What are the responsibilities and job description for the Brand and Naming Strategist, AWS Brand Strategy position at Amazon Web Services (AWS)?
Description
AWS powers nearly everything on the internet — from the startup that just launched yesterday to
the enterprise that's been running the world's economy for decades. The brand that represents all of that technology? It's still being written, and you could help.
We're hiring a Brand Strategist to join the Creative Marketing team and shape how one of the world's most consequential technology brands names, positions, and presents its product portfolio to the world. This is a role for someone who thinks in systems, leads with data, earns trust from senior stakeholders, and has the courage to say, "we should do it differently."
AWS has one of the largest, most complex product portfolios in the world — hundreds of services
spanning compute, storage, databases, machine learning, security, developer tools, and more.
Managing that portfolio from a brand perspective isn't just a naming exercise; it's an ongoing act of
strategic architecture. It's intricate, high-stakes work, and it's a lot of fun.
As a Brand Strategist, you'll serve as a trusted advisor and strategic anchor for the product teams building the next generation of AWS services. You'll
help them understand that great naming and brand positioning aren't constraints — they're
superpowers. You'll bring the research, the frameworks, and the storytelling skills to make the case, and then you'll roll up your sleeves and build alongside them. You know that brand is a key driver of growth, and will approach every conversation, every decision, and every strategy through the lens of customer-obsession and business growth.
Key job responsibilities
Basic Qualifications
Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company’s reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
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.
The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.
USA, CA, San Francisco - 155,400.00 - 210,300.00 USD annually
USA, NY, New York - 155,400.00 - 210,300.00 USD annually
USA, WA, Seattle - 141,000.00 - 190,700.00 USD annually
Company - Amazon Web Services, Inc.
Job ID: A10378439
AWS powers nearly everything on the internet — from the startup that just launched yesterday to
the enterprise that's been running the world's economy for decades. The brand that represents all of that technology? It's still being written, and you could help.
We're hiring a Brand Strategist to join the Creative Marketing team and shape how one of the world's most consequential technology brands names, positions, and presents its product portfolio to the world. This is a role for someone who thinks in systems, leads with data, earns trust from senior stakeholders, and has the courage to say, "we should do it differently."
AWS has one of the largest, most complex product portfolios in the world — hundreds of services
spanning compute, storage, databases, machine learning, security, developer tools, and more.
Managing that portfolio from a brand perspective isn't just a naming exercise; it's an ongoing act of
strategic architecture. It's intricate, high-stakes work, and it's a lot of fun.
As a Brand Strategist, you'll serve as a trusted advisor and strategic anchor for the product teams building the next generation of AWS services. You'll
help them understand that great naming and brand positioning aren't constraints — they're
superpowers. You'll bring the research, the frameworks, and the storytelling skills to make the case, and then you'll roll up your sleeves and build alongside them. You know that brand is a key driver of growth, and will approach every conversation, every decision, and every strategy through the lens of customer-obsession and business growth.
Key job responsibilities
- Own and continuously evolve the AWS naming system — the guardrails, and guidance that keep hundreds of product names feeling coherent and intentional.
- Work with product teams early and often so naming decisions are baked in, not bolted on.
- Build the feedback loop that give AWS leadership a clear, evidence-based view of how we name and structure our portfolio to build leadership, connection, and love.
- Translate complex data into crisp, actionable insights that help stakeholders make better decisions faster.
- Champion the customer voice inside AWS. Use deep customer understanding to push beyond functional messaging and build brands that resonate emotionally as well as rationally.
- Partner with VP and Director-level product leaders across AWS to embed brand thinking into how they build, launch, and communicate their services.
- Develop education programs, automations, playbooks, and toolkits that help product
- Advocate for distinctive brand choices — even when it's uncomfortable. Present your point of view with evidence, earn the trust of the room, and then
Basic Qualifications
- 5 years of driving compelling creative strategy and execution at an agency or in-house creative team experience
- Bachelor's degree
- Experience using data and metrics to determine and drive improvements
- Knowledge of InDesign, Photoshop, Illustrator, Keynote
- Experience developing cross-functional relationships with product, consumer research and marketing teams to develop strategy and consumer insights that drive compelling creative executions
- Experience leading creative development of innovative creative from concept to delivery
- Experience managing creative (internal team of designers, copywriters, external agencies and freelancers)
- Experience presenting creative concepts effectively to senior executives
- Experience managing multiple projects and meeting aggressive deadlines
Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company’s reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
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.
The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.
USA, CA, San Francisco - 155,400.00 - 210,300.00 USD annually
USA, NY, New York - 155,400.00 - 210,300.00 USD annually
USA, WA, Seattle - 141,000.00 - 190,700.00 USD annually
Company - Amazon Web Services, Inc.
Job ID: A10378439