Senior Amazon Launch Manager

Smart Vision LLC is a dynamic company specializing in selling consumer brands on Amazon and Walmart across the US, Canada, and Mexico, with plans to expand into European marketplaces. We are seeking a senior operator to take full ownership of new product launches on Amazon, managing each ASIN from go-live through to achieving a stable rank. This role is highly technical and focuses on indexing and ranking—ensuring listings are optimized for key search terms, driving them to page one, and maintaining their position. The successful candidate will independently manage advertising and overall launch strategy, handing over the product only once it reaches a stable rank at an acceptable advertising cost.

Key Responsibilities

- Develop comprehensive launch plans for each approved product, including target keywords, launch pricing, promotional strategies, review timelines, and coordination with catalog management on listing creation, attributes, and category placement.
- Ensure listings are complete and accurate before launch, including backend search terms, and confirm sufficient inventory is available.
- Monitor and verify that each ASIN indexes for all target keywords, diagnosing and resolving any indexing issues.
- Manage backend search terms and structured attributes, track daily keyword ranking, and analyze Search Query Performance and Brand Analytics to assess impressions, clicks, and purchase shares.
- Conduct listing experiments using Amazon’s Manage Your Experiments tool when traffic volume supports it.
- Build and manage launch advertising campaigns, including automatic campaigns for discovery, exact and phrase match targeting, product targeting, bid adjustments, and top-of-search placement.
- Optimize campaigns by harvesting converting search terms into exact match campaigns and negating ineffective terms.
- Oversee advertising performance throughout the launch window until the ASIN graduates.
- Execute promotional activities such as coupons, deals, and pricing adjustments to drive early velocity and reviews.
- Manage early review velocity through programs like Vine and monitor key metrics such as conversion rate, sessions, and click-through rates, addressing any issues promptly.
- Coordinate with the external traffic team to time deal postings, social media, and group placements; implement and interpret Amazon Attribution data to measure off-Amazon traffic effectiveness.
- Evaluate the impact of external traffic on ranking and provide clear feedback.
- Apply handover criteria including stable rank, consistent conversion, and advertising cost targets; provide detailed written summaries when transitioning ASINs to brand owners and PPC managers.
- Continuously update and refine the launch playbook to improve efficiency and predictability of future launches.

Required Qualifications

- Minimum of five years of hands-on experience launching private label products on Amazon US, with personal ownership of launches rather than supporting roles.
- Strong expertise in indexing: ability to explain, check, diagnose, and fix keyword indexing issues.
- Deep proficiency in PPC campaign architecture, bid management, search term harvesting, and negative keyword strategies.
- Fluent in using rank tracking tools, Brand Analytics, and Search Query Performance reports.
- Solid understanding of early velocity mechanics and practical ranking strategies.
- Demonstrated sound judgment under pressure, with a problem-solving mindset rather than escalating issues.
- Excellent written English communication skills and the discipline to adhere to timelines.

Preferred Qualifications

- Experience with Vine, Lightning Deals, and coupon strategies at scale.
- Familiarity with Amazon Attribution setup and data interpretation.
- Proficiency in Helium 10 or equivalent Amazon seller tools.
- Background in consumables or household goods categories.

Success Metrics

- Time taken from go-live to first-page ranking for the primary launch keyword.
- Percentage of the launch keyword set indexed within seven days.
- Conversion rate and advertising cost at the point of graduation compared to targets.
- Number of launches successfully graduated per quarter.

The interview process consists of three stages, each focusing deeply on technical expertise: a screening interview reviewing your launch history and ownership, a technical interview covering indexing, ranking, and campaign architecture, and a practical assessment involving a live ASIN and launch keyword set. Candidates will also be asked to describe a personal experience diagnosing and fixing an indexing failure.

This is a senior-level position requiring proven, hands-on experience. Candidates early in their Amazon careers or those who have primarily supported launches without direct ownership are encouraged not to apply.