?\tExperience establishing mechanisms and frameworks adopted beyond your immediate team
?\tBachelor\'s degree in Computer Science, Engineering, or a related technical field (or equivalent experience)
PREFERRED QUALIFICATIONS
?\tMBA or advanced technical degree (MS/PhD in CS, AI/ML, HCI, or related field)
?\tUnderstanding of Large Language Models, agentic architectures, agentic solutions, and conversational AI ? sufficient to discuss architectural trade-offs independently with tech team
?\tExperience with AI development tooling (e.g., Amazon Bedrock, SageMaker, LangChain, agent frameworks, evaluation harnesses)
?\tExperience with UX research methodologies ? usability testing, customer journey mapping, behavioral analytics, persona development, ethnographic research, Jobs-to-Be-Done
?\tTrack record of external thought leadership (conference talks, published papers, live demos at industry events)
?\tKnowledge of AWS services and the AWS customer ecosystem
WHY "HANDS-ON" MATTERS FOR THIS ROLE
In the GenAI era, the speed of innovation means the gap between "strategy" and "execution" must collapse. AI products are probabilistic ? their behavior can only be understood through direct experimentation, not specification documents. A PM who hasn\'t prompted the model, stress-tested edge cases, or built a working prototype simply cannot make informed prioritization decisions about what to build next.
BASIC QUALIFICATIONS
- 7+ years of working as a Technical Product Manager experience
- 5+ years of technical (software development, network development, IT, other related) experience
- Experience delivering large-scale SaaS, PaaS or LaaS products where you are responsible for the full product lifecycle, from concept through GTM (go to market)
PREFERRED QUALIFICATIONS
- 5+ years of working as a Technical Product Manager experience
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The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at .
USA, WA, Seattle - 181,100.00 - 245,000.00 USD annually
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