Head of Brand Architecture, Naming

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, 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 Team

• 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; create frameworks and playbooks that scale expertise
• Foster a culture of customer obsession, analytical rigor, and strategic creativity

Direct Brand Research & Insights Strategy

• Partner with AWS Marketing's 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 from the centralized team into strategic narratives and actionable recommendations; identify patterns across customer feedback, market data, and competitive intelligence
• Serve 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 clarity

Architect the AWS Brand Portfolio

• 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

Lead Strategic Naming

• Direct naming for strategic service launches and major initiatives; guide team in managing end-to-end process from brief through trademark clearance
• Establish naming standards that work for technical B2B audiences while maintaining differentiation and clarity
• Build business cases that help leadership understand why certain naming approaches drive better customer outcomes

About 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.

• 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
• 5+ years managing and developing high-performing teams of strategists or researchers
• • 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
• Background in semiotics, linguistics, psychology, or behavioral economics
• 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. 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 This position will remain posted until filled. Applicants should apply via our internal or external career site.