Head of Brand Architecture, Naming
2 weeks ago
Head of Brand Architecture, Naming & Insights, AWS Brand & Creative
Join to apply for the Head of Brand Architecture, Naming & Insights, AWS Brand & Creative role at Amazon Web Services (AWS) .
Were 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. Youll own three interconnected disciplines: naming & nomenclature, brand architecture, and brand research & insights.
Manage and mentor a team of brand strategists; set vision, priorities, and performance standards for the practice.
Build team capabilities in research interpretation, brand architecture, and naming methodology; Foster a culture of customer obsession, analytical rigor, and strategic creativity.
Partner with AWS Marketings centralized research team to design and execute brand health tracking, customer perception studies, and strategic research initiatives.
Own the brand research agenda and measurement framework; define what brand success looks like and which metrics matter for B2B technology leadership.
Transform research outputs into strategic narratives and actionable recommendations, identifying patterns across customer feedback, market data, and competitive intelligence.
Serve as the insights authority for brand strategy, influencing how we communicate to ensure data-backed clarity.
Manage and evolve brand architecture for 200+ AWS services; develop frameworks that help product teams understand where new services fit and how they should be positioned.
Build and maintain nomenclature systems that balance technical precision with customer understanding across products, features, and programs.
Create decision trees and guidelines that democratize strong architectural thinking across the organization.
Build business cases that help leadership understand why certain naming approaches drive better customer outcomes.
Experience working with, presenting to and influencing senior executives up to VP level.
~12+ years of brand strategy experience with deep expertise in naming, brand architecture, and brand research/insights.
~Experience in B2B technology, enterprise software, or cloud/infrastructure sectors.
~ Experience managing complex brand portfolios (50+ products/services).
Experience with AWS services or cloud technologies.
Track record of B2B technology naming that balanced technical credibility with customer clarity.
Experience building brand strategy practices or teams from early stages.
Published thought leadership in brand strategy or related fields.
Experience working in high-performance, customer-obsessed cultures.
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 for more information. 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. Applicants should apply via our internal or external career site.
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Head of Brand Architecture, Naming
2 weeks ago
Seattle, United States Amazon Web Services (AWS) Full timeHead of Brand Architecture, Naming & Insights, AWS Brand & CreativeJoin to apply for the Head of Brand Architecture, Naming & Insights, AWS Brand & Creative role at Amazon Web Services (AWS).OverviewWe’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....
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Head of Brand Architecture, Naming
2 weeks ago
Seattle, WA, United States Amazon Full timeHead of Brand Architecture, Naming & Insights, AWS Brand & Creative Job ID: 3127663 | Amazon Web Services, Inc. We'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,...
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Head of Brand Architecture, Naming
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Seattle, Washington, United States Amazon Web Services Full time $166,100 - $274,600 per yearDESCRIPTIONWe'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...
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Head of Brand Architecture, Naming
2 weeks ago
Seattle, United States Amazon Full timeHead of Brand Architecture, Naming & Insights, AWS Brand & Creative Job ID: 3127663 | Amazon Web Services, Inc. We'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,...
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