Head of Brand Architecture, Naming

Principal Brand StrategistWe're seeking a Principal Brand Strategist to lead our brand intelligence function and manage a team of strategists who shape how AWS shows up in the market. You'll own three interconnected disciplines: naming & nomenclature, brand architecture, and brand research & insights. In this role, you'll direct our brand research agenda and maintain accountability for insights quality and strategic design, partnering closely with AWS Marketing's centralized research team to execute studies and access customer data. You'll transform their research outputs into actionable brand strategies, design naming systems that scale, and ensure our brand architecture evolves as our technology does. You'll lead a team of strategists while providing the analytical rigor and strategic vision that guides critical brand decisions across AWS.Key job responsibilities:Lead & Develop the TeamManage and mentor a team of brand strategists; set vision, priorities, and performance standards for the practiceBuild team capabilities in research interpretation, brand architecture, and naming methodology; create frameworks and playbooks that scale expertiseFoster a culture of customer obsession, analytical rigor, and strategic creativityDirect Brand Research & Insights StrategyPartner with AWS Marketing's centralized research team to design and execute brand health tracking, customer perception studies, and strategic research initiativesOwn the brand research agenda and measurement framework; define what brand success looks like and which metrics matter for B2B technology leadershipTransform research outputs from the centralized team into strategic narratives and actionable recommendations; identify patterns across customer feedback, market data, and competitive intelligenceServe as the insights authority for brand strategy, and influence how we communicate as a result by ensuring we can answer "what do customers actually think?" with data-backed clarityArchitect the AWS Brand PortfolioManage and evolve brand architecture for 200+ AWS services; develop frameworks that help product teams understand where new services fit and how they should be positionedBuild and maintain nomenclature systems that balance technical precision with customer understanding across products, features, and programsCreate decision trees and guidelines that democratize strong architectural thinking across the organizationLead Strategic NamingDirect naming for strategic service launches and major initiatives; guide team in managing end-to-end process from brief through trademark clearanceEstablish naming standards that work for technical B2B audiences while maintaining differentiation and clarityBuild business cases that help leadership understand why certain naming approaches drive better customer outcomesAbout the team:The Brand & Creative team brings together brand strategy and creative expression to build and maintain the AWS brand. We use data, insight, inspiration, and intuition to set the standards and raise the bar in every touchpoint, in every story, and every piece of creative we make. We are relentlessly collaborative, and believe greatness is possible in everything we do.Basic Qualifications:Experience working with, presenting to and influencing senior executives up to VP level12+ years of brand strategy experience with deep expertise in naming, brand architecture, and brand research/insights5+ years managing and developing high-performing teams of strategists or researchersExperience in B2B technology, enterprise software, or cloud/infrastructure sectorsExperience managing complex brand portfolios (50+ products/services)Preferred Qualifications:Experience with AWS services or cloud technologiesBackground in semiotics, linguistics, psychology, or behavioral economicsTrack record of B2B technology naming that balanced technical credibility with customer clarityExperience building brand strategy practices or teams from early stagesPublished thought leadership in brand strategy or related fieldsExperience working in high-performance, customer-obsessed culturesAmazon 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 for more information.If the country/region you're applying in isn't listed, please contact your Recruiting Partner.Our compensation reflects the cost of labor across several US geographic markets. The base pay for this position ranges from $166,100/year in our lowest geographic market up to $274,600/year in our highest geographic market. Pay is based on a number of factors including market location and may vary depending on job-related knowledge, skills, and experience. Amazon is a total compensation company.Dependent on the position offered, equity, sign-on payments, and other forms of compensation may be provided as part of a total compensation package, in addition to a full range of medical, financial, and/or other benefits.For more information, please visit https://www.aboutamazon.com/workplace/employee-benefits.This position will remain posted until filled. Applicants should apply via our internal or external career site.