Principal Product Manager - Technical, External Services, AWS, GenAIUX

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)

• Define 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

• Set the methodology for persona research (qualitative and quantitative), and

direct L5/L6 PMs, UX researchers, and data scientists who execute against it

• Establish 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

• Translate persona insights into a portfolio of GenAI application concepts,

defining the investment thesis for each: target persona, differentiated value,

technical moat, and business model

• Own 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.

• Make 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

• Define 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

• Identify and escalate strategic trade-offs to senior leadership with clear

recommendations

Cross-Functional & External Leadership

• Influence senior leadership (L8–L10) with compelling, data-backed narratives

that shape organizational priorities and resource allocation

• Drive cross-org partnerships (Console, Documentation, Well-Architected,

Training & Certification) to ensure persona insights are leveraged broadly

• Represent AWS externally — customer advisory boards, re:Invent sessions,

whitepapers, live demos — as the thought leader on persona-driven GenAI

experiences

• Engage 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

• Attract, 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

• 4+ years of technical experience (software development, ML/AI systems, or

other hands-on engineering work)

• 10+ years of technical product management, program management, or engineering

experience, with at least 5 years at a senior/principal level owning

portfolio-level strategy

• Experience delivering large-scale products where you are responsible for the

full product lifecycle, from concept through launch

• Experience building complex software systems that have been successfully

delivered to customers

• Demonstrated experience shipping AI/ML or Generative AI products at scale

• Hands-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)

• Proven ability to operate in high-ambiguity environments — defining both the

problem and the solution where neither is well-understood

• Track record of influencing org-level strategy and driving alignment across

multiple teams (engineering, science, design, business)

• Experience establishing mechanisms and frameworks adopted beyond your

immediate team

• Bachelor's degree in Computer Science, Engineering, or a related technical

field (or equivalent experience)

PREFERRED QUALIFICATIONS

• MBA or advanced technical degree (MS/PhD in CS, AI/ML, HCI, or related field)

• Understanding of Large Language Models, agentic architectures, agentic

solutions, and conversational AI — sufficient to discuss architectural

trade-offs independently with tech team

• Experience with AI development tooling (e.g., Amazon Bedrock, SageMaker,

LangChain, agent frameworks, evaluation harnesses)

• Experience with UX research methodologies — usability testing, customer

journey mapping, behavioral analytics, persona development, ethnographic

research, Jobs-to-Be-Done

• Track record of external thought leadership (conference talks, published

papers, live demos at industry events)

• Knowledge 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
• Amazon is an equal opportunity employer and does not discriminate on the basis
• of protected veteran status, disability, or other legally protected status.
• Our inclusive culture empowers Amazonians to deliver the best results for our
• customers. If you have a disability and need a workplace accommodation or
• adjustment during the application and hiring process, including support for the
• interview or onboarding process, please visit
• https://amazon.jobs/content/en/how-we-hire/accommodations
• [https://amazon.jobs/content/en/how-we-hire/accommodations] for more
• information. If the country/region you’re applying in isn’t listed, please
• contact your Recruiting Partner.
• 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 https://amazon.jobs/en/benefits
• [https://amazon.jobs/en/benefits].
• USA, WA, Seattle - 181,100.00 - 245,000.00 USD annually