Manuela Belcheva

Manuela Belcheva is a senior product executive at Amazon Ads, where she leads product strategy for retail media and advertising measurement solutions. Operating at the intersection of e-commerce and digital advertising, she plays a central role in shaping how brands and agencies measure campaign effectiveness, attribute conversions, and optimize return on ad spend across Amazon's expansive retail ecosystem — one of the most significant and rapidly growing advertising platforms globally. Belcheva's work sits at the heart of the retail media revolution, a sector that has fundamentally disrupted traditional digital advertising by enabling brands to reach consumers with high purchase intent at the point of sale. Her focus on measurement technology addresses one of the most pressing challenges in modern advertising: demonstrating clear, attributable value from ad spend in an increasingly privacy-conscious environment. While her full career trajectory prior to Amazon Ads is not extensively documented in public sources, her VP-level role at Amazon Ads reflects significant experience in product management within the AdTech and e-commerce space. She represents a new generation of product leaders who are defining the standards and capabilities of retail media networks as they compete with and increasingly challenge traditional programmatic and social advertising channels.

• Serving as VP of Product at Amazon Ads, overseeing retail media and measurement product lines for one of the fastest-growing digital advertising platforms globally
• Driving product strategy at the forefront of the retail media sector's expansion and maturation as a major advertising channel