Ilia Crahen

About Ilia Crahen

AWS has one of the most complex B2B marketing ecosystems in the world: thousands of campaigns, hundreds of teams, and no standardized way to measure what was working. I built the first large-scale adopted measurement system that changed that.I led the product vision and development of AWS Marketing\'s multi-touch attribution system, replacing legacy last-touch measurement with a causal, multi-signal model now adopted across AWS Marketing and Sales. Marketing and go-to-market teams use it to measure customer impact and make faster, more confident decisions. Scaling it required not just building the technology, but training employees and reshaping how the organization thinks about measurement.Before that, I led a data science team at Alexa Shopping building ML-driven personalization systems that decided when, and when not, to reach customers. Models learned individual customer preferences and communication tolerances, reducing unwanted notifications while increasing the relevance of the ones that did get sent. We grew adoption of these systems by 400% across Alexa Shopping. I also founded an experimentation Center of Excellence that scaled to support hundreds of engineers and PMs globally, setting the standard for high-quality A/B testing across the organization.My path to product wasn\'t linear. I started at Amazon as a recruiter, moved into business intelligence, taught myself data science, led a science team, and transitioned into product management. That range lets me work fluidly across product, engineering, and science, and build systems that non-technical stakeholders can actually use.I specialize in:Marketing measurement, attribution and growth analyticsExperimentation infrastructure and A/B testing governanceAI/ML product development and personalization systemsCross-organizational product leadership at scale

Experience

1. Senior Technical Product Manager, Marketing Measurement & Attribution Aws Marketing

   Amazon Web Services (AWS)

   May 2024 — Present · Seattle, WA, US

   Led product vision and roadmap for AWS Marketing\'s multi-touch attribution system, replacing legacy last-touch measurement with a causal, multi-signal model adopted across AWS Marketing and Sales organizations• Owned cross-functional product development across engineering and science teams, delivering measurement capabilities used by hundreds of product, engineering, and go-to-market teams to evaluate customer impact• Selected to lead a CMO-sponsored strategic initiative to redesign Sales and Marketing performance metrics, aligning organizational incentives toward improved customer experience rather than traditional sourcing metrics• Scaled adoption of the attribution platform by training Sales and Marketing employees, establishing consistent experimentation and measurement practices across the organization• Expanded attribution and measurement frameworks beyond AWS Marketing, influencing 2026 go-to-market strategy and four organizational performance goals• Led creation of a taxonomy framework mapping campaigns to programs, enabling deeper customer experience insights and driving an organization-wide initiative to improve performance tracking and ROI measurement• Built supporting data products, dashboards, and delivery datasets enabling teams to self-serve insights and accelerate experimentation and decision making• Mentor junior product, science, and analytics staff and support career development for employees transitioning from technical to product roles

Education

• University of Washington

  BS, Conservation of Wildland Resources

  2003

• Seattle University

  M.A. Degree, Sports Administration and Leadership

  2008

Skills

• Training &Amp; Development
• Extract, Transform, Load (Etl)
• Html
• R
• Executive Support
• Internet Recruiting
• Events Coordination
• Javascript
• Employee Relations
• Reports
• Amazon Redshift
• Campus Recruiting
• Sql
• Recruitment/Retention
• Metrics
• Python
• Microsoft Excel